Getting the most from your radio and television marketing.

Advertising on radio or television can be a major financial investment for your business so it’s important to ensure you get it right.

There are a few key questions you need to think about and plan for:
1. why do you think radio or television would be effective for your business?
2. who are you targeting your advertising at?
3. what times will they be listening or watching, and what stations will they be tuning into?
4. what are your budget limitations?
5. how will you track the effectiveness of your advertising investment?
6. what will be the key message of your advertisement?

Whether you are dealing with a marketing agency or direct with the radio or television  station, asking yourself these questions upfront can help to streamline the process for you. The marketing agency or station will then provide you with more specific information and recommendations on target demographics, air times, frequency, and the creation of the advert itself.

It is important to remember that the advertisement is for your target market, not you. Your advertisement should be effective at getting their attention, not yours. And it should be screened during programs that your customers will be listening to or watching – including those you may not personally like yourself.

Radio and television can be very powerful tools in your marketing tool kit, but as with all marketing, ensure it stays targeted to your market, and always track your outcomes so you can measure their effectiveness in increasing your sales and growing your business.

“This article was written by Tracy-Madonna Wylie, Business Manager, Nutbirdz Strategic Marketing, and printed in the My Marketing Companion column of the Fraser Coast Chronicle in 2008.”