Radio advertising is a great marketing tool for helping you promote your business. It is especially useful in helping entrepreneurs reach specific demographic segments of the general population.
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Radio advertising costs vary according to region and market share. But as with any form of advertising, the issue is not so much the cost of the ad as much as it is the amount of return it will bring. If an ad costs $5,000 but results in a $6,000 profit, then it's a good deal. On the other hand, a $100 ad that only leads to a $90 profit isn't worth much at all.
With that in mind, here are a few tips to help you get the most out of your radio advertising dollars:
- Consult a professional. Many entrepreneurs get caught up in trying to create their own radio ads even though they have no background or experience in radio marketing. The result is wasted money, wasted time, and if the ad is too bad, negative publicity for your business. You're much better off hiring production professionals to produce your ad. They have the experience and know-how to give your radio spot the punch it needs to reach the people you want it to reach.
- Get proposals from several different radio stations. Make a list of the radio stations you believe have the most appeal to your target demographic. Then meet with them and ask them for proposals that include information about how effective they are at reaching your demographic, the recommended frequency at which they would run your ads, and the cost per point (cost to reach 1% of your target demographic).
Frequency is an important factor to consider in radio advertising. The idea is to run your ad enough times to impact the people you want to reach, but not so much that it becomes annoying or eats up your advertising budget unnecessarily. There is no standard frequency rate for all radio stations. The appropriate frequency is determined by the listening habits of your demographic for a specific station. It stands to reason that ads on a punk rock station targeting station-surfing twenty-year olds will need to run more often than ads on a news stations targeting sixty-five year olds.
Once you have received several proposals, it's time to analyze them and decide which one is best for your business and more importantly, your bottom line.
- Ask about sponsorships. Radio stations usually sell sponsorships for certain segments of their programming such as traffic reports, weather forecasts, etc. These sponsorships create an opportunity for your business to gain regular exposure at the same time every day as well as additional mentions throughout the day. You may also want to explore the possibility of sponsoring station events.