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Radio's New Wave
Online radio and simulcasting reach
millions. Here are five tips for broadcasting your way to success using
terrestrial and online radio.
By Kim T. Gordon
Can you name the one medium that
consistently reaches nearly 95 percent of all Americans over the age of twelve?
If you guessed radio, you're on the right track. No matter your target audience
-- whether college grads, ethnic Americans, or working moms -- radio is a smart
way to reach them.
The average radio consumer listens
more than 19 hours every week, according to Arbitron's 2006 report, Radio Today.
And while a massive amount of radio listening takes place in the home every
weekday morning, up to three-quarters of workday radio listening occurs away
from home -- whether in the car, at work, or at the gym.
With the arrival of online radio,
one of the oldest advertising mediums is brand new again. Any computer with
Internet access can be used to listen to traditional radio stations simulcasting
their signals or original stations broadcasting exclusively on the Web. Arbitron
and Edison Media Research estimate the monthly audience for Internet radio is
more than 52 million Americans, a 50 percent increase over last year spurred by
the growth of broadband Internet access.
You can choose from among the
thousands of terrestrial stations that simulcast, or select stations by musical
genre to reach virtually any type of marketing prospect using one of the large
networks of Internet-only radio stations. And because 80 percent of Internet
radio listeners tune in at work, potential customers who hear your spots are
just a click away from your website.
Whether you'd like to advertise on
local, terrestrial stations or through an online radio network, here are five
important tips for success:
1. Write a Target Audience Profile
All radio buys should be made based
on a station or network’s ability to deliver your unique target audience. Take
the time to write a profile of your best prospects based on their demographics,
including age, gender, and other specifics such as household income or where
they live. Then match this profile with the listenership of the programming
under consideration to make sure your buy will pinpoint the right people.
2. Look Beyond Demographics
Quantitative data is only part of
the story. How and where your prospects shop, their entertainment consumption,
or even their travel plans, may impact their desire to buy what you sell. Ask
the stations or networks for Scarborough Research that confirms their listeners
match the unique characteristics of your prospect group.
3. Consider Geography vs. Programming
With radio, you can reach an
audience in a single city or nationwide. The key is to choose stations or
networks that reach your audience with the least amount of waste. Either they’ll
have strong numbers within a specific geographic market area or programming with
special appeal, such as what's available on Internet-only stations that
broadcast a particular type of music or political viewpoint.
4. Beware Of Sales Traps
When it comes to broadcast buying,
the number of spots in your rotation is less important than when they’ll air and
who will hear them. Beware of anyone who promises a high number of spots at a
low cost per spot. Chances are most will be ROS (run of station), which means
they could air during the middle of the night or when fewer of your best
prospects are listening.
5. Reach a Core of Prospects
If you have the choice between
running a limited schedule on numerous stations and concentrating your budget
with a buy on one or two stations -- or even during a single program -- which
should you choose? The answer is to advertise frequently to a small, core group
of well-qualified prospects, then as your business grows and your budget
increases you can expand your reach with additional stations and prospects.
Get In-depth
Coaching on this Topic>>
Kim
T. Gordon's columns and articles are read by more than
3 million small-business owners each month. She is a small-business expert
and the author of four books, including Maximum Marketing,
Minimum Dollars: The Top 50 Ways to Grow Your Small Business.
Copyrighted material. May not be reproduced in
whole or part without expressed permission from the author. |