Every radio buy must begin with a clear understanding of the listeners you want to reach. We will determine the best target audience profile based on the demographics of your prospects. This should include their age, gender, where they live and other factors, such as household income. Then share this information during our consultation. We will discuss what percentage of our stations’ listeners match these demographics and at what times of the day or during which programming you’ll reach your best prospects. Radio advertising works best by targeting specific buying groups.
There may also be qualitative characteristics of your ideal prospects you should consider when making your radio buy. A restaurant owner, for example, would look for a radio station whose listeners dine out frequently. We have access to both qualitative and quantitative information concerning our listeners and will be able to give you a customized proposal that includes a schedule with rating breakdowns. I will also provide you with a signal coverage map that shows precisely where their stations are heard.

The three most important elements when evaluating radio proposals are reach, frequency and cost of commercial. Reach is the number of your prospects that’ll hear your marketing message on the radio. Frequency isn’t the number of spots you run, but the average number of times your prospects will actually hear your message. Radio is bought in :5 second, :10 second, :30 second, and :60 second increments. Make sure your commercial delivers a clear and clean message.  Buy enough frequency to ensure your message is heard at least 3+ times a week. Radio advertising works, you just have to make sure you have the right professional helping you.

Radio stations are promotional engines, and there are at least two ways you can get on board. First, most stations offer the opportunity to sponsor news, weather reports, or other types of regular programming in order to give you a chance to reach a wide variety of the total listening audience. As a radio sponsor, you’ll typically get additional mentions, such as with “billboards,” which are announcements of your sponsorship that lead into special 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.

Radio stations also get involved in the community with special events. Look for sponsorship opportunities that include on-air mentions, as well as visibility at the events themselves. And be sure to seek out events that are well attended by your target audience and put your company in the spotlight.

Effective radio commercials are an absolute key to a winning campaign. Our radio station group offers production at no additional cost and has produced thousands of successful commercial campaigns. But you should understand a few basics to be an effective part of the team and keep us on track. Great radio spots grab and hold attention, usually through humor or effective voice delivery. They may also use sound effects, compelling music or unusual voices to grab attention. Your spots must tell stories or present situations your target audience can relate to. To keep your audience listening to your spots month after month, make them part of an ongoing campaign theme. Your audience will listen for the newest versions; helping extend your message more successfully than if you were to run unrelated spots. For maximum results, make your call to action--a URL or phone number--easy to remember and tie it in with your company name or message.  We also offer the keyword searching on the radio station websites making it easier for loyal listeners to find you company.  Ask about keyword search opportunities.