Many still view radio advertising as an all or nothing proposition. They can’t figure out how to make it fit all their unique needs. Here’s a bit of a road map to help you navigate the audio landscape in 2015:
•Myth #1: I’m a small business, only in one area, and there’s simply too much waste to make radio effective.
•Fact: While making dollars stretch is a challenge for all small business owners, don’t be too quick to dismiss radio. If you are advertising in a market like Philadelphia, doing a remnant buy on the stations that fit the demographic of your target audience is a great way to go. This makes the whole process more affordable. With more 21st century audio options like Pandora and Spotify, while there can be a bit of a price increase for geo-targeting, you can target down to the zip codes where you want to reach your customers. This is a great add on to Local AM/FM remnant, or as a standalone for someone who only wants to reach people in a certain area, and doesn’t want or need to pay to reach a whole DMA.
•Myth #2: I simply don’t have the budget for radio. I need to focus on things such as digital, public relations, etc.
•Fact: I get it, it’s easy to get caught up in the digital wave, where things come out, and they are obsolete five minutes later. People spend a fortune on retargeting, because everyone is glued to their PC’s, laptops, tablets, and cell phones. Some companies also seek out spokespeople through Public Relation agencies, and while there may be some ROI, it costs them a vast fortune. One solution is to utilize talent reads on podcasts.
Podcasts aren’t the next big thing in audio advertising, IT IS THE BIG THING RIGHT NOW. Not only are you able to tap into an audience that’s technologically savvy, it’s the only way I know that you can put together a three-month plan where you could hypothetically have Dr. Drew Pinsky Adam Carolla, Joe Rogan, Kathy Lee Gifford, Stone Cold Steve Austin and Snooki doing live reads for your company/product, but also effectively doubling as spokespeople for your product at no additional charge.
•Myth #3: I’m a national company, but I don’t have the budget for a national level radio campaign.
•Fact: Actually, there are many affordable options and combinations. You can always purchase network AM/FM radio for a fraction of the normal cost. Satellite radio, like SiriusXM, is a great way to have a client get national exposure. Sure, you could introduce more costly (but incredibly effective) options such as talent reads with Howard Stern, but there are many ways to get well above adequate coverage on a variety of SirusXM channels without having to take out a second mortgage on your home. Podcasting and Pandora are two other options that have national reach, and you can have a lot of control in terms of geo-targeting your audience on Pandora, and which programs you sponsor in Podcasting.
Very often, people and companies look for reasons not to spend money, and not to advertise. It can be a daunting proposition, especially when you are funding the campaign. You need the proper guidance to navigate the roads of radio. Look no further, we’re here for you.
Greg McGlone is a Senior Media Buyer at The Radio Agency.