Radio Leverage: A Quick How To


micPeople forget that some of the most successful advertising campaigns were radio-only campaigns. Even in the age of the Internet, radio is still a force to be reckoned with — one of the most popular drivers of offline advertising there is. Personally, I attribute this to its ubiquity.

Another truism is that many out there could use some help in trying to leverage the medium properly. Like anything else, there is a “sweet spot” and help in getting there is sometimes required. Brad Sugars over on has some terrific advice for those who are contemplating radio advertising. He does a great job of covering the basics, starting wth formats:

Along with print and TV, radio is one of the most popular forms of conventional, “offline” advertising. It can also be one of the most effective. This is partially because radio is oriented around formats, which gives business owners a big advantage in targeting audiences vs. print or TV.

What’s a format? Think “classic rock” on the FM band and “talk radio” on the AM stations. Odds are your target market is predominantly tuned into one or two specific stations in your metro area. If you can discover which stations those are, you may have found the sweet spot in your marketing.

Certainly that is a beginner level explanation, as is the article in question, but I think there is a great need for those. With the economy in such dire straits, advertisers are rightfully looking to extend their reach without overextending dwindling resources.  As a result, I’d be willing to postulate that there are going to many new entrants into the realm of the radio campaign. For them, this knowledge could be vital.

Sugars’ “five factors” touch on info that everyone should have if they are embarking on a radio campaign with good results in mind. They are, in abbreviated form, as follows:

  • Target Markets –  How to determine which one you need to address and an examination of the cost factors involved.
  • Schedule – In which he talks about ROS, flights, and other things you might not be aware of.
  • Economy of Words –  Truly, less is more. Here’s where he explains why.
  • Choosing the right sounds –  The background audioscape is important, this is an audio medium.
  • Sounds effects and other important considerations – Llive recordings, music, music royalties, etc.

For a quick boot camp on the basics of a radio campaign, head on over and check out Learn to Leverage Radio. It’s an excellent starting point.

Now, I’d like to wish everyone out there a fantastic Labor Day. I’m off to a cook out!

Image: Ralph Bijker / CC BY 2.0

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