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Radio Advertising - Is it for Your Business? - More Small Business Power Tools


If you're a typical small business, you've probably been approached by at least several different radio station sales representatives. In most cases, he or she comes armed with all the latest rating information demonstrating, beyond the shadow of a doubt, that his or her station is number one among just the kind of people who would buy your products or services. She or he will also probably stress how inexpensive radio advertising is vs. TV or even newspaper ads.

Yes, radio spots are cheaper that TV ads and often even cheaper than newspaper ads. But there area few things you need to think about before you sign that radio advertising contract. First, is yours the kind of business that can really profit from radio advertising? Radio commercials are very ethereal. Once the 30 or 60 second spot is over, there is nothing physical for your customers to hang on to. You have to depend on their ability to remember your message long enough to take some action, i.e., either call you or come to your place of business. This means you have to have a very strong and compelling advertising message. This could be a special, and I do mean special, sales event, or some other special promotion.

Second, how many of your prospects will the advertising actually reach? Radio ads are much harder to target than some other forms of advertising because they can be purchased only by demographics such as age. You can pick a station that scores well with people age 18-35, but how many of these 18 to 35-year olds are really prospects for your products or services?

Third, when will your spots actually run? The most expensive radio advertising is called "drive time," which in most cities is 7:00 to 9:00 AM, and 4:00 PM to 6:00 PM. Drive time gets higher radio ratings because there are so many people in cars listening to their radios as they drive to and from work. The smart radio station sales person probably won't even try to sell you drive time spots because either they've already been sold or because she or he knows you're most likely to choke at their cost. Instead, they will most likely try to sell you some other combination of times and days. The important thing to know is when your spots will run and how many people will hear your message.

Because radio advertising is so ethereal (see #1, above), you need to do a lot of it to get your message across. This is especially true if you cannot feature a special sales event or some other special promotion.

One of our local jewelers is a good example of what to do when you do not have a special event to promote. The main thrust of his advertising is for engagement rings. Just think about this market. A guy buys only one of these during his entire lifetime (theoretically), and could decide to make his purchase on just about any day of the year. So how do you reach this market? He buys so many commercials, I don't think a day goes by that I do not hear one of his spots. Sure, it's expensive, but it's the only way he can guarantee he will reach a prospect just before he purchases a ring. Plus, he has advertised so heavily and for so long, I don't think a man in this city could buy an engagement ring without least thinking about this particular jeweler.

I don't think it makes much sense to run a commercial that requires your prospect to remember a phone number. In most cases, he or she will not be in a position to drop everything, grab a pencil and write down your number. What would be more effective, in my mind, is to use a web address, especially if your web address matches your company's name. For example, if the name of your store is Great Memories, your web site should be www.greatmemories.com. Repeat this at least a couple of times in your commercial to help prospects remember the name of your business and drive them to your web site. You can then use your web site to provide more your business's address and phone number, and well as other important information.

The radio station will most likely offer to do your commercial for you free or at a reduced cost. This can be a good deal for you but you must provide the station with a list of "talking points," or those sales points that must be included in your commercial. For example, your list might include:

Store name = Great Memories (at least twice)|

Store description: Everything for the avid scrapbooker

Web address - www.greatmemories.com (at least twice)

Special sale = all items reduced 30% this week only. Once a year sale. Stock up on your scrapbooking supplies now

Store address: 5600 Brookhaven

Finally, make sure you get to approve the script for your commercial before the station records it. As you review the script, think about your customer and make sure it includes everything necessary to get them to contact you or stop by your store.

Article by Douglas Hanna. Douglas is a retired advertising and marketing executive and long-time Denver resident. He is the webmaster of http://www.all-in-one-info.com, a free resource for information on a variety of subjects. Please visit his site to subscribe to his free newsletter, "Tips & Tricks to Save Money & Live Better."


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. August / 11 / 2020

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The Growing Global Movement to End Outdoor Advertising  Inter Press Service

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UBCO researchers link advertising to uptick in youth vaping  EurekAlert

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Clorox believes advertising is critical in a recession | WARC  Warc

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Out-of-Home Advertising Is Becoming More Digitally Driven  eMarketer

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The Pitch: Advertising and marketing news for 8.11.20  RichmondBizSense

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Muralist restores historic advertising artwork in Beloit | Local News  Gazettextra

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Quebecor's OOH Advertising Inventory now Even More Accessible via Broadsign Reach and Campsite Programmatic Purchasing Platforms  Digital Signage Connection

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House GOP super PAC adds $45M to fall advertising  Politico

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Asiaray Secures Concession Rights for Chengdu Tianfu International Airport's Advertising Media  ACROFAN USA

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Advertising's Most Debatable, Overused Term: 'Premium' 08/11/2020  MediaPost Communications

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Why brands like Anheuser-Busch are taking more advertising in-house - Business Insider  Business Insider

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Search Advertising Software Market : Huge Growth Opportunity by Trend, Key Players and Forecast 2026  Chelanpress

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WarnerMedia shakes up leadership amid rollout of HBO Max - Business Insider  Business Insider

