Make your message urgent and build listener recognition in on-air
It may have been the invention of a simpler era, but radio is still as
relevant and influential today. Small-business owners rely on the medium
for its affordable air time and the ability to define listener demographics
based on programming formats.
Radio waves also are far-reaching: they are heard by 97.7% of people
ages 25 to 54 each week, according to Retail Strategies,a newsletter
by American Express. Furthermore, 63% of adults in the same age category
listen to radio within one hour of making their largest purchase of the
day. The newsletter suggests tips for seizing such potential in your radio
- Get your name out. Mention your store's name at least three times in
a 30-second spot and four times in a 60-second spot, and use the same slogan
or jingle in every commercial to reinforce your brand.
- Use strategic repetition. Run your ads in short "flights"
(brief periods of days or weeks), and repeat a spot at least three times.
Reinforce your radio ads with another medium print is especially
effective coupled with radio.
- Be scientific. Compare your store's typical customer with a radio station's
demographics before choosing where to air ads, and track response by advertising
special products and measuring sales.
- Say it loud and clear. Make your message urgent and discuss your product's
strong points, describing items in detail to make up for the audio-only
- Make a deal. Ask the ad sales department if the station offers specials
or discounts on air time.
Copyright © 1999 by Bond Communications.