ADVERTISING ON RADIO
In 1949, Leonardo Paez
and Eduardo Alcares adapted the American play The War of the Worlds on the
local radio station of Ecuador. According to the plot of the radio show,
Martians attack the Earth, and the Ecuadorians are bravely defending
themselves. And the production was made in the form of direct radio reports.
During the broadcast in Ecuador, panic began. When it became clear that all the
fears were in vain and it was just a rally, a crowd of angry Ecuadorian men
burst into the radio station. Six people died. This is the power of suggestion
of the radio!
Today we will give
some advice to those who want to advertise in Novgorod radio stations and not
lose their money.
1. PLACE ON THE RADIO STATION THAT YOUR CONSUMERS LISTEN.
Some will find this to
be elementary truth, but our experience shows that most entrepreneurs do not
know what their customers listen to and are guided by their own taste. Ask your
customers which radio stations they listen to, what TV channels they watch,
which sites they are sitting on, and here you already have a practically ready
list of where you need to place your advertising.
If you are a very shy
entrepreneur or marketer, then call the radio station managers and ask them to
send a portrait of the audience to their radio station. In the end, whoever the
salespeople of radio air should know who listens to them. And at the same time,
ask to send you the rating of radio stations. And now, you already know exactly
which radio stations should be located.
2. DO NOT SAVE ON THE ADVERTISING MESSAGE.
All representatives of
small business as soon as they find out on the radio that there are not only
30-second audio clips, but also 15-second audio clips, immediately say that
they need only "these wonderful small radio spots, and then their
customers and they literally fall asleep from Long radio spots ".
However, the devil as
always lies in the details. The cost of one second of a 15-second audio clip is
not equal to the cost of a second of a 30-second clip, but much higher. Let's
say that the translation of a 30-second video costs 300 rubles per output (the
cost of a second of radio air is 10 rubles). The broadcast of the same 15
second video will cost you many radio stations not 150 rubles. For the output,
and 210 rubles. For the output (the cost per second of radio air is 14 rubles).
But that's not all.
The understanding and retention of a 15-second clip for a consumer is also not
equal to the retention of a 30-second clip. According to marketing research,
the retention of such videos is also somewhere around 70% of the 30-second
ones.
Thus, at a higher
price, you acquire a product of inferior quality. "And who is then helped
by 15-second videos?" You ask. They help those companies that have long
been known to consumers, as well as those who offer large discounts (Discounts
from 30%). And also those who have a very simple proposal.
3. DO NOT REDUCE THE RADIORIC.
For some reason, many
entrepreneurs believe that they should create creative advertising for the
radio. But what such "creative advertising" none of these customers
can not really explain.
The global information
firm Nielsen conducted a survey of what kind of videos Russians like. It turned
out that in the first three: not the first place funny advertising, the
second-life situations, on the third - scenes from family life. And you do not
need to invent any elves or magicians; you do not need to shout "we are
the best". The whole creative is what kind of category you choose to
distinguish from a competitor's commercial sounding on the same radio station.
4. Do Not Place to Place Yourself There Where You Can Place an Advertising Agency.
Many businessmen think
that they spend more on radio stations through advertising agencies than if
they were placed independently. This is not true. The advertising agency on
radio stations leaves each month a much larger amount than one particular firm.
Because of this, the advertising agency has its discounts, which the client
will not be provided by most radio stations.
The second advantage
of placing on a radio station through an advertising agency is the knowledge of
the market. The specialist knows in which advertising spot to put your video in
order to be heard. How many videos do you need which radio station to choose,
depending on the demographic characteristics of the desired audience?
To listen to the
advice of specialists of the radio station itself, I would advise with caution,
since you have different goals for them. You want competent advertising, that
is, that buyers come and buy your product, and they want to get money. Imagine
that a specialist from a radio station understands that your target audience is
on another radio station. Answer yourself to the question: "Would he
recommend you to save money and go to another radio station?" And the
advertising agency, no matter what kind of radio station, they will get their
percentage from anyone. And here on the foreground there is expediency for the
client.
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