Opportunities in Radio

SalesGuy

I've decided to look into the various marketing opportunities that I've avoided over the years and Radio is one of them.

Others have mentioned that there are various ways to cut the costs involved by reselling air time for commercials and/or buying blocks of "off-peak" time.

Would anyone be able to expand on this?

MitchM

• Quote:

  Originally Posted by SalesGuy I've decided to look into the various marketing opportunities that I've avoided over the years and Radio is one of them.

We've been running sixty-second radio ads for two years slotting into peak drive time and afternoon time. Five of us pay for the ads so it's cost effective. It would be best if a radio personality would read the ad but this isn't available for a price we can afford. BUT the listening loyalty on this station is huge - 80% listen to no other radio stations.

Some would say that calls into an 800# should be answered immediately. Others would say that voice mail picking up the call and call backs works just as well. We use an 800# which goes into voice mail checked through out the day and call backs are daily.

Seven affiliate stations are part of our radio ads which covers a large geographical area. Consistency and repetition of ads with good call backs is the key to success, we've found.

We've been told, "I kept your 800# for three months before I called." many times.

Fluctuations produce high and low numbers calling in - we've also changed our ad every eight to ten months.

Some would argue that you need to get answers from the station regarding value guarantees. The radio station we work with had general stats concerning demographics, listener loyalty and profiles, but none regarding what return we could expect.

So far what we've done has paid for itself and profit is coming along. Everything we do is long term - we look at daily, weekly and monthly activities for their cumulative effect toward yearly goals and yearly goals toward five and ten year goals.

That's what I know.

Gary Boye

Mitch said:Some would argue that you need to get answers from the station regarding value guarantees

That would be me who would argue.

Selling radio spots is a highly competitive arena. You can get out of them what you now think you can't.

Mitch, interview radio personalities yourself and deal privately (outside of the station's billing). You'll find that you can cut a deal that's affordable and you'll increase your direct response dramatically.

MitchM

I've used Gary's suggestions for radio advertising and we got not only stats but also one of the personalities known by the audience to read our promo. We've worked with this Christian station [and affiliates] going on two years now.

Our current sixty second promo has the radio personality opening followed by thirty seconds in the middle of a personal testimony [five of us were recorded then the company editor put the final pieces togwther] - only one of per promo and they are mixed in during our three week ad blitz - followed by ten - twelve seconds of an 800# to call for to reserve seating at an event we're promoting.

This has brought in more calls than anything we've done in the past.

RainMaker

Woah. Good going! I can I am not the only one benefitting from Gary's experience!

Sanddollar

Talking about Local Radio Station at your Citys or Internet Radio. I think Internet Radios are great because the person is at home browesing him computer while listening to a popular Internet Radio so his close to the Computer and Phone so i think it kinda works better then a local radio when your in the car and you hear an ad thats my 2 cents on the subject. What do you guys think?

AZBroker

What about Satellite Radio advertising? Too new? Too limited?

BIG Mike

Many radio stations charge twice the 30 second rate for a 60 second commercial.

You can say the entire Lord's Prayer in 20 seconds. Work to keep radio commercials at 30 seconds and your money can be used for more frequency.

Newspaper ads do not make good radio commercials. Write separately for radio and leave room for the important pause.

Much radio listening is in cars where people do not have a pen and paper to write down a phone number. Unless the entire focus of the ad is to get people to call a number, concentrate of making the name of the business and the benefits it provides memorable so when the time comes for the customer to move, the radio ad has created a top of mind awareness for the advertiser.

BIG Mike

Kristy

60 second commercials can tell a story and really set you apart from your compititors. they are usually twice as expensive but in saying that it is all about making a profit even after paying for the radio advertising.
I have seen business profit by using radio advertising in my area.