Making Waves in Radio Advertising by Angel Fitzpatrick
Making Waves in Radio Advertising by Angel Fitzpatrick
A pharmacy owner contacted me to review an advertising package he had received from a local radio station . His pharmacy has a strong online presence , and they also advertise in print media , but he was interested in finding new sources to market and promote the store , while also being fiscally responsible . The radio station announced a $ 200-per-month deal that included the following :
• a couple of 30-second commercials to air throughout the week
• a banner ad on the station ’ s website
• a promotional sponsor mention on their “ highest-rated weekend show .”
His rationale for the consideration was that “ If it didn ’ t work , so what ? I ’ d only be out $ 200 for the month .” I suggested that if he were looking to blow $ 200 , I would be more than willing to be the recipient of said sum and definitely could have more fun spending his hard earned cash than he would for what he would – or , in this case , would not – be getting from that radio advertising package .
I have worked in radio for 13 years and I know the game . It is easy for small business owners to get lured into the myriad of “ packages ” radio stations have to offer . Rome , and your business , weren ’ t built in a day , or a month . It takes time to build a successful business and when it comes to advertising and marketing , it takes a lot of time and consistency .
Find the station that best fits your customer demographics and use your marketing dollars to sponsor traffic reports . These short ( 10-20 second ) spots are read live prior to or just after the traffic report . Plus they are usually less expensive to buy than traditional radio spots . Additionally , your business ’ message is not lost in the middle of a commercial segment .
The more traffic sponsorships you can buy , the better . Don ’ t expect to buy a handful of sponsorships and immediately see an increase in sales . Buy several traffic sponsorships each day , week , and month . You can typically negotiate a discounted rate when you sign a sixmonth or one year contract .
Create , create , and create . Consider creating a promotion for the radio station . With the holidays approaching , I suggested he create a partnership with one of his client med spas and create a promotion that would include a rejuvenating treatment complete with custom compounded medications from the pharmacy . A package like this creates a win-win scenario for the radio station , his pharmacy and the business of his client .
The keys to a successful radio campaign are finding avenues that let your business stand out from the rest , creating consistency , being creative , and creating value .
Radio Facts :
Video may have killed the radio star , but the average American listens to roughly 15 hours of radio each week .
Of those adult listeners , 95 % fall within the $ 75K + household income bracket with daily tune-in times of over 2 1 / 2 hours .
Radio is a viable medium year round . Some media choices peak and dip throughout the year , but radio experiences a level of consistent listeners across all four quarters of the year .
Source : RADAR ®