Radio
Successful radio stations consistently strive to increase their listener base in order to command higher advertising rates. Through creative advertising strategies, radio stations can help their business clients to maximize their radio advertising budget, which leads to repeated ad purchases. Whether a radio station features the latest hits or the golden oldies, it should create a marketing mix that includes listeners and clients to maximize revenue and profit.
On-Location Events
An on-location radio event at businesses, festivals or other location with lots of potential traffic increases radio station visibility. An on-location event allows listeners to meet on-air personalities and provides excitement for current listeners while providing advertising for the radio station. Additionally, on-location events at a business can reward your high-spending advertiser with extra advertising attention.
Prizes
Offer routine giveaways for events and prizes. Tie prizes to advertisers if possible to increase the impact of a business customer's advertising. The more business and exposure generated for business advertisers, the more likely they will be to continue advertising with your station. Create fun and unusual contests for prizes.
Listener Participation
Encourage listener participation through call-in request options and sponsor fun activities. For example, sponsor your own version of "The Amazing Race" with teams completing activities and racing around your town. Advertise this type of event heavily and encourage listeners to come and watch the festivities. Listener participation events garner additional listeners for your station and create attention that could increase advertising dollars.
Multiple Advertising Options
Offer multiple advertising options for your business clients. Have a starter package that mixes low-cost, late-night advertising with several higher profile slots for new companies with low budgets. Offer an enticing middle-cost package that features large discounts for signing a long-term contract. Offer customized packages for clients with larger budgets, and designate an advertising specialist to help them craft their radio advertising strategy.
Create individualized offers to woo new clients. For example, propose an on-air 'taste test' for a local bakery that pits their offers against a packaged brand, or have an on-air personality sign up for a business's service and provide personal recommendations.
Personal Touch
Encourage business owners to record their own advertisements. This extra touch lends credibility and a local touch to the advertisements. It also can be exciting for some business owners to gain attention and hear their own voice on the radio. When business owners feel more involved in the advertising process, they are more likely to continue to buy radio advertisements.
