8 Common Radio Ad Mistakes and How to Avoid Them

radio ad mistakes

More than 90 percent of American adults still listen to the radio on a weekly basis. That’s a lot of ears for a business to be missing out on.

As the numbers show, radio is a powerful tool for reaching listeners. Whether a business wants to reach listeners countrywide or prefers a more local approach, radio could be the right tool.

That said, some business owners have discounted radio as an effective advertising tool for their organizations. That could be because they’ve made some radio ad mistakes with previous campaigns.

To be successful, advertisers should watch out for these eight common pitfalls. This guide can help the savvy advertiser not only avoid them but build a better campaign too.

1. Talking in Cliches

One of the most common radio ad mistakes is using clichés in the ad copy. Almost nothing gets listeners to tune out faster than turns of phrase they’ve heard dozens of times.

Why are so clichés so ineffective? They’re common phrases that many other radio advertisers are drawing on too. When all used car lots are advertising themselves as “the #1 choice to get a car!”, the words stop having meaning. If everyone is the top pick, how are listeners supposed to choose?

The same is true of many other common phrases:

  • “We won’t be undersold”
  • “#1 in Customer Service!”
  • “Storewide savings”

The best bet here is to avoid these phrases altogether. Is there another, better way to say that customers can get great service?

Avoiding clichés helps a business stand out. Listeners perk up when they hear something different. The uniqueness of the phrasing is more likely to stick with them.

As an added bonus, the advertiser now sounds different than their competitors. They stand out, which makes them more memorable. The next time a customer is looking for a service or product, they’re likely to look up this business.

2. Too Much or Complex Information

Another very common misstep with radio advertising is trying to cram in every minor detail. A 30-second spot may seem like a lot of time, but trying to list every single product that’s on sale is probably a poor tactic.

Complex information is also a problem. Keep in mind that people are listening to the radio, which means they have to retain information in their heads. They may not have a pen and paper handy to jot something down.

What’s a radio advertiser to do? Focus on the highlights. What are the best deals in the store right now?

Highlight a couple of products or deals, then entice the listener to get in touch or pop into the shop to check out more great savings.

If there are complex details, like legal copy, it might help to consider a line like “see store for details” or “visit us online for full contest rules.” That offloads the work the ad has to do, and it makes it easier for potential customers to remember.

What about details like contact information or driving directions? Again, simplifying is the best bet. Try to think of the easiest way to describe directions to the business location.

If that can’t be done, directing listeners to another resource, like a website, could be a good option. This may be especially helpful if the business has several locations. It allows people to find the location nearest to them.

3. Radio Ad Mistakes with Airtime

Many radio advertising campaigns also make mistakes with airtime. There are a few different factors to consider in this arena.

Many advertisers think they need to get their ads on during what’s known as “drive time.” This window usually includes the morning and afternoon commutes, when people are most likely to be in their cars. They’re typically listening to the radio.

The problem is that radio stations will usually charge a premium for what’s considered “prime time” in the industry. Advertisers will pay more to get one of these slots.

Research indicates this may not always be the right choice. Running an ad at an off-peak time could be just as effective, if not more effective. Many people who are listening during drive time also listen at other times of day.

Some groups may not listen during drive time at all. Retired people may not have a commute, so they may be listening at off-peak hours in the morning or early afternoon.

Office workers may actually listen to the radio all day, and many stores and professional offices have the radio on to entertain clients.

Another common issue is ad frequency. Even if an advertiser chooses an effective slot, they may decide only to run their ad at one time in the morning. They might also not run the ad campaign long enough.

The end result is that the listener doesn’t hear the ad often enough to take action. As a general rule of thumb, a listener needs to hear an ad at least a few times per day over a couple days. If a business only runs their campaign for one week with one slot per day, even listeners who tune in every day may not hear the ad enough to act.

4. Using the Wrong Budget

Budget is a big concern when it comes to radio advertising. Using the wrong budget can cause problems for a campaign. Too small a budget may mean an advertiser runs a shorter campaign, which can lead to ineffectiveness.

There’s also a question of how to spend the budget. Many advertisers make the mistake of overspending on drive-time ads, as mentioned. Effective ad spend, though, might mean choosing slots outside the premium times.

In turn, the budget can go farther. That may mean advertisers can keep the campaign running longer, while also optimizing ad spend and improving returns.

5. Not Knowing the Audience

Another very common stumbling block with radio advertising is not knowing the audience. This can factor into choosing the wrong time slots, but it can also mean making mistakes like choosing the wrong stations altogether.

Advertisers should always consider their customer personas. Who actually buys this product or this service? Who is this ad trying to reach?

If a dentist’s office is trying to advertise a deal on dentures, choosing the local pop station playing all the latest hits may not be the right choice. Just as the audience might be older people listening outside “drive time,” they might also be listening to a different channel altogether.

6. Overwhelming Listeners with Numbers

Advertisers often have lots of numbers they want to include in their radio spots. Think price lists, phone numbers, or discounts.

Yet including too many numbers can make the ad overwhelming for listeners.

Why? Remember that most people are listening and don’t have a handy place to take down information. They might be driving or away from their desks.

That means they need to keep all the information they hear in the ad in their short-term memory. If they hear too many numbers, they may mix them up or get confused. When they try to call the business later, they find they have the wrong number.

Stick to fewer numbers whenever possible. Instead of advertising every individual price, include a range or “starting at.” Repeat the same numbers to help listeners remember them.

7. Falling Short of Amusing

Many advertisers wonder what types of ads are most engaging for radio listeners. Lots of people assume humorous ads get the best results.

It’s true that an amusing ad is likely to bring a smile to a listener’s face, and they’re likely to remember it. Many advertisers try too hard to be funny or quirky, though. The result often falls flat.

Trying too hard to be amusing can be more annoying than anything. It may have listeners reaching for the dial and switching stations.

It can also work against delivering important information in a clear way that’s easy to remember. If the ad isn’t amusing in a naturalistic way, it might be better to try a different angle. In fact, ads that pull off “funny” or “amusing” are few and far between, but plenty of radio spots are successful anyway.

8. Not Working with the Professionals

Perhaps the biggest mistake in any radio ad strategy is not working with the professionals. Many business owners decide to go it alone for a number of reasons.

One may be that they think it will cost too much to hire a script writer, head to a recording studio, or hire a voice-over artist.

The result may be an ad that doesn’t sound natural. The script might be clunky or fail to deliver key information.

Even deciding not to work with an agency to get the right placements or develop campaign strategy can be a big misstep. It leads to misspent budgets, ineffective placements, and ads that don’t perform.

Instead, look to get the professionals on the ad team. With their help, better ads and improved performance are guaranteed.

Radio Can Work for Any Business

Radio ad mistakes like these can really trip up a business strategy. By working to avoid them, advertisers can create more successful campaigns.

Radio is a tool that can work for businesses of every size, all across America. Get in touch with an expert team now and discover the difference a great radio ad campaign can make.

5 Surprising Ways Radio Advertising Can Boost Business

radio advertising

Radio advertising has been around for a long time, but it has not lost its potency. If anything, radio ads have become more helpful to businesses in recent years due to the advent of online radio advertising.

92% of Americans listen to the radio each week. And 25% of listeners become more interested in a brand after hearing an advertisement for it. This can make a huge difference for your brand.

Radio ads can be critically helpful to the success of your business. But some of the ways radio advertising can help you might surprise you. If you have not considered radio advertising for your business, you might be missing out on the ways it can benefit your brand.

Keep reading to find out the five surprising ways that radio advertising can help your business.

1. It Helps You Reach Your Target Audience

Radio advertising is one of the most effective ways of reaching your target audience. You already know who your potential customers are. Radio lets you reach them directly. 

Not all radio stations are created equal. Every station will have a target demographic of listeners. You can discern what that target demographic is by the type of radio program the station produces. By choosing which radio station to advertise on, you are targeting your potential customers directly.

Additionally, radio stations have a local focus. On-air radio will target a specific city or region. This is truer for radio than it is for television.

