For example a women\u2019s clothing store that wants to target women 35-54, will likely not do too well on the local sports talk station or the rock station no matter how much the \u201cmanager of the store likes those stations\u201d, or what \u201cgreat deal\u201d the local rep gave you. If it\u2019s not your audience, it\u2019s not your audience.<\/p>\n
If the radio station itself is not the problem, I ask about how frequently it was on the air<\/strong>. If the answer is \u201conce a day for a week,\u201d or \u201ctwo times a week for two weeks\u201d \u2013 we have discovered the problem. If your commercial is only heard one time by your audience, it is not doing anything.<\/p>\n A rule of thumb: your commercial needs to be heard at least three times by your target customer for them to take action. This does not mean it only needs to air three times. It needs to be heard on their schedule three times or more. An advertising agency will be able to tell you on average how many times your radio commercial will be heard based on listener stats.<\/p>\n The third question I ask is, “What did the commercial sound like?”<\/strong> If the answer was \u201cthe radio station created it for free,\u201d \u201cmy kid read the script\u201d or the business person says \u201cI wrote and voiced it\u201d \u2013 red flags go up everywhere.<\/p>\n Some radio stations still do indeed produce good radio commercials, but these day\u2019s they are few and far between. Most of the time, if you want quality radio commercial production that is written and produced by professionals that make your message stand out \u2013 you will want to invest the $300 it cost to have a professional radio commercial created by a professional production company.<\/p>\n An effective message is a key part of driving customers to your business. Just as the person producing the radio commercial wouldn\u2019t walk into your area of expertise and be effective, don\u2019t expect to walk into a studio and be able to voice or have your child voice a commercial that will be effective in any way, shape or form.<\/p>\n To review: Before you say \u201cradio advertising didn\u2019t work for me\u201d \u2013 take an honest look at 1) The station you were on, 2) The amount of times your message aired, 3) The quality of the radio commercial.<\/p>\n – Tony<\/em>
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