Volume 10, Issue 5 - September/October 2008
Radio Advertising Works
QUESTION: HELLO BOB, I WAS
wondering how to come up
with a marketing campaign
for the radio. Also, whatís better, radio or
phone book directory advertising?
Answer: Hello, Albert. Thanks for e-mailing me and asking this question. Although I can give you a short answer, I believe there are some things that you must first ask yourself as an auto glass company owner that can help you reach your own conclusion. The first question is, what am I trying to accomplish with this radio campaign? There are many things that you can do with the radio medium that you typically canít do with your yellow page advertising.
There are some other questions to
Radio Versus Yellow Pages
Before advertising on the radio, though, first decide what demographic you are going after. Your radio sales executive should have all of these numbers at his disposal and will gladly share them with you. If not, donít advertise on that particular station. There are manymore radio stations out there that have the audience you want to attract Next, decide what message you want the public to know about your company. Make sure to be concise and convey the thing that you believe sets your company apart from the competition.
Once youíve decided on what you want to accomplish, test the campaign with a couple of different radio stations. Use the same commercial on two different stations, alternating weeks. For example, advertise on a country station with the demographic you want for a week. Then advertise on another station with the same demographic for another week. Do this for two months and track your results. One station may have the same demographic, but the results may be entirely different. Some stations have much larger audiences at different times of the day and week and your results may be better with a particular station.
There is something else you should
know. With radio, as with other advertising
mediums, it takes a little while
for commercials to work. The average
listener has to hear your commercial
at least three times for it to have any
kind of impact. So keep this is mind
and donít give up so quickly. Find out
what works best for you and your
business and keep advertising.