If your brand has a local focus, you stand to benefit substantially from radio advertising. This is because your ad will be geographically relevant to every listener you reach.

If your brand has locally based locations or events, on-air advertising is very effective for publicizing them. You know that the listeners live in the vicinity of your brand, and can attend your events.

At the same time, radio has a wider reach than some other modes of targeted ads. Radio ads can reach anyone in the region with interests related to your brand.

In summary, radio advertising can be incredibly beneficial to your business because of its wide reach with a targeted focus.

2. It Induces Cognitive Thinking

Watching television can be a passive experience. Same with scrolling through your phone. But really listening to a radio program requires active listening.

This engages the cognitive part of your brain.

Cognitive skills help you do things like think, learn, reason, and remember. You want listeners to be engaging in these activities when listening to your ad.

Active listening means that listeners are actually engaging with your advertisement. This does a few things that can be helpful for your brand.

First, it creates better retention. Even if listeners don’t immediately seek out your brand, they remember your advertisement. When they need a product or service like yours, they are more likely to seek you out, because they have heard of you.

For more information on how to make your advertisement memorable or unique, click here.

Second, listeners are more likely to think about your service or product and whether they need it. Even if it hadn’t occurred to them to seek out that service before, they might now.

Radio has traditionally been called the “Cinderella medium.” This is because when things go right, the results can be incredible.

One of the reasons it can be so incredible is that the radio can be heard from pretty much anywhere. Think about it: most people listen to the radio when they are in their cars, traveling from place to place.

This can be beneficial in its own right. If your target customers are listening to the radio while they are out running errands, they are already in the buying headspace. If they are thinking about shopping when they hear your ad, they are more likely to seek out your product or service.

3. It Can Bolster Your Online Presence

Radio as the “Cinderella medium” has never been truer than it is now.

In addition to listening to the radio in the car, you can now stream radio programs and stations on the internet.

Some people think the radio is outdated because many people don’t have traditional radios in their homes anymore. But they are wrong.

Even though many people don’t have a traditional radio anymore outside of their car, many people have a smartphone. And if you have a smartphone, you have radio access.

This is great news for online brands. When your ad plays via online streaming, it can be paired with an advertisement banner. When listeners want to know more about your product or service when they hear your advertisement, they can click on the banner. From there, they will be led to your product site.

This can help you make a sale, or even gain social media followers if you link your banner to an Instagram or Facebook page. Before long, you will be able to advertise to your target customers from multiple platforms.

It also allows your brand to engage with listeners in multiple mediums. By listening to the audio advertisement and then seeing your graphic banner, they are engaging two of their senses with your brand. This means that they are more likely to remember you.

4. It Personalizes Your Brand

Given the choice, consumers will always opt to support a brand that they have a personal connection with. Radio advertising gives you the chance to form that personal connection.

It gives them a chance to know you, and to know your voice. This is why it is helpful to have consistency amongst your ads in terms of whose voice the consumer hears.

It might be your voice, as the business owner, or it might be a voice actor, standing in. Either way, it gives your brand a personal touch. Before long, consumers feel like they know you.

By introducing a voice to your audience, it helps you create an identity for your brand. Consider producing your advertisement with professionals who can help you craft that identity for your target customer.

This is the best thing that could possibly happen to your business. Consumers are more likely to go with brands they trust. By offering up a human side to your brand, you are inviting them to trust you. 

We know by now that advertising is more effective when it engages emotions. By triggering memories or images or by telling a story, effective advertising can speak to people on a human level.

Radio advertising will allow you to do that with the sound of your voice. Never pass on an opportunity to connect emotionally with your audience.

5. It Maximizes Your ROI

Maximizing your ROI, or Return on Investment is crucial to any advertisement. Radio advertising helps you do this in a couple of different ways.

First, radio advertising can be a decently affordable way to get your message out there. Combined with the fact that you are almost definitely reaching your target audience, you are getting the most bang for your buck.

Secondly, the effectiveness of advertisements is maximized when they are repeated. Repetition will drastically affect your ROI. The more times a listener hears and engages with your advertisement, the more they are likely to remember it and act on it.

Repetition will drive home the point that your product or service is available and preferable to other similar services. This is also why it is productive to use a repeated tagline or phrase in your advertisement.

Thirdly, if your advertisement plays over online streaming, it is ultimately easier to track and measure your ROI. That’s because you get real-time results. This can help you figure out what works about your ad and what doesn’t.

Knowing how effective your ad is ultimately does two things for you. It tells you what you should change or keep the same for next time. As a result, it increases your ROI because you won’t make the same mistakes twice.

In this case, you are looking at radio advertising as a long-term investment. Your second ad will be better than your first, and your third will be better than your second.

If your radio ads are effective, you’ll want to keep producing them. Repetition over a long period of time will turn your voice and brand into a household name.

Radio Advertising Can Bolster Your Brand

Radio advertising may be one of the oldest forms of advertising, but it is just as relevant now as ever. Perhaps it is even more effective today, since the advent of online streaming. Radio advertising can bolster your brand by inducing cognitive thinking, adding personality to your brand, reaching your target audience, maximizing your online presence, and ultimately boosting your ROI.

To start planning your radio advertisement today, click here.

What Characterizes an Outstanding On-Air Broadcaster?

broadcaster

With all the different media options available, there is still something incredibly appealing to the radio. Radio is an intimate form of media that has been a staple of American homes for many generations

Have you ever dreamt about becoming a radio host? Have you ever wanted to be part of the great American radio show tradition?

Well, if you want to – then you have to have what it takes to be a great radio broadcaster.

Audio is an effective medium. Whether for entertaining, informing, or advertising it’s a great medium for reaching others.

But, it’s not as easy as it may look. Here’s what you need to know:

Be a Great Speaker

This may sound obvious, but being a great speaker is challenging. You might be the center of attention at the dinner table or a party, but that doesn’t mean you have a knack for broadcasting.

So how do you improve your speaking skills? We suggest practicing public speaking. While a broadcast might be by themselves in a studio, they are speaking to a large audience. Public speaking will teach you how to enunciate, persuade, entertain, and address a large audience.

You will also learn the importance of expanding your vocabulary. You’ll learn how to form your sentences to say as much as you can with a limited time frame.

Have a Great Personality

To be a great on-air personality, you need to think about what you want your style to be. Take a moment to think about famous talk show hosts – whether they are on the radio or television/video.

Do you want to be direct and matter of fact like Brian Lamb? Do you want to be confrontational like Joe Pyne? Easy-going like Bill Boggs or Dick Cavett? Or abrasive like Alex Jones?

Your on-air personality should be best-suited to what you are as a person. Your personality should be one that appeals to your listeners. The main theme, regardless of the personality you choose, is that you should be relatable.

Have a Sense of Curiosity

Regardless of what type of show you host, every broadcaster must have a sense of curiosity. If you are advertising a product, you must convey to the audience that you are interested in the product.

If you are telling a story or reporting the news, the listeners must be able to hear the interest in your voice. If you are interviewing someone, you should be curious about what they have to say.

You want to arouse an interest in your listeners. This can only happen if you show any interest in your subject.

You Must Know How to Listen

Being a broadcaster is not just about talking. You also have to give importance to listening. You can tell that a broadcaster is mediocre if they don’t listen to others. No one wants to listen to a broadcaster who only likes the sound of their own voice.

For example, when you are interviewing someone on the radio you want to make sure that you don’t constantly interrupt them. You want to make sure that you are actively listening to them. If you don’t have great follow-up questions and your interview doesn’t have a conversational style, your listeners will realize that you don’t give importance to listening.

Learn the Technical Aspects

While you may not need to ever handle the technical aspects of radio, it’s always important to understand them. Watch the sound engineers at work and ask them about what they specifically do.

You should be aware of the latest technologies so that you can adapt. You should know which are the best microphones and headphones for broadcasting audio.

If you ever decide to branch out into starting your own radio station or hosting a podcast, now is the time to learn the technical aspects.

