Getting the Most out of Radio

Radio is a tricky medium. However, it is an important medium for exposing people to your product or service that you may not be reaching through your other advertising. Consider that almost every home has a radio; 95 percent of all automobiles have a radio; 57 percent of adults have a radio at work; and 75 percent of walk-along players include a radio. Radio is a very portable medium that people can take to the beach, to work, jogging, commuting, etc. It can be cost efficient and can be extremely consistent in reaching the right target.

In Southwest Florida, we have a plethora of stations from which to choose, and it can sometimes be daunting to figure out what's best. Some advertisers rely on radio ratings produced by Arbitron, which offer one indication of the reach and audience of a station. But more importantly, an advertiser should choose a station not because it's rated number one, but because it reaches potential buyers for their particular product.

The easiest approach is to use a buying service or advertising agency for placing radio advertising effectively. Radio spots can cost from $10 to over $150 for each 60-second spot. A good buying service can help hone in on special rates based on the time periods and time of the year. Some stations will even lock in a very reasonable "below-rate-card" rate if you commit to an annual contract but they will also require you to run a certain number of spots in the "slower" seasons.

In most cases, this works out advantageously. Most businesses should be advertising in the summer months anyway (even though many owners still balk at spending money at that time). To reach the year-round population, summer should certainly not be neglected. A summer presence can win friends and influence customers...loyal customers who live here all the time and shop, dine and consume.

Typically radio spots run 60 seconds. Stations also have 30-second spots available but they cost almost as much as the 60, so it is truly better to go for the bigger and better impact with a nominal increase in cost. Production is key to making the spot work for you and really sell the soap. Most radio stations offer in-house creative support for producing spots. They'll write and record your spot for you. Some stations do a better job than others. But there are limitations especially when it comes to the voices that are used on the recordings. Typically the talent is drawn from on-air personalities whose voices are very recognized. If they're recording an endorsement of your product, this can work well. But if they're just a "talent" voice delivering your message, there's a chance your spot will not stand out enough to be noticed from all the others recorded by the same person. Some stations will allow you to bring in outside talent, but that can sometimes be difficult for you to find.

Another option is to use a production house specializing in radio or use an advertising agency that has a good radio track record (who will do the whole package from start to finish).

Some tips when making commercials: Be sure to identify your product or service early--and often. Mention the name a minimum of three times. (In fact, some businesses take advantage of cooperative programs with vendors who will reimburse up to 50 percent of the cost for advertising if the vendor is mentioned a minimum number of times--usually three. Be sure to include a benefit to the listener early on in the spot and reiterate the benefit. The spot should be catchy and memorable in some way in order to get the audience to listen. It should surprise or entertain or amuse. Humor can be extremely attention-getting and get people to remember your name.

Since radio appeals to the sense of hearing, some of the best spots use the medium to the fullest by creating a theater of mind with sounds and words. Great sound effects can trigger the imagination to see the visuals you want them to see. Be creative but be careful that you don't get so gimmicky the message gets lost in the technology.

Many radio stations also offer remote packages in which they will actually do live broadcasting from your facility. Such promotions can be a good way to get exposure for a special event, sale, grand opening, etc. Also worth considering is the fact that some radio stations will actually work with you to create special promotions or events, but only if you run a schedule on the station.

Clearly, radio offers the ability for a business to create top-of-mind awareness to remind the consumer about its good and services on a consistent basis. If used creatively, radio can also help establish an image and ultimately deliver direct sales.

Sealfon & Associates is a full-service advertising agency