How to get started
The first thing to remember about Radio Advertising is that it can very hit and miss if you don't get it absolutely right.
One fundamental area to remember is that advertising on a radio station is all about hitting the same audience on a repetitive basis. If you plan an erratic schedule, you will basically get an erratic response. However, if you get your message across often in the same time slot, you will probably hit the same people with the same message - this is the key to good response levels. If you can sponsor a particular section of a show then even better, but if you do this try to add a message that is catchy or has a meaning of association with the sponsored slot.
So, to find the best stations, just take a close look at whether you product or service can be tested on a local or national level first. Then, you can search for relevant radio advertising opportunities and listen to how their ads are formatted. So, how do the ads make you feel and is the time slot you are interested in creating a good tone and environment for your product?
When you have done the searching make sure you negotiate on price until you are blue in the face. If you hold out for a quiet period you may find that a usual slot at £50 per second could sell for £25 or much less. You can then ask them to hold the price for two or three months for the first campaign as a test and go from there.
Remember, you may want to use a professional advertising agency that has experience with radio advertising. They could prove invaluable, as they may be able to get good prices, based on other current negotiations for different customers. They can also help out with the production of adverts too, although a lot of radio stations are helping their advertisers out in this department as it helps them to cement long-term business.
Take a look at our radio advertising listings in our media database.