Work Under Pressure

Any job in the media is demanding and requires you to work under pressure. This is an important skill to cultivate if you wish to work as a radio broadcaster.

You will have to know how to complete an interview or a news report in a short amount of time. If you are asked to advertise a product, you’ll have 60 seconds maximum – sometimes you’ll barely have 30 seconds.

If you have to report the news, you may only have a moment’s notice to broadcast breaking news.

The time limit and urgency are what makes the radio industry exciting. It’s also what adds tremendous pressure on broadcasters. Make sure you cultivate the habit of being calm and professional under pressure.

Work Well With Others

While you may be the solo host of your own radio show, working as a broadcaster is not a one-man job. It is a team effort and you will have to learn to work well with others.

Make sure you know how to work alongside your producer, sound engineer, etc. If you have a co-host or are interviewing a guest, you will need to know how to accommodate them.

Be Accurate

When you say something on the air it has the potential to be heard by millions of people. You want to make sure that you are responsible for what you broadcast. If you are broadcasting the news, make sure that you don’t twist the facts.

You want to make sure that you adhere to any guidelines or protocols that your producer has decided. You want to make sure that you maintain a high level of integrity.

Respect Your Audience

Finally, as you continue broadcasting you will build a loyal audience. It’s imperative to always show them respect.

Your audience is your lifeline. Make sure that you treat them with respect and that you always keep them in mind while broadcasting. They are always going to expect a high-quality broadcast. If you are consistent with your quality, the audience will remain loyal and will continue to grow.

Become an On-Air Broadcaster

Now that you know how to be a successful on-air broadcaster, we wish you good luck as you start your journey. Follow the steps in this guide and you are sure to have a successful career in radio.

Part of being a successful broadcaster is to have a great brand. Check out what we offer to see how we can help you with your brand.

7 Simple Ways to Make Killer Radio Commercials

radio commercials

The startling fact is that 92% of Americans still listen to AM/FM radio, despite the plethora of digital platforms available. That’s higher than TV viewership (87%), or the use of PCs (54%), smartphones (81%), and tablets (46%). Most people use the radio to listen to the latest music, popular talk shows, or their favorite sports broadcast. From a marketing perspective, radio is still an effective way to reach your target audience. We’ve compiled a list of nine simple ways to make the most of those radio commercials, lasting a mere 10, 15, 30, or 60 seconds. Check it out!

1. Create Attention-Grabbing Radio Commercials

With a 60-second commercial, you’ve got 15 seconds at most to grab the attention of your audience. Your ad needs to answer the following listener questions quickly:

  • What’s in it for me?
  • How will this product/service make my life or the life of someone I know easier, happier, or better?

Remember that most people are not interested in the detail of innovative products. They simply want to know if it is better in some way than what came before. Once they get that message, you’re half-way to winning them over as a buyer, because they will listen more attentively to the rest of the ad.

2. Good Sound Quality

Unlike television or online ads, radio has no visuals. This means that it’s critical to get the sound production right. Poor sound quality, annoying voices, and other glitches will not endear the audience to your product or service! While the wording of your advert is important, how it is heard is paramount.

The best adverts are those with a clever script that sounds good too. Employing professional sound technicians, and voice-over professionals, is well worth the investment. It could be the difference between an ad campaign bombing out or being a run-away success.

3. Invest In a Good Jingle

Jingles are one area where opinion is divided. That’s because we have all heard bad, corny jingles.

The hallmark of a good, catchy jingle is that it can easily be sung by a wide range of people. Besides that, the lyrics of the jingle need to be clearly enunciated and include the name of your brand or product. Jingles can also include useful information, such as a telephone number or web address.

It is a well-known fact that people find it easier to remember songs than plain old prose. If you want your product ad to feature a brand jingle that millions of people will remember for decades, then invest in a good jingle.

Just as with the rest of your advertising copy, your jingle should include a call to action. Both the jingle and your copy provide ample opportunity for creativity. Use it!

4. Get The Right Time Slots

Most radio stations have a scale of fees depending on the time slots you choose for the airing of your radio commercials. Don’t fall for the trap of selecting the cheapest time slots.  They are the cheapest because very few people are listening during those hours.

You need to tailor your time slot to your target audience. For example, if you manufacture breakfast cereals for children, the best time to air the radio commercial is at breakfast time, when kids will be listening. They will nag their parents to purchase the cereal in question they next time they are at the supermarket!

Similarly, advertising sportswear is best done in the commercial breaks during a sports broadcast. Advertising sportswear at breakfast time, or breakfast cereals during the live broadcast of an evening basketball match just doesn’t make sense.

As well as tailoring your time slot to the most appropriate target audience, you also need to tailor your budget to produce a full-length ad campaign.

5. Get Your Ad Frequency Right

You need to build recognition of your brand or product.  It is said that someone has to hear an ad three times before they recognize it.  Most advertising agencies will recommend that your ad is aired 21 times per week for 52 weeks in succession so that you gain optimum frequency and recognition.

Too many ads in one time period and your listeners will get sick of hearing your ad and zone out.  Too infrequent an airing and no one will even remember you advertised in the first place.

Rely on your public relations and marketing consultants to interpret your marketing data for you, and recommend the best way forward on the frequency of your radio commercials.

6. Keep Them Nibbling At Those Sound Bites

Everything is a process. Once your listening audience gets used to hearing (and liking) your radio advertisements, you need to start an ancillary or follow-up campaign.

Big-brand advertising is very careful about phasing out the old ad and introducing the new one. You don’t want to upset the listeners too much by suddenly depriving them of their favorite ad!

7. Get the Right Radio Station

Consider the location of your business and the reach of your product based on reliable target audience data. For instance, there is no point in creating a radio advertisement that’s played exclusively on East Coast radio stations when your business and most of your customers are on the West Coast. There are three things you can do to find what you need. 

Search for US radio stations by State. Alternatively, check out surveys to find out which are the most popular radio stations.

The third option, and perhaps most viable if you want to link your radio commercials to your other online platforms, is to choose to sponsor a local online radio station.

Online radio broadcasting has the advantage of being both national and global in its reach and can be a particularly good choice for those of you who have niche products or services. 

Engage Marketing Consultants

A PR company like Killer Spots Agency knows what they are doing.  We have made it our business to develop in-depth knowledge of all aspects of audio production.

As an award-winning marketing company, we invite you to listen to the countless samples of radio commercials that we have produced  Contact us via live chat or get a quick quote via virtually any page on our website.  We can certainly point you in the right direction, and soon have you coming out sounding like a symphony!

Why Is Audio Such an Intimate and Effective Advertising Medium?

effective advertising

Effective advertising in the digital age often is a matter of tell-don’t-show, in a manner of speaking. Sure, you still have to use concrete language and tap into the target audience’s emotions. More and more, however, that can be done through the sense of hearing rather than sight or touch.

We’re talking about audio advertising and the compelling power it has to reach educated, diverse markets. In the following article, we’re going to explore the reasons audio is so intimate and effective for this market. First, however, let’s look at whether the audio hype is myth or reality. 

Is Audio Effectively Better for Advertisers? 

Anecdotally, audio seems like a viable platform for advertisers to get their messages in front of the right people. One look at the plethora of podcasts, streaming platforms, and radio listeners will tell you that. What do the numbers say, though? 

Well, voice shopping is expected to grow to $40 billion annually by 2022, a 1,900 percent gain from 2018. Furthermore, over half of podcast listeners have annual household incomes of $75,000. Most listen to around seven podcasts per week as well.

We know from this data that the use of voice-related applications is on the rise from both user-activated and consumer standpoints and that the people listening are on-the-rise with more money to spend than the average person. Ever wondered why it’s that way? Here are some reasons.

1. Listener Behaviors Are Well Established

Podcast sponsorship is a pretty safe bet for getting into the audio advertising market. That’s because podcasts easily can list their subscribers. In fact, it behooves them to have that kind of transparency.

Also, given the niche focus of most podcasts, you know automatically what type of behaviors and preferences these users have established. You really don’t have to do as much legwork to figure out everything.

