Here’s something that might surprise you: Bang for buck, radio advertising is still a great marketing tool and definitely should be in you branding toolbox. Caveat here: When done properly. What does that mean? It means you have to be smart when placing your ad “buy”. I mean, why spend good money on excellent radio production or JIngle if your spot doesn’t get heard enough? Find the station or stations that cater to your target demographic, then find the strongest day parts on those stations. Then. . . and this is the most important thing. . . buy with high “frequency”. Buy in Bulk. Think: Sam’s Club. Costco. WalMart. The bigger ad package you buy, the more people hear your message AND you get more bang for your buck. Negotiate with stations. They want your money. And you want their audience.
For example, if your local Top 40 station has strong ratings from 6am-9am, place the bulk of your radio ad buy during that morning show. It’s going to be more expensive than other departs on that station, but if your 30 second spot is well crafted and executed, by using say, Creative Mills, you will reach a very large piece of the pie. . . people that are listening at that time. In the ad word it’s called frequency. Kind of the same as real estate but instead of “Location, Location, Location”, it’s “Frequency, Frequency, Frequency”. It’s a simple concept. And it works!