Small Businesses and Radio Advertising Rated:

Radio advertising can be a powerful tool in the small firm's advertising arsenal, with the potential to reach a large and diverse audience. In addition to local listeners, people from across the world can now follow radio stations on the internet - potentially broadening your reach even further. It also tends to cost less than placing an ad on the television, making it a smart choice for a firm using small business software to keep its budget under control.

What station?

The best station for your business' radio ad largely depends on your target market. There are a wide variety of types of stations out there, including top 40, talk radio, golden oldies, news radio, classical, easy listening and jazz. Each of these is likely to appeal to people of different ages, genders, income levels, geographic locations and interests.

Consult your small business software to assist in identifying your target market, write a description of your target and present this information to sales representatives from different stations. They should be able to tell you if their listeners match your criteria - and when would be the best time to reach these potential customers.

What time of day?

The time of day your radio advertisement airs will significantly affect how many people hear it. Stations divide the day into parts to help differentiate between their different demographics and value.

AM drive-time generally lasts from 6 a.m. until 10 a.m., when most people are in their cars commuting to work. This is also typically the most expensive time slot, as listeners are considered to be more receptive to messages.

The midday time slot lasts from 10 a.m. to 3 p.m. usually appeals to loyal listeners of a particular station, often at work. Purchasing ads during this block of time may allow you to communicate a regular message at the same time over the course of several weeks.

PM drive-time, from 3 p.m. to 7 p.m. is another popular hour for commuters to listen to the radio and may be a good time to advertise leisure activities or impulse purchases, as people start to wind down at the end of the day.

Evening hours are defined as 7 p.m. to 12 a.m., while late night is 12 a.m. to 6 a.m. These listeners tend to be markedly different from those listening during the day, so it could be a good opportunity to reach a niche market.

How frequent?

Experts recommend you run at least 18 ads on a station within a one-week period to get maximum exposure - the more frequency, the better for your message.

Aim to run your ads in a similar time slot each day. If you do this, you have a better chance of reaching a particular group of people who are regular listeners during that time so they get used to hearing about your business.

Although it can be a good strategy to run your ad on multiple radio stations, you should try not to switch stations altogether, so you can continue to build your message.

How much will it cost?

Prices are determined based on the length of the ad, when it runs and how often it is played during a set period. Radio advertising is usually sold in blocks of 15 seconds, 30 seconds or 60 seconds.

Savvy small business owners determined to get the best rates may bargain with a number of different stations that fit their target market. You can use your small business software to help determine your budget.

What makes a good radio ad?

Tells a story. Radio advertisements are very short and therefore must communicate the most important points effectively and efficiently. They should also aim to tell a story listeners can relate to.

Catches the listener's attention. People often have the radio on in the background while they are doing something else, so have a catchy song, humorous approach or lively announcer can help you grab their attention and keep them interested. Music, sound effects and professional actors are some production extras that can be very effective.

Conversational. The language of radio ads is often similar to the way people really speak, almost like a conversation with the listener.

Contains a powerful offer. Radio advertisements that contain a money-off offer or other incentive are more likely to catch people's attention and prompt action.

Communicates benefits. Let listeners how your product or service can make their lives better, rather than simply describing what they can do. Use strong verbs to tell them how your business can save them time and money or enhance their experience.

Includes a call to action. At some point during your ad, tell the audience what you want them to do - whether that is call your business, visit your website or stop by your store. Keep it simple and make sure you repeat the information a few times, because people may not immediately have a pen handy to write it down.

Continues a theme. You may want to consider writing a series of advertisements to air across a longer period of time. If you can effectively build interest in the initial ads, listeners will be waiting to hear what comes next.