While the golden era of radio may have passed, radio still remains one of the most effective ways to advertise your business to a wide audience. By matching your company's services and message with a demographically targeted radio audience, you can manage a successful radio ad campaign and help to grow your business.
Instructions
Create Your Radio Commercial
1. Contact local radio stations and ask about their production services departments. Explain your specific needs and desires. Evaluate a portfolio of their previous ad work.
2. Ask television stations for production help. Any station that's capable of producing television commercials will be equally capable of creating radio ads.
3. Write fun, engaging copy for your ad. Entertainment is just as important as information when it comes to radio commercials. A clever script will help your commercial distinguish itself from the countless other ads on the dial, and a good voice-over artist will help grab attention.
Air Your Finished Commercial on the Radio
4. Determine what kind of audience your business intends to reach. Think about factors such as age and gender in relation to buying habits. Before you can attract the right customers to your business, you'll need to have a clear idea of who those customers are.
5. Match your ideal buyer with a radio station's demographic. A radio station's musical format and ratings information will give you a good idea of what kind of person you'll reach when you advertise. Country, rock and rap stations will all reach unique audiences.
6. Contact one of the sales professionals within the radio station's advertising department. Ask her about different advertising packages available for small business owners. Discuss the length of ads and the frequency with which they'll air.
7. Purchase airtime in which to advertise your business. Sign a contract to have your commercials air a specified number of times per day. Get every detail in writing.
8. Listen to your commercial when it airs. Make sure that your ads run in their entirety and during the time scheduled. If you detect anything out of the ordinary, you'll be able to get some or all of your advertising investment refunded.
9. Determine the success of your ads by questioning new customers. See how many of them found your business as a direct result of your efforts to advertise on the radio. Use this information to help you develop smarter and more effective campaigns in the future.
