Do You Know These 2 Secrets About Radio Advertising?

Let us review a real example from one of my clients in the automotive industry. By workforce, the automotive industry is male dominated. Perceptions may lead us to think a male demo should be exclusively targeted. Think again. A female audience should also be included in hearing ads about businesses in this industry. I have a client in automotive collision who started advertising on the radio with SPIRIT 105.3 (a female skewing audience) and within 6 weeks started receiving new customers. Since the start of our partnership in 2018, this client has consistently been receiving new leads in an industry that is primarily reactive upon need and thought of as male dominated.

TSL. Time Spent Listening. How long are audience members tuning in to the station you are buying or considering buying? TSL should be a factor you are evaluating when making a buying decision. It is simple, TSL is critical because you want your commercial to be heard. Otherwise, why potentially waste your precious marketing dollars on a station where the audience is not listening long enough to hear your ad?

Understand your demo. Who are you desiring to target and who are you inadvertently leaving out of your targeting strategy? Let us say your product or service leads you to want to target a male audience. When thinking about who you want to hear your ad, selecting solely to target men is half the story. According to Forbes Magazine, 85% of consumer decisions are made or influenced by women. So, are you also including a campaign to talk to a female audience as part of your marketing strategy? If you are not, look into this to help you achieve your desired business results.

I am here as a resource. I can help you compare research among radio stations to determine if the audience of stations you are advertising with or considering advertising with are likely to actually hear your commercial. I can also help you connect with a female skewing audience.