Radio advertising still works for automotive marketers.
Here are a few of the best practices for local radio advertising:
And while there’s no one-size-fits -all plan for radio, the following should help you craft a sales-driving radio campaign.
So, let’s start with the positives: Almost everyone in the United States has access to local, or terrestrial radio, making it one of the easiest ways for you to reach millions of ears and tell your story. Because it’s free and easily accessible, radio advertising is excellent at boosting your brand awareness and reaching a wide audience. Even with the digital & social media revolution, Radio has remained powerful thanks to its ease of access, personalities and loyal listeners.
When compared with its traditional media counterparts, radio ads are generally cheaper, having a lower cost per thousand. What’s cost per thousand mean? It’s the cost you’ll have to pay to reach 1,000 people in your targeted demographic. As an ad guy, I’ve always preferred the cost per thousand metric when comparing different ad mediums. It’s the purest, most apples to apples comparison you’ll get when deciding which advertising medium to use, and which one is more cost efficient. And right now, local radio has one of the lowest cost per thousand rate structures out there. And in case you’re wondering – that is a good thing for advertisers.
One area that radio really shines in is its ability to quickly connect with potential audiences on an emotional level. Radio uses what we call theater of the mind – you’re only saying words in your ads, but the listener can see it in their mind. By using meaningful sound effects, music tracks or just good storytelling, you can create images in the listeners mind that drive recall and retention.
One area you’ll have to pay close attention to is frequency. This is the number of times the average person hears your radio ad over the course of a week. With radio, repetition is key. One radio spot isn’t going to do much for you. The more times people hear your ad, the more familiar they will be with your brand.
And when it comes to choosing what stations to use, make sure you keep your ads targeted towards your most prized audience. This is why researching your audience & the station is so important.
Don’t just buy ads on a station because you like it. Do your research and make sure your potential customers are there too.