How to Buy Radio Advertising On a Budget: Other Types of Radio Promotions
Outside of on-air radio spots, there are other opportunities you may have on radio to promote your business. Here are a few:
Radio station promotional events. To add value to your radio campaign, you may want to sponsor a radio station event as part of your advertising, Schmidt says. This can be negotiated as part of your advertising package. Make sure to ask about any promotional opportunities. "For example, a radio station may host a business breakfast series in which qualifying advertisers are included as sponsors," Schmidt says. "Or, a station may also customize a promotion exclusively for your business."
In addition to on-air exposure, you may be able to capitalize on in-person exposure to potential customers. "Your company may be allowed to provide samples or sell product, do demonstrations, and/or distribute promotional materials at the event," Schmidt says. It depends on the client whether sponsoring events makes sense, Hroncich says. "If it's an event featuring the most popular DJ in the area, you're going to have to pay a little more appearance fees, but it may really lend credibility if you have a popular on air personality reading your commercial or endorsing your product," he says. "That goes a long way."
Cross promotions with other advertisers. Schmidt recommends that businesses ask the radio station sales representative about other advertisers who may be interested in cross promotions. "Each advertiser would mention the other in their advertising, often providing an offer such as something free or discounted with purchase," she says. "For example, a supermarket may advertise a discounted ticket to an area attraction with the purchase of specific food items. The attraction, similarly, would promote the supermarket." Cross promotions can be rewarding for both advertisers, as they are increasing their airtime and exposure, while simultaneously providing a consumer incentive to help drive sales for both businesses.
Determine if you qualify for co-op advertising funds. Schmidt says co-op advertising funds may be provided by a manufacturer whose products the retailer sells. "The amount of funding the retailer receives is generally based upon meeting a sales benchmark of the manufacturer's product," she says. "For example, a particular brand may pay a percentage of the store's advertising, provided that the radio commercial mentions the brand and/or slogan a designated amount of times." Co-op funds may accrue yearly or quarterly, but have specific deadlines in which to use the funds, otherwise they lapse. "It's important for retailers not to overlook this valuable potential source of advertising funding," Schmidt adds.
Tap into the radio station's online audience. Most radio stations have websites, and "stream" or broadcast their programming online. Generally, for a minimal investment, advertisers can add value to their on-air radio campaign by also advertising on the station's website. Sometimes, Hroncich says, radio stations will sometimes throw in website advertising as part of the "value add" in an advertising contract.
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How to Buy Radio Advertising On a Budget: Recommended Resources
The Radio Advertising Bureau
The sales and marketing arm of the radio industry, the RAB has nearly 7,000 members including some 6,000 stations in the U.S.
Radio Locator
The most comprehensive radio station search engine on the Internet.
Radio Ad Lab
An independent organization funded by radio industry companies to further the understanding of how radio advertising works and to measure radio's effectiveness.
Arbitron
A media and marketing research firm serving the media -- radio, television, cable and out-of-home -- as well as advertisers and advertising agencies.
