Radio ads can be the most powerful, cost-effective way for many small businesses to reach potential customers. But you have to do it correctly. Here are eight tips to get the most out of your radio ad dollars.
- Rule one: Radio ad rates are always negotiable.
- Strapped for cash? Check out a local media-buying service. Radio stations can steer you to one. They’ll place your spots for the standard 15 percent, but nothing more.
- In many radio markets, stations now offer identical rates for 30- and 60-second spots.
- Can’t afford drive time? Cut your rates by buying a rotator, which allows the station to fit your spots in over several day-parts, say between 6 a.m. and 10 p.m.
- If your product line is diverse or you have a lot to say, consider using two or more shorter spots and rotating them.
- Don’t want a cookie-cutter radio spot? Consider writing the ad yourself. Most stations will agree to air a spot created elsewhere, but it’s best to check first.
- Industry rule of thumb says listeners must hear your spot 2.5 times before they’ll take action. They’ll also forget you quickly if you’re not around. If you’re budget is tight, it’s best to run fewer spots longer.
- What does radio do more than any other medium? Trade airtime! If you have a product they can use for promotions, prize giveaways and such, or a service they might need such as office cleaning or supplies, don’t hesitate to suggest a trade. They do it all the time.
Silent Partner Advertising