Great Ad Results Always Include a Memorable Message – Some Tips for Eastern NC Businesses
By Bruce Simel/Market Manager Curtis Media serving Eastern NC.
You may be surprised by this next sentence. Extensive research by the independent Nielsen Company and verified by the Electronic Rating Council reveal that radio leads ALL other mediums when it comes to reach! More than 90 percent of Americans age 12 and up listen to local radio each week. That same percentage holds true in Eastern North Carolina where an estimated 929,300 people tune in weekly to LOCAL RADIO!*
Radio’s reach is very impressive, but without the right message that reach may not produce the results your business needs. When you reach your target customer what are you going to tell them? What you say times how many times you say it is how marketing works. Here are some tips to make the most of your radio ad campaign!
• Use repetition for hard-hitting impact. Repetition – or frequency – is one of radio’s biggest advantages versus all other mediums.
Distinction is an effective tool for attracting people. That sound effect, theme music or “sound signature” will help your ads make a lasting impression.
The best use of radio advertising is day in, day out, seven days a week, 52 weeks a year. The results and lasting impact of your radio advertising builds over time.
Don’t try to reach too many people all at once. It is better to reach 10% of your prospects 100% of the way than to reach 100% of your prospects only 10% of the way.
Don’t select radio programs or formats based on our personal likes or dislikes, but rather for the target audience you want to reach.
Feature a very limited number of items in each commercial. One or two is great. You can’t sell ten items in thirty seconds.
If you must use price, use one or only a few so as not to confuse the listener.