Category: Radio Commercial

Radio Marketing: The Pros and Cons

Radio is probably not the first thing that comes to mind when you are thinking of ways to advertise your business. Especially in these days of social media and Facebook pages, radio might seem old-school. But radio marketing can be an important part of your media strategy. To do it right, you need to know the pros and cons.

Pros of Radio Marketing

The primary advantage of radio marketing is that it allows a brand and business to target a specific core demographic. Because radio stations have different formats, you can reach a specific group of consumers to raise brand awareness.

It’s affordable

If a brand and business is willing to advertise during low listener times, then getting their advertisement on the radio can be highly affordable. This is why it is so important to explore when a core demographic listens to the radio. The cost per customer, if core demographics can be targeted during off-times, can be incredibly low.

Reach

Radio doesn’t just reach a large number of consumers specifically, it reaches 93% of Americans, and radio is actually the number one in mass reach for adults 18 to 34. It also reaches people throughout the day, even when they’re at work, reaching 41% of listeners between 3 and 7 pm.

Repetition

In the world of radio, an advertisement can be repeated every few minutes and still feel fresh to the listener. If you imagine radio listeners are always spinning the dial and skipping commercials, you’re simply wrong. Nearly two-thirds of all radio listening occasions involve staying on the same station, and that jumps to a hearty 90% when looking at listeners who are loyal to the station. Coupled with the amount of time regularly spent with radio, that means listeners are sure to hear your ad sets. That also means it’s easy to build frequency and help lift brand and ad recall.

Target to a radio audience

There’s a lot of geographic, demographic and psychographic data out there to help brands reach the right audience, especially thanks to their loyalty. This means you can not only select the right station, but you can also select the right daypart based on the genres and shows they love most.

Cons

The primary disadvantage of radio marketing is that the information contained within the ad can be difficult to remember. There is no way for a potential customer to store a phone number, address, or brand name for later like they can with emails, print ads, and other forms of direct marketing. You have to rely on the consumer’s memory to write down key information.

No visual appeal

Humans are incredibly visual creatures, and that can help strengthen the impact advertising has on consumer recall. It can be easier to express certain complex ideas, like how to use a new kind of product, by showing the audience. That being said, the theater of the mind is still incredibly powerful. The right creative can paint a vivid picture in a listener’s mind.

Poor attentiveness and Fragmentation

A primary drawback to radio marketing is that people listening to it are often engaged in other activities, such as driving. Therefore, you don’t get the same level of attention with your ad as you might through other media. It can take many impressions before a listener actually hears your message.

Key times can get expensive

Many brands and businesses like to target key commuting times in their communities for their advertising. This creates a high demand for those times, which allows them to charge more for every spot. The best times often go to those who are willing to pay the most.

Have any questions about radio marketing? Contact us here.

4 Things You Should Know About Advertising on the Radio

Advertising on any medium will take a lot of prep, strategizing, and effort from your business. Radio advertising is no different. Today we’re discussing everything you should know before looking into advertising your business on the radio.

Radio is very cost-effective

Digital and TV advertising are not as cost-efficient as radio advertising. The costs associated with advertising on the radio have grown less than other common forms of advertising. Newspaper advertising rates continue to climb as circulation for printed newspapers has fallen. More viewers record shows so they can skip the commercials, which means costly Television commercial rates run the risk of being unseen.

It’s easier to have consistent messaging through Radio because it’s cheaper than other mediums.

If you’re looking into saving even MORE money with radio advertising, you should look into purchasing your ads further in advance. This will help reduce the costs of your time slots and could maybe convince your buyer to include a bundled service package or discount.

Radio advertising has the largest reach

According to a recent report from Nielsen, radio has the highest weekly reach across all American age groups, as more than 90% of all adults listen each week.

Reach is required if your objective is promoting your business. If you want to talk to a lot of people about your brand you should look into advertising over a longer period of time, advertising during multiple times of day, using a few different stations, and taking advantage of short-duration commercials. An advertising strategy using six-second ads at the beginning of every commercial break all day long. Or you could opt for: 15-second ads with a short and sweet message.

Radio is great for branding

With radio advertising, you are front and center in the listener’s attention span when your ad is on the air. You’re never buried on page 42 and you’re never surrounded by your competitor’s ads on the radio. You’re always on the front page with radio.

