So, You’re Thinking of Advertising on Radio
Here Are Six Things You Should Know
-
Radio is a medium that rewards consistency. Use it to familiarize people with what you can do for them. Radio results come from frequency and production value.
-
No matter what your budget you can dominate (be the biggest advertiser). If you don't have the money to run enough spots to dominate a radio station, dominate a time slot (e.g. Morning Drive). If you can't dominate a time slot, dominate an hour or half-hour (e.g. 7-8am weekdays). If you can't dominate that hour every day, dominate it one or two days a week. Whatever you do, don't scatter your ads over random days and times.
-
Say your name clearly at least 3-4 times in sixty seconds.
-
Repeat your phone number, location or website 2-3 times in sixty seconds
-
If your ads are important to you, consider retaining a creative agency with production capability to write and produce your ads. We all know most stations will do your ads free, but the sales reps who write your ads are experts at selling their inventory, not yours. Stations no longer have creative/copywriting departments.
-
Agencies get commissions from radio stations so negotiate for a lower production price by having them buy air time for you. If you run enough ads, you might get their production services virtually free.
