A business owner once said “I know that 50% of my advertising is working. The problem is that I don’t know which 50%.” Every month billions of dollars in advertising is wasted. It’s extremely difficult to measure what works and what doesn’t. That’s because no advertising medium exists in a bubble. The advertising you do on radio can impact the response rate of a Facebook post. A Billboard can tap into the branding message you establish in your TV ads.
There are three things you need to consider when evaluating the effectiveness of your advertising. I call them the Big 3: Right Medium / Right Frequency / Right Message. When you speak to the right audience, with enough frequency over time, and communicate a relevant message, your advertising will work.
With all the different ways that people can access news and music these days it’s natural to question whether or not radio is still a relevant advertising medium. The impact of new media options like Pandora and Smartphones was predicted to wipe out radio in much the same way as the internet has replaced the phone book. Many studies have been done over the past decade to track the effects of these new options on radio, especially on in car listening.
According to a recently published online article in the Wall Street Journal, research conducted by Edison Research shows that the impact of new media listening options is much slower than anticipated. This study shows that people in the U.S. who currently “most or all of the time” use radio in their primary car is 58%. The next strongest showing is CD listening at only 15% and Owned Digital Music is just 13%.
Could there be a day radio will be irrelevant? Perhaps. But that day is still years away, and I’ll bet you are looking for the best advertising options TODAY, not 10 or 15 years from now.
The Contemporary Christian format is one of the strongest radio formats for reaching women. 85% of all consumer purchases are influenced by women.
BUT, it’s not enough to reach women with your message. You must also tailor your message for women. 91% of women in one survey said that advertisers don’t understand them. At HOPE 107.9 we work to create commercial messages that are relevant to our listeners and effective for our advertisers.
The answer is BOTH! Our HOPE 107.9 FM listeners are both loyal and generous. Each year our listeners donate more than $400,000 in support to the station. They are our partners in bringing hope-filled music to the Willamette Valley.
Our listeners also understand that advertising helps to support the station. We continually encourage our listeners to use local HOPE 107.9 FM advertisers as an additional way of supporting the station.
I’m glad you asked. Often advertisers will spend a lot of time selecting where they should advertise, yet don’t focus very much on the content of their ad.
There are many techniques that can be used to make your commercial memorable, but by far the most important consideration is how relevant is your message to the audience to whom you are speaking.
At HOPE 107.9 FM we know our audience. Our fictional listener “Kelly” helps to make sure we are on target with everything from programming to advertising.
Who are you trying to reach? Many businesses recognize the importance of reaching women with their advertising. That’s because 85% of all consumer purchases are influenced by women.
If you are unsure of who your target audience truly is we have a Client Needs Assessment that would help to identify your target audience as well as a number of other important factors that need to be considered when planning your advertising. If you would like to sit down with one of our Account Executives for a CNA feel free to contact us.
Advertising costs vary depending on several factors. Before we can give you an accurate cost we would need to determine what you need to accomplish with your advertising. Are you wanting to draw people to an event? Are you wanting to brand your business in the community? Once we establish what the goal of the campaign is, we can put together a custom proposal to help meet that goal.
Our advertisers range from a one employee, owner-operated store to regional business with dozens of stores in our listening area. They spend from $300 to $3,000 per month to get their message out to our target audience.
We have a Client Needs Assessment that would help to identify your advertising goals as well as a number of other important factors that need to be considered when planning your advertising. If you would like to sit down with one of our Account Executives for a CNA feel free to contact us.
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