The 360 Degree Marketing Group Blog

6 Top Tips When Using Vine Marketing

Posted by Jodie Dimmock on Jun 30, 2015 2:00:00 AM

Vine can be a great, visual marketing tool for your audience when used correctly. But before rushing into creating video and audio that engages, make sure you take a look at our top tips for getting the most out of this platform.

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Give It Purpose

Don’t use Vine marketing just because you can. Your efforts must have a purpose and a reason for being used. Jumping on board the social media train doesn’t mean you should utilise every single tool available to you, so do some research and find out how other brands and businesses are using the platform. But, make sure you are always communicating one point that provides your audience with something of value.

 

Keep It Simple

With only six seconds to show your content, there is no point trying to cram your vine marketing videos with too much of it. You want your message or idea to be clear, engaging and easy to grasp. So, make sure you only convey those which fit within the 6 second timeframe that you have, otherwise you’re going to end up with a piece of ineffective content.

 

Provide Sneak Peeks

Vine marketing is a great way to push out snippets of what is to come for your brand and business, without giving too much away. New products or services, even exciting news, can all be content you provide to your audience without giving away too much and spoiling any surprises you may have up your sleeve.

 

Make Sure It Is Social

Your brand isn’t just made up of your logo, your products and your services; there are also the people behind it. So, use Vine to add a human factor to your brand. Show your fans your employees at work or having some fun. People relate to people, so add them in to this content.

 

Demonstrate Your Product Or Service

If you are a business that launches new products or services, show your customers how they work! While six seconds is a short amount of time to show your customers some content, this short version can act as a reminder that there are features they need to know and learn about.

 

Tell Them Who You Are

Finally but most importantly, tell your followers who you are! Maybe they don’t know exactly what you do, where you came from, why you exist; this is a great channel to show them. Show your logo, introduce your founders; provide them with the content to answer any questions about your business.

 

Vine marketing is a great social tool for some businesses and brands, but it is not a one size fits all platform. Before you add it to your social media mix, make sure you are going to get the most value out of it, while communicating an effective message to your customers. Once you have decided it is right for you, put on that creative cap and get videoing! 

Social Media for Business Checklist

Topics: vine marketing, viral content, social media, vine

6 SMS Marketing Tips To Send The Perfect Message

Posted by Jodie Dimmock on Jun 27, 2015 2:00:00 AM

SMS marketing is the process of sending text messages to target customers. These texts can send a variety of messages, from a special sale to a reminder about a deal going on currently. SMS messages are delivered instantly to consumer’s phones. Unlike emails which often are left unopened in the inbox, 98% of all text messages are opened very shortly after being received. If you are looking to alert consumers with a short message and get instant reception, SMS marketing could be perfect for your business plan.

Here are some tips to help your business send the perfect message!

1. Segmenting and targeting your audience

Nobody wants to receive text messages that they never asked for in the first place. Make sure to avoid this by having customers opt in to receiving text messages. This could be as simple as a box they can select during a registration process. Sending text messages is much more personal than sending an email and as a result customers must be interested in the content, otherwise you risk damaging your relationship with them. 

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2. Show your business name first

This is something that many people forget, but it is crucial to sending an effective text message. By showing your business name first it allows the recipient of the text to see immdiately who the message is from. This avoids the customer from not recognising the number on their phone and reminds them of who you are. 

 

3. Timing should not be overlooked

Timing relates to two different but important principles in SMS marketing. The first is that all messages sent should have deals that expire. This way customers are more likely to pursue the offer, knowing that it will not last forever. This could be as simple as sending out a 25% discount code that only lasts for 24 hours. This forces interested customers to act soon in order to be rewarded.

The second piece of timing is based on when the message is sent. This is very important because if a consumer receives a message at a bad time they will ignore the content. The tricky part is finding out what time is best depending on your form of business. This is something that can be tested to determine what times yield the best results. As you begin to send SMS messages, try sending them in the late afternoon and early evenings as these are typically the best times to send. Another great time to send a message via SMS marketing is right after a consumer has had an interaction with your business. This could be directly after registering an account online or perhaps after buying something from your store.

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4. Keep it short and simple

No one wants to read a long message, even someone who might be interested in your product or services. Try breaking up your main message into short sentences. This helps your message to be easily read and interpreted. Most marketers limit the length of an SMS to 160 characters, but remember that the quicker you can get across what you are trying to say the better.