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Tech in Place to Support Addressable Advertising With NextGen TV, But More Is Needed  TV Technology

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Sponsored: In-game advertising, the compliance perspective  Gamasutra

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Ireland MP: Airbnb deliberately advertising West Bank homes as 'in Israel'  Middle East Monitor

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IPS Partners with Advantage Software to Transform the Payables Lifecycle for Advertising Agencies and Marketing Companies  Yahoo Finance

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SPONSORED ADVERTISING BY ADVENTHEALTH: House Calls: How to wear a face mask properly  FOX 35 Orlando

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Why MedCity News should be your go-to advertising partner  MedCity News

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JW Player names advertising demand chief for EMEA  Digital TV Europe

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Outdoor Advertising Market to 2026: Growth Analysis by Manufacturers, Regions, Types and Applications  AlgosOnline

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Virginia Draft Regulations Include Strict Advertising Restrictions Similar To Tennessee  GamblingCompliance

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Despite Short-Term Advertising Downturns, Esports Outlook Remains Positive  eMarketer

News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue - The Wall Street Journal
News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue  The Wall Street Journal

TikTok prepares advertisers for possible app ban - Reuters
TikTok prepares advertisers for possible app ban  Reuters

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Advertising Agency Mother Signs 61000 SF Office Lease in Brooklyn  REBusinessOnline

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AI applications for digital out of home advertising  ClickZ

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Online Display Advertising Services Market Complete survey 2020-2027 Insights, Demand, Analysis, Manufacturers, Type and Application  Levee Report

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Digital Advertising Leader to Integrate with Google Ads Data Hub  Martechcube

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ASK THE BOARD: Advertising in Unprecedented Times  Digital Signage Connection

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Adverty Partners with SuperAwesome to Enable Kid-Safe Advertising  ExchangeWire

Advertising Revenues Projected To Decline In 2020 Worldwide - Forbes
Advertising Revenues Projected To Decline In 2020 Worldwide  Forbes

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Cord Cutting Seems Disastrous for TV Advertising  24/7 Wall St.

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Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy  The Newark Advocate

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Travel Brands Doubled U.S. TV Advertising in July  Skift

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Threat actors behind Smaug ransomware are advertising their RasS platform on the Dark Web forum  www.computing.co.uk

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CAPITOL RECAP: State launches $5 million advertising campaign to promote face coverings in Illinois  Journal Gazette and Times-Courier

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Facebook bans pro-Trump super PAC from advertising on its platform  Fox Business

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Global Augmented Reality for Advertising Market To Witness A Pronounce Growth During 2027:Google Metaio NGRAIN Leo Burnett Total Immersion Zappar  Levee Report

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Lawsuit accuses Sanderson Farms of misleading chicken advertising  Clarion Ledger

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CTV spending sees strong growth amid broader revenue decline  Business Insider

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Local Advertisers Take Over Facebook, Give National Brands The Brush-Off 08/10/2020  MediaPost Communications

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Why Microsoft's Potential TikTok Acquisition Probably Isn't About Advertising  AdExchanger

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Evening Standard to Cut One-Third of Staff as Covid-19 Hits Advertising  Editor And Publisher Magazine

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Mobile Native Advertising: A Better Way to Reach Ideal Customers  Marketing Tech Outlook

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Trump campaign restarts TV advertising with spots slamming Biden  POLITICO

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2020 Digital Video Advertising Market  GlobeNewswire

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Joe Biden Announces Elections Ad Buy Totaling $280 Million  The New York Times

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Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement  Social Media Today

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How To Optimize Your Spending On Amazon Advertising  MarTech Series

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IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

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As Major League Baseball begins to play ball again, advertisers clamor for ad time  CNN

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AIG Life & Retirement Launches We See the Future in You Advertising Campaign at 2020 PGA Championship  Business Wire

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Advertising Budget: Rules Of Calculation And Planning  FinSMEs

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ADVERTISEMENT FOR SNOW REMOVAL EQUIPMENT SERVICES WITH OPERATOR SIGNUP  The Daily Progress

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Advertising & Marketing: Introduction  Lexology

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AdTech Roundup: Top Things in Advertising Technology  MarTech Series

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Disney Slashed Ad Spending on Facebook Amid Growing Boycott  The Wall Street Journal

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Hulu Ads For $500? Streamer Makes Bid for Small Advertisers  Variety

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Advertisement: American Advertisement | Review  Pitchfork

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An anti-Trump Republican group is courting ‘soft’ Trump supporters in Pennsylvania with $1 million in ads  The Philadelphia Inquirer

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Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’  The Wall Street Journal

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As Trump Pushes Into Portland, His Campaign Ads Turn Darker  The New York Times

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The Revitalization Of Print Advertising  Forbes

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Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

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Facebook Boycott: Starbucks and Diageo to Pull Ads  The New York Times

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As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

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Ad Boycott of Facebook Keeps Growing  The New York Times

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How to achieve brand safety in digital advertising  SmartBrief

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‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook  The New York Times

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