2. Listeners Subscribe Based on Their Trust of a Personality

Something else podcast marketing has going for it many other forms of advertising do not is a built-in endorsement. See, listeners choose a host or team to listen to because they’ve already been engaged. Engagement is built on trust.

The relationship with podcast marketing differs from even radio advertising, which wears the stigma of corporate sponsorships and one-size-fits-all. Podcasts are built around interests, and influencers in this arena understand that when they welcome an advertiser aboard, they’re indirectly adopting acceptance of the brand they’re pitching.

You, as an advertiser, benefit from the intimacy that influencer has established. That can be a win for everyone involved with the right offer.

3. They Are More Forgiving of Audio Interruptions

The standard video commercial doesn’t play to a captive audience. They get up, check the chicken in the oven, use the restroom, or catch up on chores until their program-of-choice is back.

Audio advertising usually plays to a captive audience driving to and from work or handling something work-related at their desks. They are far more forgiving of these interruptions because a) audio advertising usually is shorter (20 seconds to a minute per break), and b) it’s generally tailored to whatever piece of content they’re listening to.

In other words, they find the advertising shorter, more relevant, and easier to digest. As a result, they’re going to be willing to listen instead of redirecting their attention somewhere else. 

4. They Continue to Adopt Audio in a Variety of Forms

The captive audience thing is so important when you think about those primary ways your audience consumes audio content or audio stories. Whether it’s through podcasting, listening to a streaming service like Pandora or Amazon Music, or playing a radio app, the audience is mentally ready to engage.

5. Listeners Also Appreciate the Conservative Size of Audio Files

Data usage is a growing concern for consumers trying to control costs. Downloading audio files goes quick and smoothly over a Wi-Fi network, allowing your audience to listen whenever and wherever they choose.

Ways to Use Audio to Your Advantage

Now that you know why this form of advertising and content consumption is so intimate and effective for your target audience, you need to shift your focus to how you can use this knowledge and formatting to your advantage. Here are some quick suggestions. 

Content First

Start by being a consumer first. Listen to the programs and platforms you’d like to capitalize on. Note how long each advertising spot is, when it appears, and what type of information it covers.

From there, invest in high-quality equipment for shooting and editing. Use layers to enhance the sound quality and noise cancellation to buffer out any remaining distractions. Last but not least, test multiple ads across several programs and platforms to learn what works.

Add Color and Background

Beyond the content itself, listen deeper for maximum effect. By that, we mean to note any use of background music and sounds. Find ways you can incorporate those effects into your own advertising.

Make sure you have permission or the legal right to use whatever you choose for adding to the end-listener experience. This especially is important for longer-form advertising like audio stories (see Reid Hoffman’s Masters of Scale podcast for examples of this technique done right). Lastly, choose the right voice-over person for your ad. 

Partner with the Right Creator

Tailor an offer to the specific audience. That means partnering with a content creator in your niche. Someone who can deliver the right target market for your product or service. 

Change It Up

Use different content creators and change up your messaging and offers. There’s no better way to get a feel for what works and what doesn’t then trying to best your best effort. 

Review Your Results

Pay close attention to the analytics. Using promo codes on special offers that are tailored to that audience is the best way to see if you’re getting an adequate return on investment. 

Audio Is Effective Advertising Because Listeners Choose You

We recommend audio as one of the most effective advertising methods because it’s one of the only venues where the listeners choose you. By that, we mean they’re more likely to stay engaged with your content than other forms of advertising. 

Good luck as you build your audio advertising campaign. If you need professional assistance in any or all of the above-mentioned areas, contact the Killer Spots Agency today.

E-VO-lution: Why Brands Have Moved Away from “Announcer Voice”

announcer voice

For years, the “announcer voice” was the go-to for commercials, televised events, radio ads, and of course movie trailers. You know the voice: deep, clear, almost inhuman, but authoritative. When an announcer voice showed up you knew to pay attention because, well, you didn’t have much of a choice with that booming voice going on.

Now, you don’t hear the announcer voice too much. It’s fallen to the wayside in favor of other types of voiceovers, particularly the conversational tone. If you’ve ever wondered why that might be, keep reading to find out!

How Did Announcer Voice Start?

Announcer voice makes a lot of sense on paper. If you’re trying to be heard, talking in a loud and overpowering voice ensures that people will listen and put some sort of priority on your voice. If we go way back to the days of town criers, newspaper boys, and circus announcers, the voice makes a lot of sense as the speaker is trying to get their message out over the sounds of a crowd.

The exact origins of announcer voice aren’t well known, but the trend seems to go a long way back. The Mid-Atlantic accent is one place to look. It is a blended English and American accent used by actors in the early 20th century for its mixture of poshness and accessibility.

This made up accent became the norm in many films, used by people such as Humphrey Bogart and Katherine Hepburn. From there it became desirable and was taught to aspiring actors in schools. Now, it seems the industry wants nothing to do with it.

Move Aside, Announcer Voice

One problem with the announcer voice is its tone, often described as “parent-child” read. When someone talks in an announcer voice they’re placing themselves above you, telling you what you should think about something, and demanding that you listen to them. This worked fine in the beginning, but now it comes off as condescending and untrustable.

Nobody likes to be talked at, which is the main reason that announcer voice has died. Another reason is that the announcer voice saps all humanity out of the speaker.

If you’ve heard any number of movie trailers from the 90s and before, you’ll notice that all the announcers sound nearly identical. The voice ends up being cast in our minds as being “corporate” and “cold”, like some sort of company robot. Humans identify more with other human voices and respond better to a more conversational tone rather than one that’s not only telling us how to think but telling us how to think in a strange voice.

Some companies still choose to go with a more conventional narrator, such as car commercials, and even a lot of radio ads for things like furniture stores. These companies may be following an “if it ain’t broke don’t fix it” mentality or may be paying homage to these old-school narrators that once dominated the field. There’s a certain nostalgic quality to hearing a booming narrator now that will work for some people.

The Rise of Conversational Speech

Nowadays, people want an announcer or narrator that they can relate to. People don’t want someone whose voice is stiff, overly-rehearsed, and booming like those radio announcers of old. Instead, they want someone they can imagine having a conversation with, and maybe a little jingle to top it all off.

These more approachable and conversational announcers are sometimes known as non-announcer announcers. They’re a lot easier for a listener to connect with, and much more approachable. When the announcer speaks like an actual human, it makes the listener feel less like they’re being advertised to or told what to do, and more like they’re being informed or spoken to by a person rather than some machine.

The two things a company should strive for in advertising is trustability and relatability, and a non-announcer voice makes this much easier.

How to Talk Conversationally

While the announcer voice is commonly referred to as parent-child read, the more conversational side can be referred to as peer-to-peer. The perfect voice-over actor will sound like they’re speaking to a peer and telling them about something. Keep the voice and tone relaxed, don’t use words that are too fancy or “industry deep”, and above all else don’t come across as condescending.

The conversational announcer is still able to speak loud and clear without sacrificing the conversational tone. They can use simple, relatable language and allow subjectivity into their delivery. As a voice-over actor, don’t tell the listener what they should be thinking, rather tell them what you think about a product you’re announcing, as if you’ve tried it yourself.

Put some emotion in your speech and try to relate with the listener, don’t try and sell to them so explicitly.

The last thing people want now is an announcer that sounds like they’re reading from a script. This is unavoidable at times, but the more the voice sounds like real human speech — being made up on the go — the more the listener will be able to relate. Script-read announcing just brings people back to the corporate robot and makes them all-too-aware they’re being advertised to.

Get Conversational

The announcer voice is dead, and it probably won’t be coming back any time soon. Times change and so do peoples’ preferences. Nobody wants to be talked at by their television sets or radios anymore.

People want deeper connections and trustable announcers behind their products. Using a conversational tone is the best way to achieve this.

If you’re looking to hire a voice actor, check out our product page and find out how you can do just that. Feel free to contact us with any comments or concerns.

10 Commandments for Crafting Compelling Radio Ads

radio ads

Radio is an old-fashioned medium that has both retained and grown its reach. Public station revenue has leaped from 624 million to 900 million in the last ten years. The popularity of online streaming means the numbers will only increase.

