If you're a retailer who's been thinking about advertising on radio, or have already been advertising on radio for some time, you may have considered using radio to promote your products.
Radio retail campaigns promote something specific about your business. Advertising a ‘deal’ or a ‘limited time offer’ are all examples of using radio to sell retail goods.
This is not to be confused with a branding advertisement that tells customers what your business does, rather it is selling something in particular.
So, how do we suggest you be a better retailer? Here are our top four tips for creating retail ads for radio.
- Know your audience.
Knowing the demographics of the recipients of your ad is a very important step in choosing the correct radio station/s to promote on. Every radio station attracts a different market, and your goal is to choose the one/s that line up best with your target audience.
Ask yourself the questions ‘what is the age range of the people I’m trying to target?’ ‘What radio stations would they listen to?’ etc.
- Decide what you are going to be offering.
Are you going to provide 50% off all purchases over $100 for the next month? Do First Home Buyers get a free consultation? Choose something that you believe is going to get your target audience the most excited about engaging with your business, and then make that the basis of your ad.
Once you have decided what you are going to offer, it is important that you make this feature the focus of your ad and not some side point. Something that we see all too often is that businesses try to cram too much information into their ad and the offer gets lost in a sea of irrelevant information.
By making your offer the sole focus of the ad, you ensure that people listening will be completely clear on what you are selling. As a test, play your ad for someone you know and ask them if they understand what the ad was trying to sell. If the ad is just entertaining but unclear in its message, it won’t work.
- Decide on a good schedule to play your ad.
You want to make sure that you are playing your ad to the right stations, at the right times, and at a frequency that ensures plenty of exposure.
This is something that is best handled by someone who has experience in media buying for radio stations, because they will be able to ensure that you get the most out of your investment.
- Track your results.
In order to track your results with your radio ads, you need to have some kind of marker that will let you know how it is going.
For example, if you are offering some kind of deal that involved your website, have a code that you must enter in order to get the deal. This way you can track who has responded to the offer based on how many people use the code on the website.
This step is crucial to determining if your campaign is working or not. You want to be able to track your progress and see if the campaign is working.
A radio ad for retail can be a great thing to help your business promote a certain product and kick start some interest.
Check out our other blog posts on radio:
Radio Marketing Tips for Small Business Success
How to Generate Leads with Radio Advertising
Factors Affecting Radio Advertising Rates in Perth