 

5. Use appropriate language

Just because you are sending a text message doesn’t mean you should resort to using the slang that many people send over text. As a business you want to come off as professional to your potential customers. This means avoiding abbreviations and staying away from acronyms. Save your use of “thnx”, “pls”, and “YOLO” for your personal conversations, not your business ones. Another thing to avoid is using an excessive amount of words in all capital letters. One or two is fine, but customers will become annoyed if an entire sentence is in capitals.

 

6. Make sure your message is actionable

In order to get results from SMS marketing, all messages that are sent should have some form of suggested action for the customer. With this, customers will know how to interact with the company in order to get the deal. This could be showing the message to the store to receive a discount or perhaps an online discount code. Either way, it must be simple so that the customer understands how to utilize the information from the message and put it into action.

Now that you have a few tips, go out there and start your next SMS marketing campaign.

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: sms marketing, text marketing

Billboard Advertising Statistics

Posted by Amy Baker on Jun 23, 2015 2:00:00 AM

Billboard advertising is truly a unique method of advertising. It provides a way for advertisers to reach their audience during their every day lives. There are few other modes of advertising that are effective during a person’s commute to work, or while walking around the heart of a city.

 

billboard advertising statistics

Here are some interesting facts that should spark your interest in billboard advertising.

Billboard audiences have increased by 3.6% across the five major cities in 2014. Specifically, Adelaide grew by 1.2%, Melbourne by 2.1%, Brisbane by 4.2%, Sydney by 4.5%, and Perth by a whopping 6.8%. What does this mean for businesses and advertisers? The higher the population of audiences in cities the more exposure your billboard will receive. When it comes to billboards, exposure is everything. The more people that are exposed to your advertisement, the more likely it is people will remember it. Of course, there needs to be creativity, aesthetics, and memorability involved with all of your advertisements as well.

With over 400 million daily contacts with OOH advertising, this means that the average person sees 26 OOH advertising faces per day.

According to Forbes we spend approximately 20 hours per week, or 200 miles per week, traveling in our cars. This is a huge chunk of time that we are exposed to billboards constantly.

A study reported by Forbes also displayed very exciting statistics for potential billboard advertisers to heed.

58% of billboard viewers have learned about an event they were interested in though billboards. This shows us that billboards are doing exactly what they are supposed to be doing, creating awareness for events and businesses.

58% of billboard viewers also learned about a restaurant they eventually dined at through billboards. This is another very encouraging statistic. Building awareness is one thing, but awareness without action is relatively useless. This statistic shows us that billboards are actively changing the behaviour of their viewers.

26% of people remembered a phone number, and 28% remembered a website address from billboards. Once again, this is an extremely important statistic to keep in mind. The reason is that although it is important to have contact information up on a billboard, it is by no means the most important thing. Most people are driving, and therefore distracted, when they view a billboard. Images and creative designs will be remembered by these people, but patterns of numbers and specific names of websites might not be because these people typically are unable to write anything down during driving.

Populations in cities are growing every year. The direct result of this means that there are more people exposed to billboard advertising on a daily basis. The number of cars on the road has also been increasing every year. The more drivers on the road means the more billboards along roadsides and highways are seen.

Billboard advertising can be placed virtually anywhere along highways and cities, so there really will never be a shortage of advertising space.

Realize the potential that billboard advertising has to offer. Create something that is unique and eye-catching. Do not simply put up a billboard for the sake of doing it, but truly put the time and effort into creating something that is more than just an informational pitch. If you do that, you will be astounded how many more people will recognize your brand. 

For more information about billboard advertising, download our free tip sheet by clicking the link below:

Billboard Tip Sheet by The 360 Degree Marketing Group

Topics: billboard advertising tips, billboard advertising sydney, billboard advertising statistics, billboard advertising

Digital Billboard Advertising, Bringing Brand Experiences To Life

Posted by Amy Baker on Jun 20, 2015 2:00:00 AM

Digital billboards or electronic billboards are a game changer for billboard advertising, they offer a range of benefits over traditional billboards. They can engage customers with interactivity and changing displays, showing many ads over a set period of time.

Current statistics show that digital is progressing as the preferred type of billboard. Such statistics include 72% of adults have seen a billboard in the last month, 78% agree that digital is attention grabbing, 50% have taken action after seeing a digital ad, and 34% have visited a brands website after seeing a digital ad.

