Radio Advertising: We love it, and so should you.
A Quick Guide to making Radio work for your business.
I own a local Advertising Agency and I’ve been in the advertising industry for 15 years. In that 15 years, I’ve partnered with hundreds of businesses and bought and sold millions of dollars of advertising. Along the way I’ve had huge wins, and if you can believe it, quite enough failures that’s helped me learn what not to do.
One of the biggest gems for business owners, hidden in plain sight in 2019, is Radio Advertising.
Now to be clear, I’m not ranking Radio advertising above social media, or outdoor, or TV; each of these vehicles has it’s own set of strengths and weaknesses – i’m saying that Radio should be on more business’ owners radar than it currently is.
Yes, it’s true that quite a few people use XM radio, or listen exclusively to podcasts, or perhaps you just plug your phone into the aux and let Spotify run. That’s great, but despite these anecdotal realities, the truth is that a ton of people, even millenials, still listen to radio. According to Nielsen, 93%+ of the U.S. population still consumes radio – DAILY.
This insight doesn’t just come from online data, it comes from a lot of personal experience.
I can display data, stats, and numbers all day. Who cares. What means way more than that is the 15 years in the trenches of watching it work in real time for real clients. Real clients like CPA’s, Builders, Dentists, Health and Wellness, Tree Care Companies, Car dealerships, Local Events, Attorneys, Gyms, Furniture stores, Pool companies…the list goes on and on… and these are just a FEW of the types of clients I’ve helped grow with the power of radio.
Many businesses target baby-boomers as customers. Radio advertising works great here as well when you consider that baby-boomers grew up most of their entire lives listening to radio, responding to radio, and psychologically viewing radio as a trusted source. They don’t trust the newer apps and XM’s and podcasts nearly as much as they do their good ol’ fashioned radio. This is an important factor to consider if you own a business targeting adults 50+.
Also consider that radio is LOCAL and therefore can help LOCAL advertisers. Many local businesses will never have the resources to compete with national chains on their level – but you can beat them in your own backyard!
Ever heard that Word of Mouth is the best advertising? Guess what? – it is! Now think of a popular local radio show host in your area. Do you know their name? Their listeners sure do, and additionally they probably feel like they actually know that show host – even though they’ve never met! They consider that host their buddy! I mean, why not? Every single day, maybe on their way to work, perhaps for years – this listener hears their favorite popular show host and consumes information from that host. They trust them.
Through paid endorsements, you can have that same show host promote your business and recommend all their listeners go to you! Now, besides the financial investment, how is this different than word-of-mouth advertising? One big and advantageous difference is that it’s on a mass scale… and perhaps tens of thousands of people are listening to their ‘friend’ recommend your business…
How to Make Radio Advertising Work for YOU.
First you need to have a firm grasp on your target demographic. This helps steer you towards the right radio station to pick as your advertising vehicle, as each type of station by design reaches a different type of person.
Second, you need to have a strong on-air schedule. Radio commercials are like a commodity that can be bought and sold at varying rates depending on the negotiation savvy of the client.
Third, you need to have a distinct and clear message that separates you from the pack, is memorable enough to be retained by listeners, and if you’re really advanced at this whole advertising thing – humanizes your business and makes you relatable on a personal level. Here’s a handy meme to illustrate.
As a full service advertising agency, we have spent 15 years helping advertisers generate new customers and radio has been a big part of that for us.
If you’re a local business looking to for a way to make your phone ring more, have more customers walk through your door, or more people buy from you online – let’s talk. The Consultation is completely free. Lean on our 15+ years of experience to guide you and your business to a better place!
-Matt Tomlinson, Founder / CEO – The Tomlinson Advertising Agency
Matt@TomlinsonAdAgency.com
864-421-4471
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