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One crucial part of every small business’s budget is advertising. This financial line item is crucial in order to attract customers, build new client relationships, and grow your business. However, advertising costs can mount up quickly if you’re not careful, and it’s easy to become overwhelmed, especially if there is little or no response to an advertising campaign.

Radio advertising services offer many advantages for small business owners. If you choose to use the radio for your ads, you may be able to limit your costs significantly. In fact, your only expenses will be the cost of producing the ad. In return, you’ll reap the many benefits radio advertising can provide.

Business Owners Can Target a Specific Audience

A successful radio slot, run on the correct radio station, targets the exact audience that it’s aimed for. Each radio station you speak with should have an excellent idea of their target demographic – the people who listen to their station, and at whom they’re aiming their ads. Your goal is to match your direct response radio advertising at the people you think will best respond to it.

Do this by choosing your target demographic carefully, and running your ad on an appropriate radio station. If you need assistance with this, chances are the radio station itself can provide you with some market research and educate you about the people listening in.

Your Business Receives Regular Exposure

Another benefit of radio ads is that your message reaches a regular listening audience. Radio programs build up loyal listeners, who tune in daily or weekly to hear their favorite shows. Your commercial will be heard on a regular basis by your target audience, making radio a highly effective marketing tool. You’re likely to see results quickly; as your advertisement reaches the exact people you’re tailoring it towards, and reach them during the same time slot each day.

Your Advertisement Receives Regular Attention

When people watch television, read print advertisements, or browse the web, they’re often distracted by other things around them. They may be eating dinner, reading a magazine, or attending to their children. However, when they listen to the radio, they’re often alone in their car during a work commute, or already at their office. This focused attention allows them to really listen to your message and absorb it.

People have far more time to hear radio ads, and this allows them to be highly effective. In addition, radio stations and disc jockeys work hard to develop listener loyalty, so that the same people are listening at the same times each day. Contests, giveaways, and games are all methods of building this loyalty that have proven highly effective. Ask the radio station you’re considering advertising with if they have statistics regarding their response rate or their listener loyalty – you may be surprised at the results they provide you with.

Advertising on the Radio is Highly Affordable

According to eTraffic (www.etraffic.co.za), “traditional marketing and advertising methods are not as effective as previously. Even the twenty second power ad on television or radio cannot compare to the effectiveness of Internet marketing and advertising methods.

Consumers now have mobile devices which form much better targets for ads. When they are not busy with their mobile phones, they are surfing the Internet or reading their emails. Less and less time are allocated to the television and radio

Good marketing and advertising methods respect the consumer. The Internet provides several ways for finding out what the consumers want. Through online surveys, polls, and web usage statistics of your site, you can establish what the consumers want, how they want it, how much they are willing to pay for it and when they need it”.

 

Radio Ads have Strong Psychological Effects

Humans are social animals, and we don’t enjoy spending time in isolation. Radio provides an outlet for humans to feel less alone while commuting, working in cubicles, or doing other solitary tasks. The audience listening to your advertisements, as well as the radio programs that accompany them, will quickly form an attachment to the campaigns themselves. Think about it. How many jingles do your recognize? Your listeners are no different.

By creating this type of ad program, you’re tapping into the human brain at a deep psychological level. You’re working with parts of the brain that love rhythm, repetition, and catchy jingles; if your ad is humorous, even better. Successful radio ads reach the target audience where they live; they not only advertise, they also entertain.

If you can achieve these two goals, you’ll be well on your way to a great campaign. After all, your goal is to convert listeners into active consumers, who are willing to hear your words and follow through on an accompanying action.

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