Billboard Advertising Statistics in Sydney

Digital Billboard Advertising Opportunities

Digital Billboards can use facial recognition which has many benefits, including gender recognition. Recently a German beer company, Astra Bierre encountered the problem that most women do not drink beer. In order to combat this they used facial recognition to identify the gender of people looking at their billboards. The ad then could play 70 different funny videos targeting these women such as taking photos of them, asking them out for a beer, or telling their boyfriends to walk away. The digital billboard and its capability of facial recognition help solved Astra Bierre’s problem by exclusively targeting these women.

Other examples of great digital billboards include the Women’s Aid campaign to raise awareness of domestic violence which presented a woman with bruises on her face featured on the billboard which gradually faded away, or the Dailies total1 campaign ‘The London Stare’ that boasted a staring competition that could detect blinks. If someone was able to beat one of the characters a voucher would be given for contact lenses. These examples are often innovative and creative and can lead to worthy press and word-of-mouth spreading about your brand.

The limits of using digital billboards are endless as they can be creatively focussed and use high resolution. The boundaries of technology are always expanding, with that the digital billboard landscape will be quite different in a few years and with more options to advertise.

 

Who Offers Digital Billboards?

APN Outdoor, Ooh Media, Torchmedia and Adshel currently provide digital and electronic billboards for the Australian market. They’re offerings cover many types of digital media and unique locations. Torchmedia occupy over 654 digital screen locations in the health sector, with 58% of the Australian population visiting a pharmacy at least once per month these ads receive great exposure.

Amongst these digital screen locations, over 337 are in general practices, also receiving high exposure with 14.9 million people seeing a doctor at least once a year and of this 11% visit over 12 times. Torchmedia also have digital screens in Woolworths Petrol and Caltex Starmart locations, with screens throughout stores they can reach 43% of the Australian petrol station customers reaching around 4 million people.

Ooh Media arrange for digital billboards in cafés, bars, sporting venues, and the health sector. Their health sector network is spread across 58 Australian medical centres with 171 screens. They also have screens throughout cafés that reach people who are 91% tertiary educated and wait an average of four-six minutes for their order, this is valuable time they could potentially be looking at your ad. Ooh Media has 350 bar locations, with 78% of people visiting a pub or bar in the last six months with an average wait time of 3.1 minutes this could be the right place to target your audience. 

APN Outdoor provide digital billboards that are high definition, high traffic, LED and large format. They are located across Australia including New South Wales, Queensland, Victoria, Western Australia, and South Australia. The New South Wales placements include M1 – General Holmes Drive, Sydney High Flyer, T2, The Darling, and ‘The Showgirl’.

Adshel deliver high quality digital displays throughout Sydney CBD locations including Town Hall, Central, Wynard, Martin Place, North Sydney, Parramatta, Bondi Junction, Kings Cross, and Chatswood. They also offer a CBD pack, which is a pre-selected grouping of platforms for brands to choose from.

In summary digital and electronic billboards offer some fantastic results and opportunities for advertisers, they offer flexible options for creativity and interactive options to increase engagement. 

For more information about billboard advertising, download our free tip sheet below;

Billboard Tip Sheet by The 360 Degree Marketing Group

Topics: billboard advertising tips, digital billboard advertising, electronic billboard advertising, sydney billboard advertising

The Basics to Outdoor Advertising in Sydney

Posted by Amy Baker on Jun 16, 2015 2:00:00 AM

Currently outdoor advertising in Sydney is a huge market and has great potential to boost your advertising efforts. There are numerous spots to choose from, depending on your budget and market. And with the right know-how, it can be an extremely cost-effective advertising choice. 

The primary types of outdoor advertising in Sydney include transport, billboards, and public places.

Transport

Using transport for outdoor advertising is a great way to reach your audience when they’re on the move; options can include bus wraps, taxi backs, and train stations. APN Outdoor currently offer a range of options from full bus wraps to fullbacks. They also offer options for trams and double decker buses.

Trains can also be used to reach out to your audience, during the working week: 11.2 million people travel by train and spend 21% of their time at the station looking at advertising around the platform.

Torchmedia and APN Outdoor offer options such as maxi views, portrait views, and track views. Taxis are almost always on the move, traveling to many areas and bringing exposure to many people.

ROVA Taxi Media are a vendor for taxi backs throughout Sydney, your ad can be seen 24 hours a day and generally can be seen from 40 metres away. Bus shelters can be seen by pedestrians and motorists and also can take advantage of digital displays with interactive options and facial recognition, which will engage your audience.

Adshel provide many alternatives to standard bus shelter advertising turning them into memorable experiences, examples include turning bus shelters into theatres, banks, and farms.

