Timing is everything or so they say. That applies to more than just the way you tell a joke or what time of day you water your lawn. There is usually an optimal time of day or night to accomplish the most simple to the most difficult of tasks. Sometimes it depends on the task and sometimes it depends on the person.
According to Sue Shellenberger of the Wall Street Journal, “A growing body of research suggests that paying attention to the body clock, and its effects on energy and alertness, can help pinpoint the different times of day when most of us perform our best at specific tasks, from resolving conflicts to thinking creatively.”
Muscle strength and flexibility tend to peak late in the day, which could explain the long line at the treadmill at 6 PM. Creative thinking may occur at non-peak times of the day, like late in the evening. Did you ever find that a great idea that has escaped you all day pops in your head just as your head hits the pillow? (That is why I keep a note pad by my nightstand.)
The same rules of timing also apply to radio advertising. It is as simple a proposition as strike while the listener can act. Morning drive and evening drive radio time are the most expensive times of the day to buy. Why? Because when a consumer is mobile that is when you are more likely to get them to make a buying decision. Radio stations know this and you, the radio advertiser have taken advantage of that. When do you hear a spot for an Egg McMuffin and a coffee? Right, on your way to work as you pass the drive-thru and your mouth is already watering. Home Depot having a sale on gardening equipment or backyard grills? They start airing those on Thursday so you can make weekend plans.
Radio is on the air 24/7 365 days a year. There is always a time right for the right product. Consumers are captive audiences in their car, but audiences that are in the perfect position to react and purchase. For those non-peak hours, again being a 24/7 medium radio offers the consumer listening at the workplace to react and purchase on line.
Radio is ever-present and portable, from the shower and the car to your desk top or smart phone. Radio advertising can be made to adapt like a body clock—use it to make the most of your products’ “peak performance” times of the day.
You know your product. You know your consumer. There is always a right time of day for the two to interact through radio.
If you have any questions or comments on anything I have said here, I would love to hear from you. Visit us at TheRadioAgency.com or come see us on Facebook.
Monica Caraffa is a Senior Account Manager at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com