The radio audience is a devoted one, listening for an average of 106 minutes a day, but the vast majority of this time is spent during commutes.

How can a business make sure that no one changes the channel while their ad is on? A carefully crafted message is all it takes.

Discover the 10 commandments for crafting compelling radio ads below. Obey them to create something listeners will never be able to forget.

First Commandment: Thou Shalt Choose the Right Person for Thy Radio Ads

Unlike television, radio doesn’t have the benefit of visual elements to add interest. It’s all about the audio, which makes choosing the correct people to voice the ad an essential part of the planning process.

It is common for a company leader to provide the voice talent, and doing so has numerous benefits. It creates a sense of authority while increasing trust. 

At the same time, it can be dangerous not to hire a professional. There is a risk of ending up with dialogue that sounds artificial or fails to portray a character effectively.

In the end, deciding who should voice a radio ad is one of the most important choices to make. It is also dependent on other elements such as content and audience. 

Second Commandment: Thou Shalt Record Thy Audio Well

The best radio ad in the world will be ineffective if the sound quality is subpar. A poorly recorded ad will quickly make listeners change the channel.

Using effective equipment and taking your time are two ways to ensure the ad sounds great. Check out our article on best audio recording practices for more tips.

Third Commandment: Thou Shalt Use Appropriate Timing

Time is at a premium in the oversaturated world of radio advertising. This doesn’t just mean to keep ads short; it’s also important to consider when to air it.

Radio stations measure success in terms of listener numbers like television stations measure viewers. However, a radio listener must listen for at least 5 minutes in a quarter-hour period for their contribution to count. An effective radio ad must air during a time when the station’s audience will be listening. It must also keep them from changing the channel for as long as possible.

Fourth Commandment: Thou Shalt Elicit the Necessary Emotion

Many of the most effective ads in any format work so well because they manage to make their audience feel something. Touching the heart of an audience is wonderful, but it is also important to create the correct emotion. Determine what listeners should feel before creating the ad or risk sending the wrong message. 

Fifth Commandment: Thou Shalt Cater to Thy Audience

Increasing listener numbers is great, but it is also important to ensure that the right people are tuning in. Getting someone with no interest in the product or service being advertised to listen is not a great way to encourage sales.

The first step of catering any message is to determine who the audience is. This is done by analyzing their demographics, habits, and other identifying factors. The next is to find out what they want or need, which is as simple as sending out a survey or poll. Lastly, figure out how to make an ad that speaks to both these elements and is relevant to the right people.

Sixth Commandment: Thou Shalt Mention the Product (But Not Too Often)

A commercial that doesn’t showcase a product or service won’t translate into profit. It’s important to clearly indicate what is being offered but not overwhelm listeners with branding.

A study on radio commercial retention showed that while mentioning a brand does help listeners remember an ad, doing so too often can have the opposite effect. Work the product naturally into the message of the ad to achieve the right balance.  

Seventh Commandment: Thou Shalt Maintain Attention

There are thousands of radio stations available to listeners today. Keeping them from tuning to another channel while a radio ad is on is a matter of holding their attention.

There are numerous effective methods to keep listeners. An attention-grabbing opening line, relevant message, appropriate emotional appeal, limited-time offer, and other hallmarks of effective content will help ensure potential customers don’t touch that dial.

Eighth Commandment: Thou Shalt Provide an Enticing Offer

Radio commercials usually only have 15-30 seconds to grab a listener’s attention and prevent them from turning the channel. It’s essential to get to the point quickly and show listeners why they should care about the message being conveyed.

A sale or special promotion is a great time to run radio ads, as they entice customers to buy before the offer goes away. However, there are other ways to turn listeners into customers, such as appealing to their emotions or telling an entertaining story in the ad. 

Ninth Commandment: Thou Shalt Use the Correct Format

Researchers found that, while the old-fashioned announcer-style ad is the most common, a more relatable, slice-of-life story is usually more effective. Just like a picture looks better in a beautiful frame, a radio ad becomes more effective when it uses the appropriate format.

Tenth Commandment: Thou Shalt Write Effective Scripts 

All the commandments come together when it is time to create a script for a radio ad. A script serves as the blueprint for a story, and if it doesn’t convey the right message, the ad will fail.

See an example of how to format radio commercial scripts and more tips on how to write them effectively here.

Are You Ready to Start?

Has learning how to make a radio ad inspired you to use this effective outreach method in your own business? Ready to air radio ads that increase your profit and customer base?

Then check out our radio advertising services and contact us to request a quote today!

Voice Over Tips: How to Hire the Right Voice Over Artist for Your Campaign

voice over tips

Got a good script and a clear idea of your radio ads? That’s good and all but you won’t get anywhere without a voice artist.

However, hiring the right voice over talent isn’t a quick and easy process. They play an essential role in a successful radio campaign.

But don’t fret. We’ve got a few voice over tips you should follow when looking for the right talent. Read on below and fine-tune your hiring process:

1. Know Your Target Audience

Before and during the hiring process, make sure you keep your target audience in mind. Voice over work for a political campaign, for example, is vastly different compared to the work intended for an explainer video or an Instagram ad. 

Identifying your audience can narrow down the type of voice, accent, and style you need. You can immediately cut out the applicants that don’t fit the bill. 

For example, a good radio campaign needs a strong, clear voice. You might also want to stick with a flat tone instead of something emotional, riddled with too many high and low pitches. 

2. Check Voice Samples

Even when you have a good idea of what you want, don’t hesitate to listen to a few samples.  You might hear voice quality you weren’t necessarily looking for but it might click with your campaign needs. 

Once you got a list of potential candidates, listen to as many samples as possible. Get their full portfolio and take time to listen.

You might like a voice actor during the interview only to discover they struggle pronouncing certain words or names. One of the voice actors you weren’t too keen on may have a sample showcasing their full potential, turning them into top candidates for the job. 

Remember that the bigger the portfolio, the more experience and training a voice actor has. Let’s dive deeper into the importance of experience.

3. Experience Matters

Did you know Tara Strong is 46 years old, as of the time of writing? Despite her age, she plays a myriad of young characters. She voiced characters like Bubbles in Powerpuff Girls, Timmy in Rugrats, Batgirl in the Batman Animated Series, and Twilight Sparkle in My Little Pony. 

This doesn’t mean you have to hunt down older voice actors. Age isn’t a measurement of work experience. It’s often the case but you shouldn’t disregard young voice actors immediately.

You might find voice actors below the age of 25 already brimming with experience. Not all of their work might be official. There are many fan-dubbing projects for anime shows and foreign television shows that have no official English versions.

4. Try Different Emotions

Launching a radio campaign doesn’t always require a flat, monotone voice. Think about it this way: you’ll need to convey different emotions if you’re running a radio ad for products compared to a political ad. 

For the prior, you need an energetic voice. The latter demands more authority and certainty. Don’t hesitate to run tests with your applicants and see how they perform with different campaigns or scripts.

Keep in mind that with voice over work, the audience can’t see the speaker. They have to elicit emotions solely through their voice work and the eloquence of the script.

Have the voice actors read the same line in different ways.  Let them try to elicit excitement in one take and a tone of dread or authority in another.

5. Different Mediums, Different Talents

Gone are the days when the term “radio” simply meant broadcasting on a radio station. Nowadays, the term can also refer to podcasts or streaming projects. Make sure you know the kind of medium you’re hiring voice talent for.

Don’t always assume that you can use one kind of voice talent for different mediums. Different mediums demand different kinds of talents.

Going for a traditional radio broadcast ad? You might do better with someone who can speak quickly but clearly. Traditional radio ads cost a lot and they charge you per second, after all.

Looking to make an ad for a podcast commercial? These give you more leeway so you might want someone with more energy and better annunciation. You can also get playful with different accents and intonation variations too. 

6. Long-Term Considerations

One of the most crucial voice over tips when hunting for talent is to have long-term considerations. Look at the long game instead of hiring solely for a one-and-done project.

