Chapter 10
Direct-Response Radio: Music, News, Sports, and Talk = Money |
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Many companies have used radio ads to transform their businesses. Unfortunately, too many entrepreneurs and marketing professionals don’t try it because they think it is beyond their reach. Or they try it once… and if it doesn’t produce the expected results that first time, they give up on the entire channel.
That’s too bad. Radio advertising can be a great marketing tool to promote your business. It is especially useful in helping entrepreneurs reach specific demographic segments of the general population.
The cost of advertising on the radio varies depending on the region, the reach and popularity of the radio station (its market share), the time of day, the length of the ad, how many times a day the ad is run, and other factors. But remember that cost isn’t everything. Like every other marketing channel we’ve discussed in this book, what matters most is return on investment – your ROI.
Therefore, you have to do your research and keep track of all the testing you do with radio advertising. Only then can you calculate if it is a cost-effective way to bring customers to your business. If so, you’ll also need to determine how radio fits in with your product and the other marketing channels you are currently using.
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