Radio Advertising

Radio AdvertisingCompare Quotes On Radio Advertising From 5 Experts

Radio advertising can trace its roots back to 1900, and since then it has grown and grown as an important advertising medium.  

People believe the first radio advert was by AT&T.

Many UK businesses use radio advertising, both locally and nationally, to market their products and gain industry exposure.

Why Advertise On The Radio?

Radio advertising is often overlooked as a marketing tool owing to the advancement of technology, TV advertising, internet advertising and other forms of digital advertising.

However, it still plays an important role not just in our society (if there were no adverts there would be no radio) but in how businesses reach out and communicate their message.

The very fact that companies can target locally and regionally makes radio a very versatile and powerful marketing tool.  

How many warehouses in the UK have the radio on in the background?  How many taxi companies have the radio playing in their offices.  How many people are listing to the radio in the car?

How many of us have Spotify playing at home in the evening while we are cooking or tidying?

Radio is great for brand awareness as well as direct selling.

Most people listen to the radio from time to time; whether it is in the car, at work or at home.  Whether it is music on Radio 1 or the today show on Radio 4.  Spotify is a kind of digital radio where millions of people around the world listen to music or podcasts, all with targeted adverts being sent to us.

Most of us do feel there are too many adverts.

However, in fact adverts only take up around 6% of the airtime, which is a small amount, put into context.

Advertisers are able to have their adverts heard throughout the day, and if done right, the message will stick.

Who Uses This Form Of Advertising?

All kinds of businesses use radio advertising; from small local builders, decorators, and car valeting firms, to banks and insurance companies as well.

  • Sports Centres
  • Taxi Firms
  • Glasses Suppliers
  • Dentists
  • NHS
  • Toothpaste Companies
  • Restaurants

Any kind of company can advertise on the radio; there are no rules or restrictions.

Adverts can be targeted geographically, so your pizza shop can reach thousands of people that are driving past you, walking past you or living close to you each day.

Your next customer could have been reminded about a special offer you have on just yesterday and visited you today!

How Much Does Advertising On The Radio Cost?

The cost of advertising on the radio varies as it falls into two factors:

  • The cost of the airtime – number of seconds your advert plays, and number of times it is repeated
  • The advert – getting the advert set up with voice over, music, etc; Advertising companies can set this up.

Some adverts stand out more than others; some are timeless and some are forgotten within minutes.

The adverts played daily can cost you less than £50.00 making radio advertising affordable to both large and small businesses.

The best way to get an advert set up and that is remembered is firstly to talk to an advertising agency about it.

While radio advertising can be very effective when it is done right; if it is done wrong, it can be a total waste of money.

Local Or National Reach

All radio stations are different, some are regional and some are national.

Are you a small butcher in Brighton, or a taxi company in Reading?

You can use a local radio station to reach your entire geographical catchment area, with your advert being played several times a day every day you can reach your customer base.

Consider some of the radio adverts we are all used to, Specsavers for example.

Whether you are a national company like Specsavers, or that small butcher in Brighton, you can use radio advertising to reach your prospective customers.

Reinforcing Your Brand

Different companies will use radio advertising for different reasons.

Radio advertising can be used both for direct selling, marketing, bookings or just for general brand reinforcement:

  • Hotels – Can get more room bookings for specific hotels in quiet areas.
  • Restaurants – Can get customers in during the quiet nights of the week.
  • Florists – Can get weddings and events booked.
  • Taxis – Can get airport transfers or private hire bookings
  • Builders – Can get enquires about loft extensions or windows to be replaced.

Radio advertising is used by such a wide range of companies from all market sectors.  Whether you are wanting to reach businesses or consumers it can still be a powerful tool in the digital world.

Not All Adverts Are The Same

All radio adverts are different.

There are some that have the subtle approach, using music or a theme to target the listeners subconscious.

Bearing in mind that most people are not actively listening to the radio, it is just on as background noise while you are engaged with other things.

How can you make your advert stand out from all the others?

Have a think, or a listen to the radio now, what adverts stand out and why?

This is why you need marketing support, from a marketing company that has experience of marketing on the radio.

The Targeted Approach

Like any form of marketing, your advertising campaign does need to be planned.

Ad slots are available throughout the day and it is a case of you knowing when your prospective customers are going to be listening.

Most radio channels can help you choose the optimum times for your adverts to play, but remember, they want you to spend.

Talking to a marketing company about you objectives and discussing timings should ensure you reach your customers when they are tuned in.

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