If you were around in the 1980s to the early 2000s, movie trailers always had a voice-over narration. More often than not, the voice work was by the same talent, providing consistency. When people heard that voice, they knew it was for a movie trailer.

Emulate this practice and consider the long-term reliability of your voice talents.

This builds trust and comfort. You need both if you want your radio ad campaign to become a success. Set expectations early by planning and hiring voice talent you know you can rely on for multiple projects.

7. Get a Few Recommendations

Sure, you’re bound to get a few cold applications. That said, you’ll need to conduct a few auditions to sort out the talents and narrow down the ones you like. You can simplify this process by getting a few recommendations.

Why are recommendations often good hires? 

They come from people who already worked with them. There’s already a sense of trust and reliability. You also get the guarantee that they have some training and experience, otherwise, no one would recommend them to you. 

It’s always a good idea to take the recommended talents and give them a try. Audition them like everybody else. They might end up easier to work with, even as early as the hiring phase.

Follow These Voice Over Tips When Hiring!

Hiring the right talent isn’t too monumental a task with these voice over tips. Don’t rush the process and go over things like their portfolio, different samples, and style to find the talent you need.

But getting the most out of your campaign doesn’t end here. Why not read our other guides to get one step ahead of the competition? You can start with our post about the reach of radio right here.

The Importance of Jingles

importance of jingles

Have you ever had a song stuck in your head all day? You whistle it out every time you stop at a street light? Well, that’s the power of an effective jingle. We all know some iconic jingles; McDonald’s, State Farm, Subway, Kit Kat, songs that have become ubiquitous with the brands that have used them. I’m sure everyone reading this can whistle “I’m Lovin’ It” off the top of their head. And maybe now you have a craving for a Big Mac. Good jingles can do that for a company. So having a good jingle is a crucial step. Let’s look at the importance of jingles in advertising.

Why you should be utilizing Jingles in your advertising

It leaves a lasting impact

Jingles have the benefit of being memorable and entertaining. They aren’t someones disembodied voice talking to the audience. Music, and by extension jingles, is personal. It invokes emotion and can grab people’s attention. Good jingles are catchy and memorable. They can stay with you for the rest of the day after just one listen. If you fail to capture the audience’s attention, then your advert can fall flat and be unremarkable for the consumer.

Choosing the right song

It’s no secret that music can affect one’s emotions. Picking the right song that conveys the right emotional notes for your brand is crucial. If you find the jingle annoying, you can almost guarantee the mass audience is going to find it annoying as well. The jingle will be associated with your brand. If it makes people feel angry or sad, then those emotions are going to reflect on your brand or product. Picking a happy, easy-going song can help improve your audience’s reaction to your song.

You can also go the route of picking a snippet of a song by a band you like and using that for your campaign. Honda did this a few years ago when they released their latest model of the Civic. Set to Empire of the Sun’s “Walking on a Dream” the commercial was a hit. I would suggest, if you go this route then you should avoid overly popular songs. These songs are played over and over again on the radio and can grate on some listeners. You don’t want to be associated with that fatigue.

Helps with Brand recognition

We all know some iconic jingles: The Old Spice whistle, McDonald’s “I’m Lovin’ it”, Rice Krispy’s “Snap, Crackle, Pop,” and we can probably all break off into song on the first note. We associate those jingles with the brands, and even if you don’t eat McDonald’s or use Old Spice, you’ll think of them as soon as you hear the jingle.

If you pick a song, then hopefully every time someone hears that song they’ll think of your brand or your campaign. The song can even come to represent your brand, giving you an iconic sound. Which will be associated with your brand or company for years to come. Every time someone hears that song or the first notes of your jingle, they’ll think of you.

Conclusion:

The importance of jingles can not be understated. Jingles are still very relevant in today’s radio advertising world. Having an effective jingle can help increase brand awareness and recognition. Finding the right jungle for you is important, so don’t take the matter lightly. If you get it wrong, then your brand could end up being associated with negative feelings. If you get it right, you could end up with an iconic sound just for you. Using music to express emotion is a powerful tool in a company’s arsenal. If you have any questions about the importance of jingles or want help writing your very own, contact us here!

Reach of Radio

reach of radio

Radio is a timeless source of entertainment for all ages in the United States. As such, radio is also an important vehicle for advertising. Earlier I’ve written about some tips to get your message to the largest amount of people. Now I’m going to write about the commercial reach of radio.

Who’s Listening?:

Radio reaches more than 243 million American adults each month. That’s about 96% of US adults listening to the radio at some point each month. Every week, 94% of adults listen to the radio. This has been true for a number of the past few years and is comparable to the 94.9% that listen to the radio in 2001. These numbers haven’t changed much over the years, even with the introduction of iPods and music streaming. So it’s reasonable to assume they won’t change anytime soon.

If we break it down further by generations, we can see some of the specifics of demographics. 95% of Millennials listen every month. 97% of Gen Xers and 98% of Boomers listen to the radio weekly. 44.6 million Hispanics and 34.5 million African Americans listen to the radio each month (96% and 97% respectively). Radio reaches most Americans regularly, whether it be driving in the car, listening at work, or having it on at home.

According to reports, those who are more educated and have a higher annual income, listen to radio more often. As you move from not working to working, levels of education, and average annual income, the higher percentage of people listen. For example, 71% of working people in the survey listen to the radio, compared to 61% of non-workers. 74% of degree-holding people listen to the radio, 62% of those with some college, and 56% of those with no college.  On the salary side of things, people who make less than 25k have about a 50% listening rate in that demographic. 61% of those in the 25k-$44.9k range, 68% of those in the $45k-$74.9k range, and 75% of those in the $75k+ range.

Why do people listen to the radio?

Finding why people listen to the radio is helpful information when you begin crafting your ad campaign, but the answers tend to be less than helpful. Targeting a popular DJ is always a good shout for a consistent audience but surveys show that only about 24.5% of people listen to the radio for its DJs or show hosts. Most people listen to the radio because it’s free and convenient to listen to in the car. About 57% of the 18-34 demographic listen because it is free. That number rises as you get older with 61% and 66% in the 35-54 and 55-75 age groups respectively.  There’s no single reason why people listen to the radio. 200 million people listen to the radio every month for a variety of reasons. Here’s the full list from Deloitte.

Conclusion:

TV and Newspapers have struggled in recent years, but Radio has stayed relatively consistent. The TV has seen a 50% decline in viewership from the younger demographics in the past few years, and newspapers as a medium are struggling. Radio doesn’t have these problems, and it’s just as relevant now as it was 20 years ago. That means it’s still a viable platform for advertising and marketing. Any more questions? You can contact us here!

Radio vs Digital Marketing

Pros and cons of Radio and Digital Marketing

What is the most effective form of marketing for your company? Digital marketing vs Radio marketing? Well that’s really a question only you can answer, but here I will break down some pros and cons of each medium to make that decision easier.

