There are several benefits to a good radio advertising campaign. The beauty of it is that you can use the radio for targeted demographics, specific offers, and to brand your name in the mind of the consumer. The formula is quite simple: target, message, and frequency.
The topic of target is defined as the specific category of consumers you want to reach with your message. When you understand exactly who buys or will buy your product or service, you arrive at the target. Is it male or female leaning? Older consumer, younger consumers, or somewhere in the middle? When you can determine that narrow target, you can match the station and the approach to that target with your campaign. If your target is younger males it is conceivable that a rock or contemporary formatted station would reach them. It is also possible that a station offering sports talk of play-by-play would also appeal to that potential customer.
After you settle on the target, the message is absolutely crucial. You need to know what result you are expecting from the message. Do you want the listener to take action? Do you want them to just know who you are and what you do for future reference? The message is the key to align your business with the target that you have established. Another important aspect of the message is how memorable that message is. Does it paint a picture in the mind of the listener? Does it leave a residual footprint in their mind? Don’t settle for anything—make that message deliver your goal, whether that is a way to share your offer or the means to leave a branded image of your business in that consumer’s mind.
Finally, the last piece of the puzzle is ‘frequency.’ How many times is that specially crafted message being heard? Is it enough to penetrate the consumer’s mind? If you are doing a ‘call to action’ message, you want to offer a strong, urgent message many times in a short period of time—days or a week. If you are looking to plant a seed for your business and brand, the message should be delivered less frequently daily, but over a number of weeks or months.
We sometimes hear the challenge “radio advertising doesn’t work…” I can assure you that with the right target, the appropriate message, and the correct frequency, your campaign and RADIO will work!