Radio advertising can be very effective for branding and awareness campaigns, or for specific calls to action. It’s important to remember the modern shopper and their journey. As such, only making use of one channel for any given campaign is lessening the success rate of the venture.

Brand recognition is fortified with radio advertising in ways other mediums just can’t compete with. More than 243 million American adults listen to the radio each month. Frequency is a specific component and kind of “secret sauce” when it comes to the principles of media advertising and is unparalleled anywhere else.

Great ROI

Additionally, radio is a great way to get the most bang for your bucks. The medium offers huge returns on your advertising investment. Radio can even deliver an average 8$ incremental sales for every $1 spent on advertising.

As a small business owner, measuring the ROI of your advertising efforts is critical for success. You shouldn’t continue spending money on campaigns that aren’t delivering results. Even if the radio works for most businesses, you should analyze the ROI, and track how much business it brings you.

Have any questions about advertising on the radio? Contact us here.

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Why Radio Advertising Is Still Relevant

Advertise. Rinse. Repeat.

The great thing about radio advertising is that it generates substantial bang for your marketing buck. In fact, when done properly, businesses can experience exponential growth within the first year or two. Businesses that use radio experience tangible results in terms of metrics like brand visibility, website traffic, and overall revenue.

Radio matters to businesses. It reaches more people than any other medium, is relevant in today’s culture, and is highly trusted by loyal listeners. Most importantly, it helps businesses grow their bottom line.

Psychologists tell us that consumers need to be exposed to an advertising message at least three times before it begins to resonate. When businesses review their advertising budget and take this factor into account, radio is one of few mediums to choose from that offers an affordable, repeat-ad plan.

Targetting Your Radio Advertising.

You hear a lot about millennials, the so-called lucrative consumer segment that most brands spend all their money on. However, the over 50s are one of the fastest-growing and richest demographics in the United States, according to research. And with a great radio commercial, you can target this group effectively and generate more leads to your business. It’s not just the over the 50s, however. All age groups listen to the radio at some point, providing you with ample marketing opportunities.

Pinpointed advertising on the station or stations that best match your customer’s interests is like serving them their favorite meal at the time they expect to eat and that targeted effort can save you dollars. Even with all of these proven reasons, the method you will choose will depend on a number of factors – who your target audience is, and what your budget will allow.

Due to the targeting potential in radio, from access to the local community to the ability to address very specific submarkets using individual stations, a well-crafted radio message can provide the insight necessary to reach the right listeners – the individuals who likely will become customers. Once you know whom you’re talking to, it becomes much easier to determine an authoritative, trustworthy way to communicate.

Spend Your Money Where The Ears Are

Facts are facts. Radio is a top medium for adults of all ages, 93% of us listen to AM/FM radio over the airwaves, which is higher than TV viewership (88%), PC use (50%), smartphone use (83%), and tablet use (37%).

The costs associated with advertising on the radio have grown less than other common forms of advertising. Newspaper advertising rates continue to climb as circulation for printed newspapers has fallen. Television commercial rates are costly and run the risk of being unseen as more viewers record shows on DVR just so they can skip the commercials.

Radio resonates for longer than other mediums. In fact, studies show that average radio listening times have more than doubled in the past five years. While a YouTube ad or banner ad might be momentary, radio commercials continue to produce results. Consumers hear the radio on their commute to work, for example, making this a profitable marketing opportunity.

Have any questions about radio advertising? Contact us here!

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3 Reasons Why Radio Commercials Boost Sales and Leads

Think video killed the radio star? And YouTube killed the video star? Think again. Radio is still a compelling marketing medium and has the power to target consumers who don’t use the Internet. Here’s why you need to incorporate radio commercials into your digital marketing strategy. You’d be a fool not to.

1. Radio Commercials Target Lucrative Markets

You hear a lot about millennial, the so-called lucrative consumer segment that most brands spend all their money on. However, the over 50’s are one of the fastest-growing and richest demographics in the United States, according to research [1]. And with a great radio commercial, you can target this group effectively and generate more leads to your business. It’s not just the over the 50’s, however.

All age groups listen to the radio at some point, providing you with ample marketing opportunities.

2. Online Radio is Big Business

Online radio might play second fiddle to more dominant digital marketing platforms like video streaming, but it still provides a hefty return on your investment. In fact, studies show that the number of Americans over the age of 12 who listen to online radio has skyrocketed in recent years, and was the highest it’s ever been in 2016 [2]. Online radio offers customers more choice and lets you get your message across in mere seconds. The result? More customers, higher sales, and greater revenue. Use radio as the basis of your lead generation strategy.

