Jeanne Landau of Business 2 Community speculates that to some, radio probably seems as fresh and exciting a sidewalk sandwich board posters. She then launches into an explanation of how wrong the “some” are.
Radio, B2C believes, is a great deal.
In fact, it offers “significant advantages.”
For starters, it is not just ubiquitously present, it is ubiquitously used, by more than 90% of all Americans. That’s a tough number for any other medium to match.
Landau goes on to cite ROI stats that are likely familiar to radio pros but maybe not so familiar to the average business person, like the $6 in business driven by every $1 spent on radio, or the fact that radio outperforms Facebook and other digital platforms, and even does better than television. All while remaining affordable while other media are getting pricier.
She notes that frequency is important, and says that for a radio ad flight to perform to the max, advertisers should budget for 18 weeks with a goal of six-to-ten impressions.
She adds comment about the importance of targeting, an ability of radio that is a particular selling point. No matter what your target audience, there is likely a radio format out there with the power to deliver.
Suggesting again how to maximize effectiveness, Landau noted the importance of creative. That means avoiding clichés in favor of strong arguments for a good or service that will stick with the audience. Make it memorable, short and to the point and then sit back and watch the ROI roll in.
Landau concluded, “A top priority of any business is to be bringing in new customers regularly. To do this, a business must be advertising regularly, and radio remains one of the best ways to get your message to the masses. With careful positioning, a little creativity, and ensuring you stay unforgettable with such tools as an easy to remember vanity phone number, your radio commercial can yield some amazing results.”
