RADIO ADVERTISING: HOW TO GET THE RESULTS YOU WANT

 

In this day and age, radio can still be heralded as the king of all media channels – more than television, more than smart phones and yes, more than social media. And thanks to the likes of podcasts and audio streaming, new listeners are continuously gained in the millennial demographic too.

That’s why advertising on the radio is not only still relevant, it’s one of the most effective ways to get your message out there – IF you do it right.

 

Key benefits of radio advertising

 

Reach. Being the only true mobile medium, radio offers you the opportunity to deliver a short and powerful message to a large audience whether they’re driving their car or brushing their teeth.

Cost-effective. There is no need for logistics or equipment to produce a radio ad. Radio spots are also less expensive than for TV and are often sold in packages of a certain number of spots in a rotation.

Quick turnaround time. The timeframe leading up to an ad being aired can be as little as few days, allowing businesses to promote current activities and promotions.

Immediacy. Research shows that radio regularly reaches consumers within two hours of them buying something.

Frequency. According to psychologists, consumers must hear an advert at least three times before the message hits home. Radio is the perfect medium to achieve such levels of frequency that successful advertising calls for.

Unique targeting. With radio you can save money and boost sales with the ability to pinpoint your advertising to best match your intended market. This includes things like geographic-, daypart- and language targeting.

Making ads that work – the creative process

 

  • Step one: Ensure you have a clear understanding of your brand, your audience and the results you wish to achieve.
  • Step two: The creative brief is the most important element of your ad campaign and the clearer it is, the better your message. Remember you only have a few seconds to captivate your listeners!
  • Step three: Get the message just right. The only tools at your disposal are words and you must use them in such a way that your audience clearly and easily gets the idea – and is excited by it. Don’t be afraid to go for the feels – nothing cuts through noise and engages listeners like stirring up an emotion with a single-minded concept. Also take care when working in different languages that the key message doesn’t get lost in translation. And for as far as possible, keep your message current and relevant to what’s trending.
  • Step four: Getting that perfect script and bringing it to life relies on you sourcing the right talent for the job. This includes writers who understand the nature of the radio industry and that voice that will best get your message across. To keep your messaging fresh, it’s a good idea to switch up the execution of your production every now and again, but don’t use too many voices as it can become expensive.
  • Step five: The bow that ties all of the above together (or makes it fall apart) lies in the production value of your advert. While radio is much simpler than TV, it doesn’t mean you can just slap something together. You don’t have the luxury of visuals to draw your listener in so it’s vital to grab their attention right from the start with a good script, the right voice, suitable music and memorable sound effects.

 

The do’s and don’ts of media strategy

 

    Do’s:

  • For effective media penetration, it’s important to understand and tap into your target market’s listening habits. Take into account factors like commuting schedules and sporting and religious activities so that you can reach them wherever they may be in their vehicles, buses, taxis or trains.
  • For effective media penetration, it’s important to understand and tap into your target market’s listening habits. Take into account factors like commuting schedules and sporting and religious activities so that you can reach them wherever they may be in their vehicles, buses, taxis or trains.
  • Plan your strategy according to each radio station’s regional strengths and weaknesses.
  • Plan your strategy according to each radio station’s regional strengths and weaknesses.
  • Go beyond generic and traditional messaging to keep your listeners engaged – include things like competitions, call-ins, associated events, live-reads, outside broadcasts and prize giveaways (cash is best!)
  • Go beyond generic and traditional messaging to keep your listeners engaged – include things like competitions, call-ins, associated events, live-reads, outside broadcasts and prize giveaways (cash is best!)
  • Include a listener call to action to strengthen the connection with your brand

 

    Don’ts:
  • Don’t flight your ad below the required threshold weights i.e. reach vs frequency.
  • Don’t choose a DJ based on your personal preference, go for the best match based on what your target audience likes.
  • Don’t just think about how much it costs to reach your consumers but rather how to create a connection with them.
  • Don’t allow radio stations to “back-fit” you into their existing competitions. They must work with you in order to achieve a successful campaign.

 

For any further information, or assistance with radio advertising, feel free to contact BWD Advertising (BWD) on 011 321 0193 or email info@bwdadvertising.co.za.