Radio is an extremely challenging medium when it comes to advertising. Many people subconsciously tune out the commercials, so it’s important to grab them right away. Considering the nearly immeasurable reach of radio, however, it’s quite possibly the best way to get a message out to the masses. Organizations that are looking into making radio spots should take a look at these tips to help simplify the process of creating a successful radio ad that resonates with customers.
1. Keep Things Light and Humorous
Funny radio ads have always performed better than almost anything else out there. When Dick Orkin created the famous Chickenman radio sketches on WCFL AM 1000, the characters were so memorable that his approach instantly got applied to advertising in a wide variety of venues. If you can send a message to consumers in a funny way, then you stand a much better chance of getting through to them.
2. Promote on Television Outlets
Working with an ad agency is a good idea for radio advertisers, even if they don’t really have a visual commercial that takes full advantage of this other medium. Smart TVs and set-top boxes often provide an option to stream radio stations as well as TV ones. Advertising in this way can help grow an audience who might be uninterested in traditional radio services.
3. Make Creative Use of Stereo Sound
Try using genuine stereophonic bedding music for commercials that are going to be broadcast on the FM band. Potential customers who are listening to a sophisticated car radio or are wearing headphones will end up feeling like they’re right there at a live event. Sports promotions might want to include stereo crowd noise or other types of sound effects. Matching the type of audio to the product or service being sold is usually a good place to start, though it can be interesting to go with something completely unexpected.
4. Schedule Spots During Peak Traffic Hours
Conventional radio stations enjoy an amazing 85% market share among motorists, who represent an extremely captive audience. By making sure to schedule spots during peak drive teams, business managers can maximize the number of potential clients who will hear their ads. Companies that have something to do with travel or roadside assistance will especially want to promote these aspects since they might be reaching someone who needs those services right now.
5. Use Alternative Listening Platforms
There are countless other ways to reach customers with a radio idea besides the conventional AM/FM bands, a podcast, or a satellite feed. International broadcasters tend to punch above their weight when it comes to getting a message out. So-called HD radio subcarriers provide an additional avenue as well. These have been getting a great deal of press ever since a few AM broadcasters were authorized to turn off their old-school analog signals.
Though it might be difficult at first, firms that stick with radio advertising are likely to gain an audience they wouldn’t otherwise have found on any other platform.
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