Radio advertising campaigns have been one of the main traditional marketing methods used by many. Radio advertising gives you reach to a larger more diverse target audience. This article explores its history and the different advertisement types. We will also look at how your business can benefit from it all.
Table of content:
- The history of radio advertisement campaigns
- The different types of radio advertisements
- Incorporating radio advertising into your business plan
- Conclusion
The history of radio advertisement campaigns
Radio advertising was first used in the early 19th century. The New York radio station aired its first paid radio commercial for everyone to hear. Dating back to the late 18th century, radio was somewhat of a luxury, not all households or social groups had access to its wonders. Many consumers still relied heavily on other mediums to get their weekly updates. Luckily, this is a problem of the past. Radios are now an affordable means to tune into your favorite radio channel and listen up. These days most cars are fitted with radios and most households have their dedicated kitchen radio on full blast. Many businesses also play popular radio stations out loud as customers browse their stores.
Since its start, radio advertisement has proven time and again the value it adds to any marketing strategy. Covering your bases is key when it comes down to having a successful marketing campaign and advertisement journey. Radio advertisements can help you achieve this goal!
The benefits of radio
Firstly, radio advertisements are used to promote several different businesses to a large audience. Secondly, it reaches a diverse consumer group and new clients. Lastly, it creates repeat exposure of your service and showcase your engagement with the community. Therefore, most of the commercial services offered by radio stations are referred to as paid promotions. A company pays a specific fee to have its business promoted on air in real-time. The effectiveness of this speaks for itself. Radio advertisement allows you to engage with clients daily and grow your business from there.
Radio has certainly changed over the years. Businesses can now choose from many different commercials to use to their advantage. The idea of a perfectly executed radio advertisement is that a business can target a new audience and have their brand’s identity become a buzz topic amongst the buying community. Evidently, we’ve come a long way from relying solely on word of mouth or monthly newsletters to update consumers. The power of radio advertisement campaigns is that it gives you direct access to a group of consumers you might have missed otherwise.
The different types of radio advertisements include;
- Advertising spots
- Sponsorships
- Live reads
All three of these popular choices have proven what they can do. From creating more traffic to engaging with the community on important topics, radio advertisement commercials are all beneficial.
The different types of radio advertisement campaigns
There are three categories of radio advertisements that businesses can choose from, as mentioned in the article just now. These commercial types are merely a guideline to what you can do with a proper radio advertisement. Companies like PlaceMyAd can be your trusted partner in customizing your unique radio advertisement campaign in no time.
Sponsorships
As a type of radio commercial that thrives on being discreet, this is one your brand can certainly benefit from. Over time, many businesses have jumped on the radio bandwagon without having done the proper research. As the saying goes, monkey sees, monkey do. Unfortunately, many businesses opted for copycat commercials and paid little interest in what their listeners wanted to hear. Luckily over time, this passed and brands began to realize the best way to use radio advertisement campaigns is to speak directly to their target audience and give clear and concise information that will add value to their lives.
Adding value with radio advertisement campaigns
Sponsorships are a great way of doing just that. Not only do they show your care in providing them with the knowledge they need, but they further use an on-air presenter that the listeners already trust, will make sure they listen to what’s next.
Furthermore, using what is already a trusted voice and channel, these commercials work to your advantage. Ever heard of your favorite on-air presenter boasting a new holiday resort in KwaZulu-Natal? Chances are you’ve listened to a sponsorship from a specific brand. The on-air presenter knows exactly how to connect with his or her audience which means the chances of your advertisement being turned down are slim.
Live reads
Live-read commercials are next in line as one of the top radio advertisement tools used for marketing purposes. These types of radio advertisements are very similar to influencer marketing or influencer promotion. In a way, also close to sponsorships, a live read sees a presenter reading your advertisement in real-time on-air. Opposite to a sponsorship which is played during news hour or weather updates. On-air presenters are perceived as local celebrities, so live reads have an added trust factor. If you can have a popular local host read your advertisement out loud, chances are, you’ll see your traffic go up and up.
Live reads show that what your brand offers is trusted by local community heroes that many look up to. There will be no doubt in the minds of consumers about whether your products and services are worth purchasing.
Advertisement spots
Advertisement spots are exactly as the name intends. Businesses pay for specific time slots and radio stations air their advertisement during those times. These types of radio commercials are very fast forward, usually short and straight to the point. If you’ve done your research and you know exactly who you’re targeting and with what information, an advertisement spot is for you.
Radio advertisement campaigns such as advertisement spots give your brand the freedom to choose how and when they’d like their message to be aired. If you are just starting out, you can choose between busier periods, which are more likely to be less cost-effective, and slower periods.
It is time to dip your toes into the world of radio advertisement campaigns. Start exploring the different benefits each of these commercial types can give you.
Incorporating radio into your business plan
You might be struggling to see the benefits of a radio advertisement campaign, but we have just the scenario to get you on your feet and excited about this proven partner.
Over the past years, we’ve seen a rise in local producers trading in their living rooms for a physical store location. The reason behind this is simple. More and more business owners started seeing the demand from consumers. Restricted social interactions and a worldwide financial panic made consumers aware of how and where they spend their hard-earned salaries. Today consumers want to know that what they buy holds value. Therefore, engaging with your community and potentially new buyers is important. Why? It simply shows that you care and that your team is available to assist them in time of need.
Growing ahead of your competitors with radio advertisement campaigns
Although this created exciting new opportunities for smaller businesses to expand, we saw how easy it was to flood a market. There were more local competitors than before, so local businesses realized they had to do something to stay competitive. Enter traditional advertisement tools such as radio advertisement campaigns. This gave businesses a new voice. They now, therefore, have the opportunity to show that they go beyond what their competition is doing.
There is a reason traditional marketing methods are yet to see the end of their time. It is simple, they are effective and they’ve shown it over and over again. Moreover, amidst the shifting buyer habits and consumer trends, one thing remained the same, and that is that traditional marketing tools like radio remained on top.
Conclusion
It does not matter whether you decide to use a very popular station like Jozi FM or start small with a subtle jingle on Heart 107.8 FM. You’ll be well on your way to creating a successful radio advertising campaign for your business.
In addition, radio advertisement has the means to ensure that your business gets optimal growth and better consumer engagement. PlaceMyAd offers you access to most radio channels. Furthermore, it acts as your trusted middle man to ensure your advertising journey can be enjoyed. If you feel your brand stagnating, perhaps it is time to try a traditional advertising medium known for its efficiency.
