Marketing under the budget

In sphere of marketing of radio has deserved reputation « the strange cousin ». Nobody knows precisely what to do with it, with its unpredictability. Especially at family meetings, everyone tries to avoid to sit near to it. (Eventually who knows about what it will speak).

The significant part of this reputation proceeds that is difficult to follow radio. But on the other hand, radio “works”. The enterprises increase sales volumes when they use radio in the advertising campaign. But radio usually has no so strong effect, as, for example, « yellow pages ».

Nevertheless, radio cannot be ignored, as it really “works”. And many advisers on marketing, possibly, will tell to you, that radio is fine means for advertising in the local market.

However I consider, that by means of radio it is possible to draw not simply attention of local clients. Today the Internet of radio opens huge opportunities. If people already know about you it is probable, they will be true to you. And they will direct other clients on your site. Depending on cost of radio in your society, radio can be very inexpensive way to begin advertising virtual campaign (virtual campaign is when your clients send information materials about your business, e-mail addresses, clauses, a Web-site of the reference, etc. to the friends and members of families on the Internet).

Below the reasons on which it is necessary to use radio for the advertising campaign are resulted:

* Availability - radio, as a rule, is one of the least expensive mass media. To reach your target market, it is necessary to buy some advertising rollers. For this reason radio can turn to one of the most expensive mass-media. However there are ways to cut down your expenses. For example, buy less rollers and start all of them within one or two weeks so that your clients have precisely heard your message.

* Psychological effect – when people hear your voice, they feel, as though they “know” you. (as a matter of fact, the guru of marketing approve, that, having added a sound you considerably will increase quantity of clients by the site). People usually buy from people to which they trust also which know. Your voice on radio helps to feel, that they know you. These psychological aspects can be one more reason to use radio advertising, even if at you the Internet business.

* Speed - you can receive a roller and at once start it.

* Loyalty - radio listeners, as a rule, are true to the radiowave. If you know, that your clients like to listen, and on what wave to it listen, it is a fine way to draw their attention.

* Good support for other means of marketing - radio works really well in pair with other marketing means (for example, a press, direct post dispatch and TV).

But in any positive, there is a negative. Here the negative parties of radio:

* Radio is often ignored. It is necessary for you, that your target market to collide with the announcement some times before it will remember it.

* The short duration - absence of visual effects complicates “attitudes” with people. But if you can make a roller so that listeners could draw to themselves mentally a picture, you will earn on it advantage. People will better remember your announcement.

* It is difficult to trace - it is impossible precisely the nobility, how many people listen to radio during the certain moment.

The final note: radio is subconscious, therefore have it in a kind by development of your announcement. Repeat the name of your enterprise many times so that this information has settled in a head of listeners. Do not include number in the text of advertising. Instead of it buy the domain of a site and repeat its name.

Here small exercise. How you can use radio in your business? Whether will work as radio for your business? Let’s learn it.

Take a leaf of a paper and the handle. Lead a line downwards on the center of a leaf. On the one hand, put heading: Why advertising on radio is a good idea, for my business. On the other hand – why radio advertising is not good for my business. Now choose the party and start to enter the reasons. You will be amazed by that will occur when you will make it. Even if you do not change the point of view in occasion of radio of advertising, you can find new and powerful ideas for your business.

Filed under: Information on June 17th, 2007