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The Secrets To Successful Radio Advertising

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Ask some businesses about radio advertising and they’ll tell you it’s the greatest investment they ever made while others will tell you it was a complete waste of time and money. So why does radio work for some and not for others? What’s the secret to successful radio advertising?

Know this: Radio can be a major player in your advertising mix if you know how to
do it and I’m about to give you the secrets to successful radio advertising so read
on.

First, write down a detailed description of who your core customers are. You can do
this by looking at prior sales or just by knowing your products and services. Are
they women in their 30’s and 40’s who have a good disposable income? Are they
men in their early 20’s who are into sports and cars? Figure out who your target
customer base is and then you’ll be one step closer to figuring out how to reach
them.

Second, give a listen to the radio stations in your market besides the ones you
usually listen to. Remember, just because you listen to a certain station every
morning doesn’t mean your potential customers do. Most stations have a pretty
definitive type of music or format they follow which gives them their listening base.
You don’t have to be a media buyer to know that certain stations will be right for
your targeted consumer while others will be way off the chart. For example, if your
customer base is women in their 30’s and 40’s, then you can rule out formats such
as rap and sports, right? If you live in a major market like Atlanta or Chicago there
may be as many as 30 to 40 stations on the radio dial so you’ll have plenty to
choose from. If you live in a smaller market you’ll have less stations to choose from
but you’ll still have a good selection.

Third, figure out your budget. How can you do this if you know nothing about radio
costs? One way is to contact an advertising agency who places radio on a regular
basis. Most likely they’ll have the pulse on the market you’re in and if not, can
gather enough information to help you decide how much you’ll need to spend to
make radio effective. If you’re hesitant to call an ad agency right away, the next best
thing to do is call two or three of the stations you’ve chosen yourself. Ask to speak
to the sales manager and let them know you’re trying to gather information for a
radio buy. Most likely they will assign you an account executive to work up a plan.
Keep in mind that a good advertising agency may be able to negotiate for better
rates and added incentives due to their relationship with the stations and their
experience but at the very least, this will give you a good starting point . Don’t be
overly concerned if you discover that you cannot afford the top stations in the
market. There are usually several stations in each market that share listeners and
formats and their costs will vary greatly. The rates you receive will be based on
many factors including the time of day you want to advertise, how soon you want to
be on the air, and the

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Written by admin

February 7th, 2010 at 7:28 am

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