Use these tips to measure response from your radio ad.
Diversifying your advertising channels when announcing a new promotion, product or service is key to netting the largest audience possible. Radio advertising, in particular, targets a captive audience--one that is stuck in rush hour traffic, using tunes as a background while cleaning the house or looking for a relief from the silence during a lull in their day. Because it's easy for listeners to change the station during a commercial break, pull your audience in with a punchy ad. Always include a means of measuring response in your ad as well, like a special phone number or promotion with a deadline.
Instructions
1. Announce a timely offer. Get your customers to act fast by advertising an expiration date on a promotion. Use your radio ad to describe the offer, like $100 off their first order of $500 or more, and the deadline, such as saying the offer is only good until Friday.
2. Give a phone number. Use your radio ad as a teaser for your current promotion. Give details as to success rates and briefly tell about the product or service itself, then give a phone number for the consumer to call to get more information.
3. Make the phone number easy to remember. If your current promotion deals with cheap computers, try 1-800-9-COMPUTER. A dog walking or care service may benefit from a number like 1-800-DOG-WALK. A vanity number like these, especially if paired with a musical jingle, sticks in the consumer's head. Even if he doesn't need the service right away, it will be easy to remember when the customer is considering it a couple months down the road. Talk to your local phone service provider about securing such a number.
4. Repeat. Say the phone number or the special deal at least three times in the ad. Make sure its clear to a listener who tunes in at the last moment of the commercial what it is you're advertising. Always close the radio ad with the phone number and a quick recap of the promotion.
5. Try a few different registered phone numbers on different radio ads to see which receives the most calls. Advertise a different promotion for each and see which gets the most attention from your clientele.
6. Always ask the customer where he learned of your company or of the current promotion. Note his response and put more money into the radio commercial which seems to get the best response.
7. Ask the radio station for its Radio Joint Audience Research Limited (RAJAR) data. This information, provided quarterly, keeps the station tuned into its listeners by dividing them into groups by gender, age and annual salary. Stick with radio stations which reach the audience to which your business is most applicable.
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