Advertising on Radio - Choosing the Right Station
By Ruth A Brown
In a small to medium business, organising the advertising often falls to the owner - unfortunately so does everything else. So in between opening the store, managing staff, stock, customers, accounts and cash flow, they're also the one-person marketing department. What then is the fastest, most effective way of knowing which radio station to choose?
You'll be relieved to know it's actually very easy - just ask yourself 3 simple questions:
1. Does the station broadcast in your area?
2. Do the station's demographics include your average customer's?
3. Does the station have any listeners?
Do Ratings Matter?
In a word, no. Who came first, second, third or seventeenth in the market is irrelevant. Just because a station came first in the market overall, doesn't necessarily mean they've got your customer's age group in any number and just because a station came seventeenth doesn't mean they don't have listeners.
Put it this way, how many people would you need to come into your store to see a massive difference? If you had 50 more customers in your store in one day, wouldn't that be a pretty busy day?
If one station's cumulative audience (the number of different people listening in a particular time period) is 100 000 and another's is 1000 - as long as you've got your message right, the 1000 listeners could still easily be converted into 50 more customers AND chances are the cost of the airtime will be a whole lot less than the station with 100 000.
Just remember, if the station has a percentage of your customers and they're affordable they can deliver the result you're looking for. This is great news!
However it does come with one rather large proviso. You must get your message right. If you haven't got a compelling reason for your potential customers to stop shopping where they are now and come to you instead - then it doesn't matter whether you've got 1000, 100 000 or 1 000 000 listeners.
So ask your radio station salesperson to stop telling you how good their station is and focus on the words that are going to convince others just how good YOU are.
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