I was chatting to a client last week about running a radio promotion on their local radio station in New Zealand – they wanted to know was it worth their time and their expense to run a promotion… I want to reach through the Zoom camera lens and grab them to shake them and scream “YES!”, but I didn’t (I wanted to do it – and I know a lot of other people want to do it to their clients too).
It occurred to me after the call that this might be a common thing that other people have to put up with, I mean, explain to clients – so here are a couple more ideas you can throw into your conversation with a client who might not be ready to sign on the dotted line:
Why Should I Promote On the Radio?
- People DO STILL Listen to the Radio!
Yes they do! Everyone owns a radio, whether they know it or us it or not – eg: stream radio on their phones, radio alarm clock, radio on DAB+, radio on TV signals, radio in stores, in their car, at work… Radio is still everywhere and we have ratings and surveys that prove that people still listen all across the world. You are also more likely reach a larger audience who might be interested in your products or services if you (A) advertise on radio, and (B) listeners will pay more attention if they have a chance to win, touch and experience your product or service. - Radio Targets the Right Audience
Running a promotion that doesn’t target the right people will waste your time and money, no matter where you place it (eg: do you know if your 40+ male age group is on Instagram and not at home in their sheds on a weekend listening to the local car radio show?). The beauty of a radio promotion is targeting the right audience, at the right time. You can tailor content based on the needs of your audience demographics such as age, sex, education, income status, and purchase behaviours. There is also a halo effect from radio promotions and advertising in that if you don’t hear it, your partner, kids, or neighbours will – and chances are that if it is relevant to you – they will tell you about it. - Radio Promotions are Budget-Friendly
Radio really is a cost-effective platform to advertise your business on, and helps to generate leads and sales while costing you minimal amounts. But – and it is a big BUT – you have to be relevant to your market, your medium and your audience. There is no point running a promotion for car washing or detailing service, only first thing in the morning before 6am – you may get a bit of response from your investment, but you will get a better response if you invest more to advertise and promote in the middle of the day (in this case I would say in breakfast and in drive). - Promotions = Memories
It generates memorable moments for the audience, making it a reliable tool that you can use for the long term and at low costs. You need to ensure that the content speaks directly to the needs and expectations of your target audience. I was at a promotion for an outdoor recreation company – they did it brilliantly with a launch that got thousands (yes that’s right THOUSANDS) in through the door in the first day, with specials which backed up the promotion and a station who did a remote outside broadcast – we know what works, and can do it if you have the time and budget – plus – in this case – it was such a feel good promotion with the winner donating their win to an Autistic Children’s charity, and then the store matched it (essentially doubling the spend). It was fantastic radio.
So now that we have established WHY – here is one you may not have thought of:
Radio Gives You an Edge over Your Competitors
Since radio has a wider reach, many people can listen to it anytime. It makes your brand stand out from the crowd regardless of competition within your niche. Especially if there are others in your business category who advertise, but none are offering a promotion – get in first and take control of the listeners. As people listen to your customized message, they’d probably get interested in knowing more about your business, thus, prompting them to make quick purchasing decisions.
AND… Radio is Influential and Makes People Take Action
Listening to a promotion, like an outside remote broadcast – does drive traffic to that location. Especially if there is action, fun, excitement, and people taking part – the biggest mistake is to just ‘do’ an outside broadcast. You need to make it something that will engage, influence and drive listeners to action.
The more that you invest in making a promotion work – the better the results will be.
Speaking of results – you should know ahead of time what ‘results’ the client wants. Is it a door buster just to get people in through the door? A Sale? A Launch? To get bookings? To give a hands on experience? What is the goal for you to aim for to give them the results they want. When you know that you can achieve anything.
So, wrapping this up – radio promotions ARE STILL WINNERS. And clients who take them on – will win. If they do it right – as the promotions person at the radio station you have to use your experience, your skills and your team to make it happen for them. So they will return not only to advertise, but to promote with you again.
