Advertising Your Business on the Air

Advertising Your Business on the Air

Advantages and disadvantages opening a new business is always both an exciting and potentially alarming activity. While the hope is that the business will thrive from the get-go and fill a niche in the community, there's always the possibility that the business will struggle and not find its potential audience or market. To minimize the possibility of failure as well as maximum the potential for success, it is important to consider how to market a business before turning on the lights and hanging out that "Open for Business" sign. One possible method of getting out the word on a new or even established business is to use local radio advertising. Advertising on local radio stations can be an effective method of promoting a business, although it can also be costly to advertise during the best time slots and the ads may not reach all of your potential market on their own. Most radio spots are produced in 30 or 60 second blocks, which is enough time to get some basic information about a business to a potential audience.

Crisp and concise copywriting is therefore extremely important. What are the most essential bits of information an audience needs to know about the business? Think about how the nature of the business can be conveyed in as few words as possible. The ad also needs to get the attention of listeners, who tend to "tune out" during those advertising lulls. A catch phrase or repeated jingle can break through to tuned-out listeners, as can a snippet of original music. The voice and personality of the announcer can also help engage listeners with the advertisement and thus with the business. For most impact on listeners, the nature of the business should match the demographics of the radio station's listening audience. Think about the kind of music and/or news the radio station presents. Who is most likely to listen to the station? The radio station itself can provide some info its target audience, and if the radio station's target matches that of the business, it could be a winning combination. Air time for radio advertising can be inexpensive, with an ad running multiple times a day. Be prepared, however, to spend some extra money to get the commercial out to the majority of those listeners. While the radio station may broadcast 24 hours a day, 7 days a week, listeners tend to be most populous during the early morning and late afternoon drive times. Since those time periods are limited, the costs for advertising can come at a premium.

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