Radio vs Digital Marketing

Pros:

Radio:
  • A proof advertising on radio is that you can target a specific audience with your ad. Radio stations often have a specific demographic that it caters to. If your target demographic matches the one a radio station serves to, then you can easily reach by purchasing ad spots on the station.
  • With the right timing, radio advertising can be relatively cheap. If you know the demographics your targeting and what station cater to it, advertising during off times can be cheap and effective.
  • A radio ad is more personal than an internet banner ad. With radio, you can tell stories, personally talk to the listener, which makes you more memorable and favorably received.
  • Advertisements can be easily made. Radio ads can be as simple as a 30-second copy you pay the radio station to read for you. The more produced your ad is, the better returns you’ll find, but simple is still effective.
  • Since radio ads are relatively easy to produce, the turnover time on ads can be quick. Going from idea to finished ad on air can be a short process if it’s not overly complicated of an ad.
Digital:
  • Digital marketing can reach a massive audience. The internet is a global infrastructure, and buying ad space on the web can reach a global audience.
  • When you advertise online, you have faster response rates to your service. When someone sees an ad that his helpful to them, they’ll often go immediately to that website. If you answer their problem, then you’ll have their business rather quickly.
  • Helps you expand your customer service. If you advertise or have a presence through social media then you can interact with customers at a near-instantaneous rate. Answer a customer concern, posting an update on your page, or responding to a comment builds a relationship with customers and brings you into a favorable light in their minds. Relationships mean repeat business and brand loyalty which can drive future sales.
  • Online marketing is fast. It doesn’t always have to be a banner ad or a side ad designed professionally. Sometimes just posting a promotion on your social media is enough to get people talking about your company. Just Chipotle tweeting something like “free burritos today” or something of that sort, will see interactions with their brand rise exponentially for that day

 

Cons:

Radio:
  • Radio spots during peak hours can be expensive because stations know they reach the most people. There is a reason for the price, as these spots are the most effective ones and where you’ll see the most return on your money, but they’re expensive nonetheless.
  • Not every product will thrive on the radio. Certain products and services either can’t be sold on audio alone. Services that answer problems listeners might be facing on their drive home from work do the best with radio advertising. This is especially true for places like restaurants that answer the question “What’s for dinner?” Keep in mind that when you decide to advertise on radio
  • Some radio listeners block out the radio or change the channel when ads come on. This is hardly surprising, people use the radio as background noise, or only want to listen to music, no matter the music. When the ads come on they’re either not listening or they change the channel and don’t even hear your ad. Repetition is one way to fight this, and is essential for any successful radio campaign, read this post to learn more about it!
Digital:
  • Digital marketing is going to take up a lot of your time to keep up with it. Staying on top of all the comments and questions, and making sure your social media is up to date and engaging with your customer base can be a time drain. It may not be expensive to start a digital campaign, but it can sure take up your time during the day.
  • You lose some control. When you advertise on digital platforms, and especially on social media platforms, you’re at the mercy of those platforms. Algorithms can bury your ad if it doesn’t create enough interaction (or if you didn’t pay enough) which creates a negative feedback loop, just pushing it down. If a site or platform goes down for whatever reason, then you no longer have it to advertise on, and if you lose internet service or power for a day, then you’re no longer able to engage with your customer base.
  • First impressions matter more here than in some other places. You have mere seconds to leave a favorable impression on someone online, if you fail then they’ll move on and forget about you. You have to be captivating and enjoyable in those first few instances, which can be difficult to get right.
  • There can also be some negative reactions online. Some people can be annoyed with your ads, sometimes they might feel wronged by you for whatever reason, or they can just be there to mess with you. This is a fact of working on the internet, and can sometimes have a negative impact on your perception online if not handled properly.

Conclusion: Radio vs Digital Marketing?

There are a lot of pros and cons to both sides of this argument. Ultimately, both forms of marketing have their advantages, and thus their place in any marketing campaign. Which one you do is entirely dependent on your company, your product or service, and what you can afford to do. Both can be successful, and both can fail, making sure you understand the pros and cons of both will help you avoid the later. For more information or help with either form of marketing, contact us here!

Are Jingles Worth The Money?

jingles

An inside look with Pete from Killerspots Jingle Department.

To order custom jingles visit — http://bit.ly/KSjingles

Few things can help radio advertising message stick like jingles. A good jingle will help listeners remember your brand name, idea, or your current promotions. The next your audience sees an ad for your business, they’ll immediately associate your brand with your advertising.

A good jingle is unique, fun, and, most importantly, memorable. A song with your phone number, company name, or other identifying features makes it much easier for listeners to remember you, and what makes your company unique. When they hear it on the radio, they will instantly recognize your branding. 

They can be crafted in several different ways. Should it rhyme? Should it contain the company tagline or slogan? What about trying to include a website URL or phone number?

With our custom jingles, you will receive an editable full music bed and sing of the last 10-15 seconds, website score, and a full license. They can be a donut, front, weave, or end sing. All original music.

Have any questions? Contact us here. 

F.A.Q.’s

 

HOW MUCH DOES A JINGLE COST?

We have several different packages that fit any businesses budget!
The difference in pricing has mostly to do with amount of media where you need to use it.
(radio/TV/internet/phone-hold/video production).

 

WHAT IF I DON’T LIKE THE PRODUCTION?

Your Killerspots production is 100% Guaranteed!  We will make sure you LOVE the final product and won’t stop working on it until you’re happy.
YES, Unlimited updates until you approve it.  We’ve got you.

IS THIS A TEMPLATE OR CUSTOM?

Great question! COMPLETELY CUSTOM! While a ton of companies give you a quick template… Killerspots makes you an original!  No one will have your sound.  This is your brand.  All Killerspots jingles are 100% custom written, scored, sung and produced for each and every client.
GUARANTEED or we will give you DOUBLE your money back!

 

DO I OWN THE JINGLE?

YES! There are zero license fees.  Once payment is received, you own 100% of your approved custom jingle into perpetuity.  No other fees will be incurred.

 

6 Tips For Better Audio Recordings

audio recordings

AUDIO RECORDINGS

If you’ve ever recorded yourself with your phone, or on your computer, then you know just how hard that is to hear. When you craft something like a radio ad or an audio message for your website, headset microphones just don’t cut it. So how do you improve the quality of your audio recordings? Here are some tips for better audio recordings.

1. Get the right kind of equipment.

This might sound like a no brainer, but it is incredibly important. Headset microphones might work on a phone call, but anything beyond that, your audio quality is going to take a hit. Buying a USB microphone to plug into your computer can seriously improve the quality of your recordings instantly. Also, getting a good pair of headphones is a must. Quality headphones allow you to hear the sounds and quality as you record. This will prevent you from realizing later while you’re editing that your recording is useless. Another key piece of equipment is a pop filter. A pop filter is a fabric screen in front of your microphone. The purpose of a pop filter is to cut down on the plosive sounds the speaker makes when they’re close to the microphone. The noise made from the p,t,k, and the b,d,g sounds can cause a pop in the recording. A pop filter works to cut down on that.

2. Get the right software

Getting the right software, like the right equipment, can really take your recording to the next level. Audio recording and editing software is an important part of getting a finished product out there. Audition, part of the Adobe package, is some of the best out there, with others such as Cubase and SADiE being good options as well. Be sure when you record, you record each audio source into separate channels. Record someone talking into one track, music into another, a second person into a third and so on. This will really help you when it comes to editing and releasing the track. For example, if you record all of it on a single channel, then if someone blunders in a speech, you’ll struggle to fix that blunder without fully removing all audio from that section. It is also important to know the difference between mono and stereo for recording. In monaural sound, one single channel (signal) is used. It can be reproduced through separate speakers, but all speakers are copies of the original signal. Stereophonic sound uses more than one channel. You can use two different channels and make one channel feed one speaker and the second channel feed a second speaker. This is used to create directionality, perspective, and space. Usually, you want to record speech in mono and music into stereo.

3. Make sure your audio recordings sound natural

This is probably the hardest part of audio recordings to get right. You want to make sure your recording sounds natural like it’s someone talking to you in their kitchen. But you don’t want background noises like dog barks, cars driving by, or refrigerators running. This can be a challenge to get right. Recording speech with the microphone close to the speaker will minimize any disruptive background noises. Whenever your recording is done, then spend a few minutes recording the ambient background noises of your location. With these sounds you can lay them in post under the talking, bring the volume down to non-disruptive levels, giving your recording a sense of warmth and welcoming. Making sure speech flows naturally is also a key part of post-production. Cutting out any hesitation words like “err” or “ahh” will help make the speech clear for the listener. Knowing when to change the flow of speech is also important, and breaths can be added to pause and edit the flow.

4. Find the right space to record

Finding the right space to record can really improve any audio recording. Walls, tables, and tile can bounce audio waves back into the microphone, severely hurting its quality. Carpet, furniture such as couches, and non-parallel walls do a good job of either absorbing sound or reflecting it away from the microphone. Small rooms are also better for recording, as there is not as much of an echo, Soundproofing is also easier in smaller rooms. Making sure your equipment, like the microphone and pop filter, are attached to objects that are not constantly being bumped or touched will cut down on audio blunders. Renting out a recording studio is also an option and it will have all the amenities and soundproofing you need.

