In order for you to determine if Radio Advertising is right for you, you must be able to answer these questions?
How Do You Define Success?
How many devices, or how many customers must subscribe to your service before you will make a return on your investment?
Many people go into radio advertising thinking they will try it for a little while and see if it works. Radio advertising is not just a shot in the dark. It has proven to be successful for businesses time and time again. Many people who try radio advertising, either a. Try it for to short of a period to see the returns on their investment, b. Buy the cheapest spots possible rather then the most effective spots possible for their budget. or c. Have a cluttered and non-straightforward advertisement that doesn’t make a point to the consumers and doesn’t compell them to buy.
Do you have a compelling offer?
The offer in your direct response radio ad is one of the most important elements. Your ad offer should be relevant, compelling, and should make one point. What makes your product or services better then your competitors? What makes consumers buy your products.
Do you have the infrastructure to support a direct response advertising campaign?
When done right you are going to get an extremely large response from your direct response advertising campaign. Do you have a 800 number? Do you have a website that can sell your product or services for you? How many people can you service in just 1 day? If you are prepared for the massive response you are going to get from your advertising campaign then you will be able to maximize your profits and truly grow your business.
Are you ready to release control?
Many business owners love their business so much that they are unwilling to let other people affect it. They don’t want to release control of any aspect of their business including the advertising because they assume they know what is best for their business. For the most part, many business owners are so passionate about their product or services that they do know it the best and know how to sell it the best. However, when it comes to radio, you must be willing to release control of your radio advertising dollars to your account manager. This is a big reason why trust is so important. If you don’t trust the person you are working with then you will have a very hard time doing this. Your account executive should be an expert in his field thus being able to offer you the best radio placement for your business. To learn more about me click here for my bio.
How is your product different from your competitor?
If your product is similar or the same as another product on the market that is already known, you will have a hard time creating a direct response. Even if your product is the same you must be able to differentiate it. For instance, your product must have a spokesperson that people know and trust that says your product is the best. An example of this that works really well on radio is having AM talk personalities endorse your product on air. Another thing to do is to offer a special that your competitor isn’t. For instance, give away your product in return for your customer to sign up with you. Or if you have a extra service you offer your opponent doesn’t focus on that. Google hasn’t become more succesful then Yahoo in the web search world by advertising better, but by offering better search results and the more people that found out about it the more popular it became.
THE GOAL WITH ANY DIRECT RESPONSE ADVERTISING IS FOR PEOPLE TO THINK OF YOUR COMPANY FIRST WHEN THEY ARE READY OR IN NEED OF YOUR PRODUCT OR SERVICES!!!
If you want more info or are intersted in advertising on radio email me at cameronsamimi@clearchannel.com
Effective Radio Advertising 