BEGINNER’S GUIDE TO A SUCCESSFUL RADIO CAMPAIGN
Radio advertising might be confusing to a first timer but it’s simple once you know how radio works. In this article we’ll talk about simple steps you can take to create an awesome radio advertisement campaign.
1. Know Your Audience
This is the most crucial step. You must know who you are trying to reach. Usually we recommend creating a customer avatar that is the ultimate customer for your product. And the more specific the better. Here is a list of questions you can answer:
- How old are they?
- What is their gender?
- How much they make?
- Where do they work?
- What DMA they live in?
Once you have the answers to these questions find a radio station that fits you needs best by going here.
2. Create The Perfect Ad
Every great ad starts with great script. There are 3 basic elements to any radio ad – the script, the casting, and the production.
The script is the backbone of the whole ad. Without an effective script you have now radio advertisement. Go here to read a guide that explains how to create an awesome radio ad in 5 steps that actually converts.
3. Get the Best Rates
Now you have a list of stations and you have the ad, so let’s talk money. DO NOT overpay for radio. Most stations offer sponsorships of news, weather reports or other types of regular programming. Often, sponsorship will guarantee your spots air first in the commercial breaks, or pods, so you’ll reach more listeners before they have a chance to switch stations or tune out during long breaks.
There are also on-air mentions or live reads. Try to find programming that fits your audience.
4. High Frequency Is Good
You want to be top of mind. The only way to do that is be every where your target audience is and bombard the hell out of them. But make sure to not over do it. Try to go for 5 daily ads 3 days a week.
Also, the more spots you buy the more leverage you must negotiate a lower rate.
5. Timing is Everything
The radio spots vary in cost over the course of the year. The 3rd and 4th quarters tend to be the least expensive. See how the radio rate trends match the buying cycles for you product and try to find the most effective time in reach and the most efficient time in cost.