|
|
|
| |
|
|
The Benefits Of Advertising On Radio
Tips for improving your sales through radio advertisements.
by Glenn A. Hascall
All materials copyrighted
|
|
Ad Disclaimer
No matter what style of music strikes your fancy there is likely a radio station that plays it. The common understanding of radio is
that somehow it takes us to a different place emotionally; a place separate from simply enjoying the music and listeners understand we
somehow become an audio community. And though iPods or other MP3 players have their place, there is still a very strong group of
listeners that find comfort in radio. That’s why advertising through the radio still makes economic sense.
There are numerous benefits of advertising on the radio, but let’s focus in on two.
Benefit # 1: Cost
In most cases radio advertising will be less expensive than print or television advertising and can be placed in a time frame where it
can have the most impact. For instance, if there is a program that has a high volume of listeners it may be to your advantage to pay
extra to have your advertisement placed within the program or near it (this is called an adjacency).
The cost factor for a radio ad can be as little as 25% of the cost for a television spot and more than 10 times the cost of a newspaper
ad.
I know prices will vary from one location to the next so I would like to present some hypothetical figures to help you understand why
radio can provide significant impact.
Let’s say you have $300 to spend in advertising for the month. Here are a few choices.
2 – quarter page ads = $300 @ $150 per ad.
8 – television ads = $280 @ $35 per ad.
37 – radio ads = $296 @ $8 per ad
I’m using figures from a smaller market and realize these figures are minute when compared to larger markets where advertising prices
can be hundred if not thousands of dollars. However, the percentage of difference between the mediums is similar across the US. The
point is the coverage on radio can significant.
With the advent of cable television, advertising can seem like throwing a dart blindfolded because there are so many channels and you
can only hope that someone is actually seeing your $35 advertisement.
Benefit # 2: Harvest an Audience
If you are a local business you are likely to generate local contacts and interest by tapping into the “community” of radio listeners.
These may be the farmers who talk about what was said on the radio at the local donut shop. It could be ladies talking things over at
the salon, but radio can get people talking and radio has the ability to make an impression on those listeners. Having your business
represented in those “impressions” certainly can't hurt your business. They may not talk about your ad, but if your ad is located within
the program it is a bit like casting seed. You may not see a sale today, but the multiplied airing (impressions) of your radio spot will
result in a harvest at some point because even if the audience has no use for your product today the seeds are growing and they are
likely to remember you at a future date when they do have need.
Many radio stations can also bring high school sporting events into your home or car. This is generally not available with television,
and newsprint can only give you a recap of the event the next day. Advertising with a radio station in support of the local team
benefits everyone.
It may seem I am only talking about small town radio stations, but the truth is there are towns across the U.S. in all shapes and sizes
that rely heavily on their local radio stations. These are the stations that provide severe weather coverage, regional news and other
items of local interest along with significant links to the world at large. These radio stations are an effective means of facilitating
a town hall gathering and are generally very responsive to the real and perceived needs of a community.
Many of the people listening to radio are friends in the local PTO. Maybe these listeners attend your place of worship, are neighbors,
or are some of the folks you see at Little League or the grocery store. Radio provides a common bond that many may not realize.
Most radio stations can provide either a package special or an annual contract to manage your advertising needs. In either case you may
likely find the costs per spot announcement to be less if you buy in bulk or agree to long-term advertising.
Radio stations can also help you develop a spot that is professional and personal. Many provide production work at no additional cost,
although some may assess a production fee.
As a business owner one of the best links you may have to your community is via the radio. Your commercial can be crafted to be humorous
or emotional. It can be straightforward or simply work at casting a positive image in your community. The possibilities are enormous and
the value of radio advertising is worth a second look.
About The Author:
Glenn Hascall is a twenty-three year broadcast veteran and has assisted thousands of clients in ad placement and script
writing His writing credits include three novels and credits in thirty other books including Embrace of a Father . To find
out more about Glenn visit www.shoutlife.com/glenn
* This article is available for your publication, for a F-E-E.
This article may NOT be reprinted without monetary compensation and written permission from the author.
For reprint rights or comments/questions about this article, please contact the author.
|
|
|
|
