After chatting with a couple of business owners recently about branding and advertising – one asked a question, and I thought to myself ‘…haven’t you been listening to what I have been saying?’
But I miss-understood – what they were asking was not about branding – but the many different types of sales messages that they could put out, and what type of plan should they do?
While marketing your business involves promoting your brand and offerings to a target audience using various strategies and tactics. You need to first of all have a plan so you know what you are doing.
This can include – creating a brand identity, taking the time to develop message(s)and positioning tag lines and statements, conducting market research, identifying target customers, and developing a marketing plan that includes radio advertising as one of the tactics.
Radio advertising, therefore is a specific type of marketing tactic that involves creating and airing ads on radio stations to reach potential customers.
We all know that radio ads can take various forms, such as a scripted ad read by a radio host, a pre-recorded commercial played during commercial breaks, or a sponsored segment that integrates product placement into the show’s content.
Radio marketing is creating and airing spots that remind people of who you are and what you have on offer for them, when they need it.
Other Radio Marketing strategies that you can use to promote your business on the radio can include sponsoring radio events, participating in radio interviews, creating branded content, and leveraging your other media messages to amplify your radio marketing efforts.
Ultimately, the key difference between marketing your business on the radio and radio advertising is that the former involves a comprehensive strategy that encompasses a range of tactics and activities, while the latter is a specific tactic that involves creating and airing ads on radio stations to reach a target audience.
Clients need to understand that advertising and marketing is an investment – it is not a cost – it is an investment in getting a client’s message – be it their name, or a price and product – out there to listeners who can act on it if they choose to do so.
