How to plan your first radio campaign

If you are reading this, then you have probably have been through the first 3 important steps of your business already. Definition & understanding of your products and services, planning your business strategy and launching your business off the ground.

You now want customer attention and hence want to the explore the vast, and cost effective medium of radio.

The intrinsic difference between a poorly executed campaign and an exceptional one is detailed and intelligent planning. And this is how you get started.

1)ESTABLISH YOUR BUDGET- Formulate your budget upon the basis of –

a-the size of your business.

b-your promotional needs.

Your budget should not only calculate airtime cost but it has to have provision for the production of your ads and hiring of media professionals to help strategize, boost and steer your radio campaign in the right direction.

2)UNDERSTAND YOUR AUDIENCE-

a-What is the age demographic of your target customers- statistics show that the people between the age groups 25 to 54 years listen to the radio.

b-Is your product or service gender specific.

c-What is the economic background of your audience.

d- What is their geographical location-urban or rural.

e-When is your niche audience listening to the radio- according to AZ’s Research’s Radio Listener’s Research Report the myth that only a majority of section c in India, listen to the radio is busted. Almost 72% of people from section A and B listen to the radio on daily basis and they do so while driving.

On the basis of your understanding of your audience, you can plan your next step.

3)CHOOSE YOUR TIME SLOTS WISELY-your air time needs to be bought intelligently. You have to make sure YOUR target customers are listening to your ad and are receptive towards it. e.g. if it is section A and B you want to engage you need the prime slots in the mornings and evenings while they drive. If it is the homemakers? Then afternoon is the best time.

Another 2 key ingredients you need to keep in mind while choosing air time are frequency and consistency. The right message needs to go out to the right people at the right times repeatedly till it registers.

So how do you get the best deal for that in your limited budget?

Your budget can stretch for a longer period with shorter ads and more frequency. 10 to 15 sec ads are enough if you do not have a very complex or detailed message to deliver. If, however you need to introduce your business, then you can balance by opting for longer and lesser 30 to 60 sec ads initially and taper to shorter frequent ones.

4)CHOOSE THE RIGHT RADIO STATION-based on

a- The coverage area

b- Airtime- Airtime with promotional packages is ideal. Studies show a 50 % increase in consumer trust if there are on air testimonials and endorsements by popular RJs and radio personalities. Apart from this the package can include sponsorship of programs, time checks, road blocks, contests and studio shifts.

c- Bulk rates and discounts- Radio stations quote rates per 10 secs for an ad and they can range from 50 rupees to 2500 rupees according to the time slot. But discounts rates can be availed depending on the volume of your advertising campaign.

You can create a short press release, send it across to the radio stations inquiring about the above points and evaluate the best deal.

5)CREATE MEMORABLE AND IMPACTFUL CONTENT- you have to connect with your audience through compelling jingles or slogans (Refer to our article, ‘What types of jingles work best on the radio’)

6)TRACK, REVIEW AND IMPROVISE YOUR CAMPAIGN- keep a track of the number of times your ad was aired and which radio station worked better. Review based on the calculation of your return–cost ratio and improvise.

7)HIRE A MEDIA PARTNER-they can help bring your campaign to fruition with their expertise in the nuances of advertising and can facilitate discounted promotional packages as well as airtimes on radio stations.