Making a Radio Advertisement That Works
Radio advertising can be very effective as well as very affordable. Consider the idea of having your own business jingle made up. I used to always believe that this would cost thousands and thousands of dollars, but it does not. There are a lot of companies that make jingles all day every day and the prices can be as low as a few hundred dollars. You can end up with a catchy tune that portrays your business in a very professional manner and gives potential customers the feeling that if this business can afford their
own jingle they must be reputable. Just because someone can sing a catchy tune about a business does not guarantee the fact that they can do what they promise. It does, however, add to your overall corporate
image and ultimately increases awareness of your business.
The following list identifies some of the tips for making a successful radio advertisement:
1. try to make the advertisement stand out from the
crowd;
2. use humour wherever possible;
3. only try to get one point across in each radio advertisement;
4. repeat your point as many times as possible;
5. give the listener a reason to buy your product;
6. tell the listener when they should act; and
7. make sure the voices being used are good radio voices.
The radio station will help you produce your radio commercial. Once you pay for it you own it so you can
take it away and play it on any other radio station you like. This policy may vary from station to station so make certain it is clarified beforehand.
Like most forms of media, you pay more for prime positions and it is important to decide exactly what your
objectives are before booking air time. An advertisement that is played during prime time may have five times the number of people listening than at two in the morning, but you will probably pay five times the amount for that particular space.
Think about who you are trying to reach by advertising on the radio. If you are targeting pensioners, will they be listening at 2 a.m.? It is very unlikely; however, if you are targeting taxi drivers or shift workers, a 2 a.m. space is probably perfect.
Once you know who you are targeting and you have an idea when they will be listening (the radio station should be able to provide these figures) you can book your air time.
If you book ‘run of station’ for blanket coverage, the radio station will slot your advertisements in anywhere,normally with a proportionate mix of prime time and quiet time. This is the easiest way to book space; however, you really need to think long and hard about the benefits of your advertisements being played in the middle of the night.
Another option is to sponsor a regular radio feature like the weather or the drive time traffic report or the entertainment guide. If your business is relevant to an area like this, ask for prices on sponsoring that space.
