Top 10 Things to Know

1: How to choose a station

Reach your target demo
Cover your preferred service area
Double check that it will give you correct frequency within your budget

2: How to build in solid schedule components

Radio divides the 24 hours of a day into 4 to 5 hour segments
Morning Drive, Midday, Afternoon Drive, Evening and Overnight
Find out the time of day the station has the most listeners
Also check for special programming, such as a feature, or call-in show
Find out what “extras” are available, such as bonus ads or web-links
Ask what community events the station is involved with that mirror your personal charitable giving

3: How to build a solid schedule

Options: 2 per day for five weekdays during one 4 hour period OR 3 per day for at least 3 weekdays during a 4 or 5 hr period

PLUS:

Test 2 weeks versus 3 weeks / month
Another set of either of the above, making 18 – 20 ads per week

4: How to Craft the message

Decide on Branding vs. Direct Response Approach
Identify the purpose of the ad and write to achieve that
ONLY ONE AD at a time, DO NOT rotate more than one ad

5: How to produce the ad

Stations produce ads gratis
Stations can often outsource at low or no-cost to you
Who should voice it ? Fine for station personalities to voice it
Should you pay for an endorsement ? Not usually worth it
Even “live” ads are scripted Great artists can make it sound ad-libbed
Music in the background ? Optional in branding, NEVER in direct response

6: How you’ll track Response

Using excel, note each contact received (call, email, etc) and the date
Ask how they heard about your practice
Note the city and state of the caller’s residence
If you’re advertising out of state, ask if they have recently traveled in the state you’re advertising in
Ask their three favorite radio stations
Total up how many calls were received each week and for the month
Cross reference your responses with the weeks you advertise

7: You must Refine over Time

Testing: The ad wording
The schedule (different show, time of day)
A different station

8: Become knowledgeable about marketing

9: Meet with your rep at least once each month

10: Don’t try to reach 100% of the population

Target your prospects and be ever present in their lives
This gives you customer acquisition, retention and ascension

"Most everyone has a misconception about radio advertising, but today, there’s no longer anything to hinder you from getting your own powerful results… except some of those in the business themselves - or worse yet - someone that worked in it 'years ago' and couldn't make a living at it!"

"If you don’t know where you’re going, any road will take you there. One of my business to business clients grew by 150% using just radio. After returning from an industry seminar, they ended their radio campaign - because no one else in their industry was using it."

"Your radio ad is kind of like a pearl. It’s building luster and size of good wishes each time listeners hear it. Over time, as you keep advertising, that person begins sharing that pearl's lustre with their 250 friends, neighbors, associates, family, etc. They start telling your story to their people. That’s a referral."

"Although there are ways to do instant gratification in radio, you have to realize that one time blitzes don’t last long in a day and age where there’s 10,000 bids for your mind and dollars on any given day. You should work long-term and spike seasonally, or as needed. Always work from and go back to your foundation."

"How radio works: you begin telling people who you are through your radio commercials. You have to be there (just like a budding friendship) long enough for them to say, "wow that company exists." It takes people awhile to even recognize you because there’s so much clutter. Then you have to have your radio campaign on for just a little bit longer, so that people can say "well goodness! If I ever need that I should go to them! After all, they’re advertising and I've been hearing about them for awhile now, so I know people are actually using them and they’re a business in good standing." This long-term relationship with the listeners makes it possible for them to come to you when they're ready to make their purchase."