You want control. You want the best bang for your buck. And you think that radio listeners have the same habits that you do, or that more people listen to the radio at 7:45 AM than they do at 3:17 PM. Because of that belief, you may think that you want your radio ads placed in specific times throughout the day. And I’m here to tell you it’s a waste of money. You’re going to be paying a lot more for those “specific time frames” when scheduling radio advertising… and it won’t put your ads in front of more people. Possibly less.
Don’t confuse how to place ads on television with how to place ads on radio. It’s not the same. Don’t believe that everyone has the same radio listening habits. They’re listening all throughout the day when their unique schedule allows because they want to be entertained and feel good.
Radio listeners are habitual with their listening in most cases. Meaning, they tend to listen during the same times each day based on their work / life schedules. But everybody’s daily lives are different.
Some people listen for 15 minutes on the way to work, 15 minutes on the way home, and any other time they’re in their car. Others listen for 3 hours each morning to their favorite morning show… then, might switch to another station or two or three for the rest of the day. Some are in LOVE with their radio station and would never change the dial – and listen for 6+ hours a day. Some listen to satellite, pandora, music on their phone, spotify, AND local Radio. Some listen to our stations online.
(But guess what? 90+% of adults listen to local radio every week.)
You can’t predict when someone is listening. Just like you can’t predict what day someone is more likely to be ready to buy your product or service. Sure, there may be some hours that might get a few more listeners here and there. But we’re not talking about huge swings throughout the day.
If you want to advertise during specific times of the day, you’re only reaching those who habitually listen at THAT time of day. You’re missing the others, who can’t tune in at that specific time. A lot of others. So, you’re shrinking your audience.
The same goes for the question, “Which days should I advertise?”
You may want to place your ads on Thursdays and Saturdays because those 2 days are your highest sales days. Sure, if you’re a convenience store and have a sale on milk on those days. But not if you’re selling something with a longer purchase cycle.
Usually, only a couple percent of people are in the market to buy what you sell at any given moment. So, your best use of advertising is to advertise to those who will need you months from now. It’s a MUCH bigger group of people.
The goal is to win people’s hearts long before they’re in the need for what you sell. Then, when they NEED what you sell, they automatically make YOU one of their top choices because you made them feel good about your company. Because you gave them confidence that their money will be well spent.
And that didn’t happen because of the Radio Ad you placed between the Noon and 1pm hour on Friday. It’s because of the ads they heard at all times of the day for the past 3 to 6 months!
I don’t care if they came to your store and said I heard your latest radio ad. They also heard the last 5 or 6 ads you aired that led them to this moment of choosing YOU. You won their hearts and trust with multiple ads and stories. Not just ONE.
They may have also seen an online ad, newspaper ad, or Facebook post, and told you THAT is why they came in your store. But they didn’t tell you about the dozen radio ads that were subtly telling them why YOU would treat them right and be their friend in the business.
They may have decided to even Google your business name because they heard about you and wanted to know more. So, they went to your website and sawn that you were legit and seemed like a worthy local business they could trust. And when you asked them how they heard about you, they say they “Googled you” or “visited your website”. But they didn’t tell you about your Radio Ads they had been consciously or subconsciously hearing for the past 17 weeks.
Don’t try to predict when someone will be listening to the radio or when they will be ready to buy. Just place your ads all throughout the day, every day, every week, and they will remember you when they need you. That is IF… if if if if… you’ve been telling them about yourself in ways that invoke trust and a good feeling about your business – not just a laundry list of what you do or buy telling them that you have the best products and service.
Your ads need to entertain and persuade at the same time. It’s not easy to do. But when you DO… good things happen.
The SECRET SAUCE is in the ADS themselves. Not the times that you place your ad. You want an ad schedule that reaches people all throughout the day at all different times. THEN… you’re reaching the entire audience – not just a little sliver. THEN… you can worry about more important things… like making sure your advertising message doesn’t go in one ear and out the other without making an impact with that listener.
Radio is the ultimate social media. People listen to learn about what’s going on in their community and be entertained. So, do the same in your radio ads (teach them and entertain them), and they won’t even feel like “ads” to the listeners. THAT is when you WIN.
Give me a call and let’s discuss how to finally make your advertising budget start working for you. Can’t wait to meet you and learn about your business.
Results Radio-Townsquare Media – Sioux Falls