Radio advertising to help your business - Part 2 - How to make the most of radio advertising

Just think about radio advertising as part of their marketing mix and not spend more than they can afford to lose. Investing in radio advertising after trying the most obvious forms of marketing, such as marketing to existing customers and running a PPC campaign.

What vendors tell you, be sure to test on a small scale before rolling out. Do not be fooled by radio advertising representative saying, And we'll give you a great 40% discount if you spend four times as much up front. 40% discount means nothing if not answered.

Make sure you know who wants to help you succeed, and they go for the quick buck is not going to impress. If you support are more likely to follow them

Make sure your ads get the best time for you, not the slots they say. The most popular time and more expensive the breakfast show, but the proof of the answer he received If you are a company to another, many people are preparing for work, driving there, or already there. Test driving time mid-morning, afternoon and (afternoon, early evening). In general terms (but the test for your business), mid-afternoon (4.30), afternoons, evenings and weekends have low response rates

Unless you're a big business and advertising is on the mark, remove ads smart or supposed to be funny. Prizes for clever advertising can bring a personal recognition, but do not bring the money you want. Instead, use a direct voice in the use and AIDA (attention, interest, desire, action).

Talking to the audience as if they were one person, ie, using you. Perhaps, if you have a voice that speaks evil, an actor who reads for you, but skip the sound effect options. Radio stations will tell you that sounds boring, but they really mean less money for them. An announcement is spoken, done right, need not be boring, and the personal approach works very well

If you are offering very cheap prices for a representative, find out why - may not have many listeners, or maybe it's just because the commission period ends the day (usually at the end of the month) and anything is better than nothing


So, how much should you spend If you are a small company devoted to a small market, local, think no more than £ 1 to 2.000, £ 10 to 20.000 may be reasonable for large companies.

It helps to understand how the radio stations come with their advertising rates. What the sales people will not tell you is that they have two ways to collect. If you are a small company, who charge the rate cards. Card fees (fixed rates) are, in fact, in general, contained in the air and has little to do with what you are getting for their money. They are often high-pitched and there is room for sales people to come down. They win because they get a commission for a good price, you think you win because you feel you have negotiated a low rate.

On the other hand, large companies and advertising agencies not to use prices rate card. Instead, buy in the cost per 1,000 listeners. How do you know how many listen Tracking stations listener rates so you can get to the big companies and many listeners they have. That use outside independent companies to do the equivalent of listening to public opinion polls they track the listening numbers as often as every half hour. Therefore, if you are a big business, using their purchasing power to buy in bulk and get cheaper per thousand listeners. If your sales representative tells you the type of card, ask what is the CPM (cost per thousand is).

If you are a small business, consider getting an advertising agency or media buying company to get the airtime for you. They have access to statistics and costs, have purchasing power - and get paid his commission by the seasons, not you. Or you can take a proactive approach call the station representative and say something like, 'I have 25 pounds, can run my ad in the empty space in the coming hours  next week

Radio stations also allow you to sponsor the weather, sports and promotions (many of them per hour). The answer is difficult to measure but can have a rapid impact on local markets.

You should measure your advertising results and act accordingly. Know

How many listeners had
How have responded to your ad  call to action
How many customers actually
And so each new customer worth to you

Now measure the statistics against the cost and look carefully at your ROI (return on investment). Of course, people can call the next day or next month, so use a different phone number  email address  website address to find the answers came from the radio ad even if you ask where is your number, people do not always remember.

Finally, take the time to split testing most companies do not, so be ahead of them. Test one variable at a time that today would be very difficult to do multiple tests to radio ads, and perhaps not worth the effort anyway.

For example

Incoming calls while in the air before the incoming call after
A different phrase
A different phone number
A security other than
A different voice
A call to action of different