Planning a Radio Campaign

There are so many ways to reach your audience. One option is to create a radio campaign – but it’s important to make sure that it’s successful. How? This blog will detail the steps on planning an effective campaign. It’s important to get it right because according to Radio Alive, 95% of Australians are reached by broadcast radio alone.

In today’s complex media society, radio has gone beyond what’s its know for. Radio can now be accessed by “online space, using websites, apps and social media.” This means that radio is more than just reach and frequency (although these are still important).

This brings us to our two main steps.

Step #1: Identify reach. Who is the target audience? Since people are so diverse, it is important to figure out exactly who you want to target. By doing this, you are more likely to create a message that resonates with your audience.

Step #2: Identify frequency. How often does your target market need to hear the advertisement before they take action? People are bombarded with clutter. Since consumers see so many ads every day, it is important your message sticks with them. One important way of doing this is by replaying the message for each person.

Both of these steps are extremely important. However, in order to answer the questions posed above, the marketer will need to conduct research. “Data can help determine which stations this audience listens to, and equally importantly, when they are listening.” After the data has been analysed, whoever is in charge can tailor the message to the specific audience and station.

Providing a great source of communication between the company and the consumer, radio marketing can provide you with a great advantage in the marketplace. Ardent Communications ensures companies succeed in this area and helps to provide the best service to its clients in setting up a radio campaign.

If you would like to learn more about how radio advertising can help your business, contact Ardent Communications today.