3. People Listen to Radio For Longer

Radio resonates for longer than other mediums. In fact, studies show that average radio listening times have more than doubled in the past five years [3]. While a YouTube ad or banner ad might be momentary, radio commercials continue to produce results. Consumers hear the radio on their commute to work, for example, making this a profitable marketing opportunity.

Radio advertising is known as the “theater of the mind.” This is because the images created by radio are ones that come from inside your mind. With only 60 seconds to convey a message compelling your otherwise distracted audience to act, you can see why radio commercial production is such an exciting challenge.

There are three main parts of creating a radio ad you must always consider. These include:

- Casting is vital.
  - Without the right voice talent, you’ll waste a lot of time and money. For this, you’ll need to really understand the ad’s tone. Not only do you want the voice to grab attention, but it must also be believable and resonate with your audience.

- Directing the voice talent towards creating an effective ad occurs in several steps.
  - - It’s important that your pre-session consists of just one person talking to the voice talent so they’re not overwhelmed. You must also be ready to produce any sounds you’re envisioning. Make sure you can articulate this to your voice talent. In this regard, you’re acting as a coach.
  - Producing crisp, clear sound is important.
    - Loud music either distracts your audience or drowns out your voice talent. In either case, you don’t want this to occur. So, if it isn’t necessary, don’t include music in your ad. Once you have your ad created, make sure you save it as a .wav file so quality isn’t lost when you’re working on different drafts, which happens with MP3 files.

Killerspots Agency, specializes in radio marketing, creative creation and strategic media buying that is not only engaging but trackable. ROI that turns listeners into traffic through your doors.

Hearing is believing. Click to hear some of the custom Radio commercials produced for businesses all over the United States in many different industries. It may just inspire your creative juices for some effective radio to drive sales!

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Understanding Radio Commercial Production

There are three main parts of creating a radio ad you must always consider. These include:

Casting is vital.
- Without the right voice talent, you’ll waste a lot of time and money. For this, you’ll need to really understand the ad’s tone. Not only do you want the voice to grab attention, but it must also be believable and resonate with your audience.
Directing the voice talent towards creating an effective ad occurs in several steps.
- It’s important that your pre-session consists of just one person talking to the voice talent so they’re not overwhelmed. You must also be ready to produce any sounds you’re envisioning. Make sure you can articulate this to your voice talent. In this regard, you’re acting as a coach.
Producing crisp, clear sound is important.
- Loud music either distracts your audience or drowns out your voice talent. In either case, you don’t want this to occur. So, if it isn’t necessary, don’t include music in your ad. Once you have your ad created, make sure you save it as a .wav file so quality isn’t lost when you’re working on different drafts, which happens with MP3 files.

Knowing how vital a radio commercial is for your business, isn’t it time you start creating them? When you’re ready, go ahead and contact us. We’re here to help!

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Radio Commercial Production: Cost Effective & Time Efficient

As a business owner, you’re always looking for new ways to advertise your service and/or products. If you haven’t done so already, consider radio commercial production as a way to reach more people. Radio is an effective and efficient way to spread the word to a large number of consumers.

Advantages of Radio Commercial Production:

Cost Effective

Since you don’t need as much production time compared to some other forms of advertising. A radio commercial doesn’t take as long to create and is therefore less costly. Also radio spots are more affordable than many other types of media. So your ad can run more times, enabling you to reach additional people with your message. According to a report by Nielsen on the effectiveness of radio advertising, “each dollar of ad spend generated an average sales return of $6 from the listeners in the 28 days after they heard the ads.”

Time Efficient

Because of targeted radio stations, you have a wider variety of choices. You can reach your demographic easier and more quickly. Based on the type of listeners — such as a country station or a station that plays oldies. You won’t waste time advertising to people less likely to find your product of interest. Also, you only need a small amount of lead time in radio, so you can get your ad out and running more quickly. According to another report produced by Nielsen, “More than ninety percent of Americans listen to radio each week.” So don’t overlook the time efficiency of marketing to such a large audience.

Contact us for more information on radio commercial production. We’re a full service, digital marketing, production and media agency. We help clients to develop and grow!

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