Is This Thing On? Insight From Media Logic Radio: "My Advertising Isn't Working"
Our staff hears it from time to time; “I tried radio, and it didn’t work.” It’s something that our team has gotten good at evaluating and coming back with answers as to WHY something may not have worked.
There are at least three major ingredients to a successful radio campaign:
Enough frequency weekly
Enough consistency
The right message
First, let’s address weekly frequency. We have listeners tuning in 24 hours a day, 7 days a week. While radio is broken down into prime dayparts and we prioritize morning drive (6am to 10am), midday (10am to 2pm), and evening drive (2pm to 6pm), that doesn’t mean we don’t still have a wide reach in the evening, overnights, and on weekends.
There is ALWAYS someone out there listening to the radio.
But something to think about: if you run 2 or 3 thirty-second ads per day, but we have listeners tuning in over 24 hours in a day, how likely are you to catch them? Higher frequency of radio ads is directly related to the success of your advertising campaign.
Now, let’s talk consistency. We often have advertisers start radio ads and mention they want to “give it a try for a month and see if it works.” While we understand the hesitation to start an annual campaign right off the bat, our Media Logic team also understands that our most successful customers are the ones who are consistent with their advertising.
Consistency can still mean running different ads or a different volume of ads depending on the time of year. The point is that advertisers who jump on the air and quickly jump off, then wait a few months and come back on, tend to struggle to see their advertising really work for them.
Finally, my favorite part to talk about: messaging!
While the frequency and consistency of ads are very important, the defining factor in having a campaign that gains a response is the message you are putting in front of our listeners.
We need business owners, directors, and marketing managers to critically think about the information we are putting in their ads. Does it match the business itself? Does it pair with other forms of advertising you are doing? Is it well thought out, and does it give listeners clear instructions on what you want them to do after hearing your radio ad?
At Media Logic Radio, we understand that as business professionals or business owners, you are juggling a lot, and maybe you don’t stop to think about each of these things when you are approached about an advertising campaign.
But we want to remind you of two things:
These are critical pieces in the success of your advertising.
Helping you with each of these steps is OUR job as your Marketing Specialists.
Reach out to us when you’re ready to strategize! Our Marketing Specialists are here to help you find the right frequency, consistency, and message to build a stronger advertising campaign for your business. Email Lindsey at lindsey@medialogicradio.com or give us a call at 970-867-5674 to get started! 970-867-5674970 970-867-5674 970-8970-867-567467-5674
