Why is radio advertisement a great idea?
1 min read
Radio is just a media and all media works of, and only if:
- you know your ideal prospect profile
- you know how to communicate persuasively in this particular media professionals.
- you know the station you are considering actually reaches your ideal prospect
- you know how to test your research before committing to a long-term agreement.
Was called in to consult for a women’s accessories store in a mall. Radio ads were doing nothing after 4 months. Took 15 mi it’s to find the problem: ideal prospects were women 20–50 who were working full time in jobs where appearance was important, who wanted different fashionable looks
and had the income to support their desires. The radio station they bought air time catered to retirees!
So radio works, but only if your research shows it can deliver a compelling message to an ideal prospect at a reasonable cost.
