RADIO ADVERTISING SUCCESSFUL STRATEGIES

 Radio advertising is an important medium that delivers your message to the targeted audience in an effective manner. Most importantly, it is also the most mobile advertising tool in this modern age.  In UK, research states that Eighty percent of the adults listen to radio in their cars while quarter population during work.  Today, Radio is not just limited to the local audience but even international listeners are the targeted audience. Radio can be an effective medium for business, especially small business. But to be successful they should follow the following strategies;

1.       Identify Your Goal

Before you start your own advertising campaign, you need to listen to other commercials and get a startup. Your script should be short, simple and a straight forward. Keep a measurable goal in your mind and thus talk only about the benefits your product has to offer and not the features.  Do not waste your time with boring introductions, so start strong, grab their attention, create their interest and make them your customers. Your verbose ad with complicated words or sentence structure would only make you lose your audience.  Hiring a professional copywriter or creative advertising agency would be an ideal situation. But for small business your own writing skills would be a better option.  

2.       Find An Amazing Voice

A great script would become a failure without a professional voice. Radio is the art of speaking and expressing yourself through your voice, tone and pace.  The speaker should not only fit to the message of your advertisement but he should express himself through his emotions. He should have the perfect art to express himself, as he need to sound happy, scared, sad, angry, and excited through his voice. Don’t think you can handle this task yourself, because you may not have the vocal presence within yourself. Thus, hire a professional but it is ideal to do the recording within your presence. You can give them directions before and after every take, redirect them and ask them for different approaches. Voice actors are professionals and they give you exactly what you want.  

3.       Know Your Audience

Targeting the right audience is the most important feature while considering radio advertising; radio itself has different demographics. To target your potential customers you need to identify your audience. Thus make a list of radio stations that are suitable for your product, make a schedule for your radio advertisement; create a time plan.

4.        High Frequency Ads

While creating a radio commercial, your goal should be your audience. Your audience will only become your consumer if the frequency rate is high. Your ad needs to run at least 30-50 times a day. A commercial that airs only a few times in a week has a less chance of reaching the listener as compared to a commercial that airs multiple times. Request a high frequency of your ad but don’t become a nagging factor.

5.       Set Your Timing

You need to get your timing right yourself. Generally, in the first and third quarter radio commercial rates are cheaper, thus it’s easily negotiable. Moreover, to create a powerful selling message you must distinguish the seasonality of the ad buy. For instance, after the November and December big holidays, customers are loaded with heavy shopping. At this time would saving be a good time to talk about or ways to make extra money?

6.       Never Be Overconfident

It is always good to believe in yourself and have confidence within your product, truly this is essential.  On the contrary, Intuitions and overconfidence are the biggest loops with advertisements. Always test your Usa radio stations again and again. Check if it is making its point. The best solution is to create two radio ads and run them separately on two different stations. Create a different introduction, script and air it half of the time in one station and half time on the other. Furthermore, compare their results and check the productivity rate.  You never want to stale your money and other resources, so be effective and efficient at the same time.

7.       Create A Simple Call To Action(CTA)

At the completion of the radio ad the listener is ready to take an action. This is the time when he is going to reach you, so a perfect CTA should be available. A complicated URL or a difficult telephone number would make you lose your targeted customer. Thus your call to action should be simple. Make a note of the following tips:

1.       Your phone number should be easy and easily retainable.

2.       Keep your URL simple and that can be easily memorized.

3.       Your CTA should be repeated numerous times. 

4.       Give them an incentive and create urgency within them.