Radio is a powerful medium to get your message out. It is the best
medium for branding (getting your product recognized and known so
people will buy it). By following these guidelines you will get the
most success out of radio advertising campaigns
1. CONSIDER LONG TERM GOALS
Plan your strategy. Decide your short and long term goals, objectives
and budget then plan your advertising campaigns accordingly. Like
your company's slogan have an ongoing theme to maximize your brand's
recognition. You can refresh your ads during different parts of the
year but some part of every ad should be the same - consistent and
recognizable - so people can identify with it.
2. PLAN YOUR BUDGET
Plan your budget to include adequate funds to make sure the money
you plan to spend makes the best impact for your brand. When economic
times are tough many people stop advertising but big brands don't.
They know they have to keep their brand name out there to compete
and make their sales. So as smaller and medium advertisers diminish
their advertising you should seize the opportunity and advertise to
stand out and be recognized with the big brands.
3. LARGE, SMALL OR TOO MANY STATIONS MAY NOT BE THE BEST BUY
Radio relies on frequency and reach. 'Frequency' is how many times
you run the ad and 'Reach' means how many times you reach the SAME
listener, not just reaching large listener numbers. Buying from a
large radio or small station and paying the highest or lowest ad rates
does not guarantee success of your ad. A small budget spread over
several stations may not make an impact. Find the station that best
aligns with the listener you want to reach and who will identify your
brand with like-minded radio stations and radio programs.
4. SEND THE RIGHT MESSAGE WITH A KISS
Radio Advertising is all about the message you are trying to send.
Your ad should be unique, motivating, inspiring and memorable. However
radio ad writing is an art unto itself. It requires professional experience
and knowledge to get your message across in the right way. In today's
world of 'so much to do, so little time' and people's short attention
span a 60-sec commercial is like an informercial so to be effective
keep commercials to 30 seconds. Radio ads are an emotional buy. Listeners
need to feel the ad and remember to - KISS your ad. Keep
It Simple Sherlock don't put too many points
in an ad that people get overwhelmed. To make an ad successful professional
radio copy writers know how many points to put in an ad. So let an
experienced radio professional create your ad if you want to maximize
5. BE REALISTIC
Getting immediate, instant results from your radio ad is an unrealistic
expectation. Remember the 'Tortoise and the Hare' fable - the moral
is - slow and steady wins the race. This moral applies to radio advertising.
In radio it usually takes a listener 13 weeks to react. That's why
professional radio stations have minimum 13-week contracts. However,
like the moral in the fable, constant steady advertising throughout
the entire year is a better guarantee for success. Radio is a 'top
of mind' experience. For example, you hear a radio ad about new tires,
but at the time you don't need tires so your mind tunes out the ad.
Then your tire blows out. You go to a tire store. Your mind then recalls
the ad and you will probably at least ask about the price, if not
buy the tires from the ad. If your ad is not consistently running
your message does not get reinforced to produce that 'top of mind'
experience to maximize your brand results.
Radio creates win-win-win advertising - for you, your clients and
the network. We have professional radio copywriters and voice over
people that will write and produce your ad for free with any of our
ad campaigns. More
on Advertising with HealthyLife.net Radio? Click Here