By: Natasha Polito, Business Development Manager at Evolution Marketing
All clients have their preference as to their “secret sauce” when it comes to advertising. For some, radio has been what built their business. Other companies swear that radio is dead. If you’re looking to maximize your investment and truly make an impact, follow these 11 key strategies to make your radio ads work for you:
1. Trust Is Everything
Before anything else, you must do business with people you trust. This is the golden rule of advertising. If you’re trusting someone else with your ad budget because you don’t know all the ins and outs, make sure your rep is seasoned and truly knows how to get results.
2. First in Break, Last in Break, and Bookends
Bookends are commercials that are at (or near) the “top of the break” —prime real estate in the radio world. These are the first commercials you hear or the last ones you hear in between commercial breaks. Unless it’s a “free” commercial, you should consider bookends so that you’re not smooshed into the middle of an 18-minute commercial break
3. Consider Ditching Music Stations for Talk Radio
Want your ad to have a lasting impact? Consider advertising on talk radio instead of music stations. News, talk, and sports radio formats, like NPR or WHAM1180, typically have more engaged listeners. Just be mindful of any political branding if you choose a news station.
4. Use Testimonials to Build Trust
Radio personalities are like virtual friends to their listeners. A personal endorsement from a trusted host can give your brand credibility and impact. Yes, there’s a minimum investment for these testimonial ads, but the trust and frequency you’ll gain make it worth it.
5. Stick With It—Consistency Wins
Start small, but stay consistent. Own a time slot and build familiarity with your audience. Once they recognize you, expand to another time or station. A single ad won’t make an impact, but hearing your message consistently will. You want potential customers Googling your business name—not just your service, where competitors could appear first.
6. Jingles Work—Just Ask the ABCs
Remember how you learned the alphabet? A catchy jingle can do the same for your brand. If you invest in a jingle, make sure you own the rights to use it across all formats. Make sure if someone else is creating a jingle for you that you are allowed to use it in any format. I’ve seen many companies expand and then find out they can’t bring their jingle to a new market, or even use the wording online.
7. Leverage Station Promotions
Radio stations have their own goals—find out what they are. If you’re investing in ads, see what extras they can throw in. Whether it’s contest sponsorships, digital tools, or event promotions, stations often offer added value if you negotiate wisely.
8. Track Performance & Optimize
Some stations can track how many listeners visit your website after hearing your ad. If morning slots drive more traffic, shift your budget accordingly. A/B test different messages, lengths, and stations. Compare the cost per thousand impressions (CPM) across different media channels—radio vs. TV, for example—to see where your investment gets the best return.
9. Take Advantage of Supply & Demand
Advertising during non-peak times can stretch your budget further. The first two weeks of the month typically offer better rates since auto dealers dominate ad space later in the month. Plan strategically to get more bang for your buck.
10. Consider Shorter Messages
If your business name is self-explanatory, try four-to-five-second ads featuring just your name and website. Auto dealers and pizza shops thrive with these quick-hit commercials that drive immediate action.
11. Make Your Commercial Stand Out
No matter where your ad runs, creative is king. A poorly executed commercial will be ignored. Invest in high-quality scriptwriting, professional voice talent, and attention-grabbing messaging to make sure your ad gets noticed.
So no, radio is not dead. All forms of advertising work, you just have to trust the people you’re doing business with, or hire people with the experience to assist!
Natasha Polito is a seasoned media vet with eight years of radio promotions, on-air, and advertising experience. You can book a complimentary consultation at www.evolutionmarketing.com/about/natasha.