5. Always be prepared

Make sure your equipment works before using it. If you ever do offsite recording, make sure your equipment works before leaving. Do a test recording. Getting to a site and realizing something doesn’t work is a pain and can cost you time and money. When you’re at your studio, make sure you have backups of everything, as you never know what might break or go wrong. Stay in control of whatever you’re doing. If you’re interviewing someone, make sure you keep hold of the microphone, as it allows you to dictate the pace of the conversation. Make sure you’re prepared before you begin recording. Don’t waste your time or your money by fumbling through the first takes of a recording.

6. Have fun with your audio recordings

Have fun with your work. Your audience can tell when you’re genuinely having a good time and when you’re forcing it. Having fun will let your audience have fun as well. Know the demographic you’re playing to and be sure to know what you’re going to say. But have fun with it

CONCLUSION:

Hearing is one of the most important senses humans have. Making something that is pleasurable on the ears can go a long way in helping your product, service, etc. Investing in the production quality of your recordings can also go a long way in making your audio better. Whether you’re making a radio ad, a podcast, a news interview, or a voiceover for a video, using these tips, or going to a studio, can really help you make quality products. For more info about audio recordings, contact us here.

The Importance of Advertising on Radio

advertising on radio
Photo by Gavin Whitner

Is Advertising on Radio Still Profitable?

Radio is one of the cornerstones of the American entertainment market. According to Nielsen Ratings, radio reached 93% of American adults on a weekly basis in 2018. That’s millions of people who listen to the radio. They listen on their commutes to and from work, while they work, or while they’re around the house. So how do you tap into that kind of market potential? How does advertising on radio work? Well, this blog will attempt to tackle the lasting importance of advertising on radio.

The first question we must ask, is advertising on radio still an effective way of increasing sales? This is a hard thing to quantify and varies from city to city, but the short answer is yes, it is. A longer answer would be that in 2017 a New York radio station called Westwood One partnered with Nielsen Catalina Solutions to try and quantify the profits of a personal care brand’s radio campaign. The study showed, that a radio campaign ran from March 2017 to September 2017 brought an 8% sales to boost among male AM/FM listening households. The study showed for every $1 spent on AM/FM radio advertising for the male care brand, there was a return of $1.23 and parent brand saw a return of $11.96. Based on this study, it’s safe to say that radio advertising is still alive and thriving in the world.

Case Study performed by Westwood One and Nielsen Catalina Solutions for the ROI of radio advertising

So, what do you need to know before you start your advertising campaign? Let’s take a look at ad space.

Buying Ad Space

In advertising on radio, “when” you advertise is almost as, if not more, important than “how” you do it. Choosing consistent times to broadcast is a crucial part of building a consistent listener base to sell your product. Repetition is one of the most important parts of radio advertising. How often your ad plays, and when and where you play it is also something that can affect how successful your campaign is.

Ad spots are broken down into 15, 30, and 45-second-long commercials, and radio stations have an inventory of 18 minutes every hour for advertisements.

Radio ad times are broken down into day-parts, not into hours. The parts are:

AM Drive Time (6 AM to 10 AM)
  • AM drive time is one of the two most heavily trafficked times on radio times. That makes it one of the two most desirable times to play your ad. This is the morning rush hours, when people are driving into work, and gives you the largest number of listeners. People tend to be the most receptive during the morning drive. All this makes this time one of the most expensive times to buy radio spots, along with its afternoon counterpart.
Midday (10 AM to 3 PM)
  • Many radio stations tend to lose listeners at this time, as everyone is getting out of their cars and heading into work. This is also the time when people listening has the most predictable habits. Listeners here tend to more loyal to certain radio stations or shows, making a conscious choice of turning on the radio while not in their car. Popular talk radio shows like Rush Limbaugh also happen during this time. While this time may not have the most listeners compared to other points in the day, listeners here tend to be more engaged and a good ad can effective here.
PM Drive Time (3 PM to 7 PM)
  • Like its morning counterpart, evening rush hour corresponds with some of the highest numbers of listeners as people drive home from work. This day-part is very desirable, especially for restaurants and entertainment advertisements as people look for ways to spend their night and suffer from choice fatigue. This slot also tends to be expensive for ad rates.
Evening (7 PM to Midnight) and Late Night (Midnight to 6 AM)
  • These two slots have the lowest number of average listeners as most people are not in their cars, and television is a more popular form of entertainment during these time slots. While listener numbers might be low during these slots, those listeners tend to be the most loyal, as they’ve made an effort to listen to the radio as their nightly entertainment instead of watching TV or other forms of entertainment. Rates for advertisement can be low during this time, and if the market is right for your product, it could be a very important impact on your sales.

Writing the Ad

Writing an Ad for radio can be a daunting task, and further producing it can be even more so. Here are some tips:

  • Make sure your ad gets people’s attention. Make sure your ad is well written and attention-getting.
  • Hiring a professional voice actor is one way to get a voice that really gets your attention
  • Get your point across in one or two simple, powerful and easily conveyed messages. You have less than a minute to sell your product.
  • Have a Call to action. Give the listener a reason to go out and get your product right now. Have a special limited offer that runs out in x number of days to incentivize the listener to make a purchase soon.
  • Clearly, state the next step the listener takes. If you have a brick and mortar store, give them a location. If you have a website, then give them the URL. While you have their attention, use it to tell them where to go. Most radio listeners are already driving, so tell them where to go next for whatever solution you’re selling them
  • Have plenty of repetition. As stated above, repetition is an essential part of any successful radio advertisement. Repetition of the product within the ad really solidifies said product in the listeners head. Repetition, and consistency, of when, what station, and what ad you run is vital to selling your product. Research suggests that at least 15 ads be played in a week. If you do a short run of 60 ads or so, having that ad appear at the same time will give you the best results
  • Hiring an ad agency with professional writers could be extremely helpful here. An agency is there to make every piece of information as easily digestible as possible for the consumer. Agencies know how to write an ad with all the features crucial to making a successful broadcast. You can also make the add whatever you want when going through an agency.

Demographics

Choosing what radio stations you broadcast your ad on is important, as not all radio stations are created equal. Each station has a certain demographic that it mostly caters too. Businesses should be cognizant of those demographics and their own target audiences, choosing stations that best fit. If you’re advertising for a nursing home, then pop hits might not be the best choice of stations. Follow the statistics for the best results:

  • Country music is the most popular kind of radio station and receives the largest number of average listeners in the US
  •  Talk radio, including news, sports, etc. is the #2 type of radio station. It attracts a larger number of high-income and highly educated individuals.
  • 70% of males in the 45-54 age demographic listen to Classic Rock Radio stations but only reaches the #4 spot overall for male listeners
  •  Over 72 million people listen to Contemporary Pop at least once per week.

Remember, you’re not buying a commercial to sell your product, you’re buying an audience to sell your product to.

Conclusion

Advertising on radio allows you to organically spread your message to many people without much effort on your part. Anyone listening to your ad, whether it be while driving in a car to or from work, or while working in their yard using radio as background music, will hear and subconsciously store your product in their mind.  You don’t need to encourage engagement either since engagement is an inherent part of the radio. Your product will spread just by the fact that it’s on the radio.

Advertising on radio is far from dead. In fact, it reaches millions of people on a weekly basis. Radio gives you an audience to sell to, all you have to do is make the pitch. Be sure to follow the tips above, do your own research. You can contact us here if you want to start your radio campaign now.

Radio Marketing: The Pros and Cons

radio marketing

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

radio advertising

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. 

Why Radio Advertising Is Still Relevant

radio advertising

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.

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.

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%).

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. With radio, you are always on the front page.

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!

3 Reasons Why Radio Commercials Boost Sales and Leads

Radio Success

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!

Understanding Radio Commercial Production

radio production

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.

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!

Radio Commercial Production: Cost Effective & Time Efficient

radio commercial production

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!