Do you have a new store opening soon? Maybe launching a startup? And I’m assuming you have a really tight ad budget (maybe a fresh credit card), but you know deep in your bowels you’ve gotta figure out a way to get your product or service in front of people, or your dream will be over before you can even roll out of bed.
Digital campaigns and social media can be very effective, especially if you have a strong network to build from or people recognize your brand. But let’s say your network and/or people don’t know your brand to search for in Google, you still have choices, and it’s not the 30% of people who click on PPC ads. It’s something that 9 out of 10 Americans listened to in the past week
Yes, I’m making a case to consider radio advertising into your advertising mix.
For all you poo-poo’ers on radio, 91% of American’s 12+ listened to a broadcast station in the past week . I see it working for my clients. I really do.
Steps to Being A Radio Ninja: ( I’m sorry to use the word ninja, barf in my throat):
You don’t want to blow your advertising wad (budget) on a 3 month radio campaign that’s gonna miss its mark and fall flat. The most effective direct response radio advertising campaigns rely on these key questions about the:
- Product
- Customer
- Business
Because it’s radio, lots of people will hear your message, but while they are speeding through their busy crazy day, how do you make them listen and respond to your message? How do you get their attention? How do you make them pause for a second and realize that they need what you are selling (preferably without realizing that you are selling to them)?
By saying the right words. How do you find those words? By starting with the right questions.
What’s the main benefit?
Does it solve an aching problem of the potential customer? Would it make the customer’s life easier? Whatever you list in this category, make sure your claims are entitled and legal – never ever make false claims.
How does it work?
Make it easier for your customer to imagine how he or she is going to take advantage of its features.
What’s so different about it?
Make bold claims and compare your product with the ones of your competitors. Talk about substitutes or alternatives – take all of them out of the race. If you have any clinical test results, patents or trademarks, use them.
What’s the offer you are selling?
I mean, aside from the product itself. Don’t go so far to consider your product too valuable to come with an offer – people love any claim that starts with “free”. So you will need to decide in advance what it’s gonna be – discounts, free shipping, free trial, money back guarantee?
What distribution channel will you be using?
Another essential thing to know from the start. Will it be just one or several channels? Will it be the web, retail, or a more direct approach?
What authority voice can back you up?
Customer testimonials are great and can definitely make a difference, but is there any expert endorsement or a corporate spokesperson that will support your cause? It would be like the difference between a John Doe and Oprah introducing a product…
What consumer segment will you target?
Come up with a full profile including age and sex, demographic and geographic aspects, socioeconomic aspects and any other relevant dimension. Primary and secondary research actions will most likely be mandatory for getting these facts.
What’s the most convincing argument that will make this consumer segment buy your product?
There might be many arguments for you to use, but the strongest of them will have the biggest impact. So find out what is the customer hoping to obtain from this purchase? Just as important, what loss would the customer suffer if not having your product?
What could possibly derail your customers from buying straight away?
So they are almost convinced, but… That “but” changes everything, because with every second that they are deciding to buy later, they are actually deciding not to buy at all. You will have to think of all the potential excuses and objections and come back with the best answers to counteract them.
How can you measure the success of your campaign?
Getting over the testing phase without even knowing your exact Cost Per Order is a big mistake. The CPO will tell you if and how you can achieve the break-even profitability. Of course, you don’t just want to break even – but if you don’t even know that point, how can you tell when you are actually scoring big with your ads? For all you know, you might be thinking you are doing great when actually doing below your break-even threshold…