 

Billboards

A billboard gives a brand great exposure to the public, 81% of people notice billboards and 74% also see billboards several times a week. Billboards can either be digital or static, each have their own benefits. Digital can be attention grabbing, time specific, interactive, and flexible.

APN Outdoor offer digital billboards while Adshel focus on providing digital displays throughout major Sydney train stations and bus shelters. Static on the other-hand are cheaper than digital billboards, and if placed correctly cannot be missed. APN Outdoor and ooH Media provide a variety of locations and billboard types.

 

Public Places

By advertising in public places you can reach your audience right before they intend on buying something, for example outside of a supermarket or at a petrol station. Torchmedia offer in-isle advertising with the use of fins, these can offer a unique and engaging medium for your brand. For example they can feature the use of near-field communication for people to scan the fin, scratch and sniff for detergent products, product samples, feature windows, and motion-activated lighting to capture shoppers attention.

Shopperscapes can also be used, reminding people of your product as they walk from car to store. Petrol stations deliver many options also including on the pumps, upon entry, on the shop floor, and windows.

Ooh Media provide outdoor advertising in universities, café’s, sporting venues, and medical centres. The airport is another popular place for advertising it is the perfect way to reach your travelling audience, according to airport passenger data 81% of people saw APN outdoors media. APN have an array of options such as portrait and digital displays, standouts, bespoke, and externals.

 

All the mentioned forms are highly effective if they’re suitable for your specified audience. To navigate the confusing minefield of choosing appropriate outdoor advertising in Sydney contact 360 and we’ll do the hard work for you, and negotiate the right rates for your budget.

 

To find out more about outdoor advertising, download our free billboard advertising tip sheet, it's full of helpful tips for advertisers considering billboard marketing:

Billboard Tip Sheet by The 360 Degree Marketing Group

Topics: taxi advertising, billboard advertising sydney, outdoor advertising sydney, outdoor advertising

The Rulebook of Effective Billboard Advertising Tips

Posted by Amy Baker on Jun 13, 2015 2:00:00 AM

Using billboards as a form of advertising is an extremely effective medium. There are several considerations that must be taken into account before deciding on a billboard. Will a billboard be appropriate for your audience and will it be placed where they are going to be travelling. It is important that when you decide you are going to use billboards the basics must be followed, follow these simple billboard advertising tips to optimise your billboards performance.
 

Billboard advertising with the 360 Deree Marketing Group

 

Get to the Point:

  • Keep wording short, people travelling have generally little time to read complicated and long sentences.

  • Use simple wording to ensure your message can be understood.

  • Try to avoid using phone numbers and websites, unless this is the point of the billboard. They can clutter the billboard, people are not going jump on your website while driving on a highway


Visibility:

  • Ensure People can read your billboard from a distance.

  • At a minimum your billboard font should at least be 1.5 feet even if it is low-sitting.

  • Your images should also be large and easy to distinguish at a distance.

  • Avoid using colours that may blend into each other, contrasting colours is important.


Design Accordingly:

  • Billboards must be designed in order for people to be able to read them at pace

  • Flow of wording and images are important, as passing people must be able to read the billboard as it was meant. They should be able to move from text to image or vice versa and understand the correlation between the two.

  • The design of the billboard must also consider the intended target market. Will it appeal to them?


Be Bold:

  • Be creative and different, your billboard must stand out from the crowd.

  • Your billboard can be out of the ordinary it can have parts that move, be interactive, digital, or even 3D.

  • However, try not to be too outrageous, people will not understand what they’re seeing. Make sure they understand the message.


Placement:

  • When choosing a billboard, the location of it must be considered.

  • Consider using more than one billboard

  • When using a billboard, ask yourself these questions.

  • Will the particular billboard and its dimensions suit your design?

  • Will its location reach your intended audience?

  • Is there any competition close-by?

  • Is the view of the billboard obstructed at any angle?

  • Is there lighting?

  • Can it be viewed the same in different seasons or times of the day?


Use a Call to Action (often referred to as a CTA):

  • Using a call to action is a must. After viewing the ad, what does the viewer do next?

  • The call to action guides them through the process telling them to ‘shop now’ for example.

  • The call to action should be designed appropriately to the aims of your billboard, and will be different from other forms of media as people are generally on the move when they have seen your ad.


A well thought out call to action can be the deciding factor whether someone chooses to view or buy a product. Slight change of wording can be the difference in someone following through with a purchase or decision. Take a look at the following example of a website button, one reading ‘Fill Trial Form’ and the other ‘Take our Free Trial’. The latter is much more appealing.
An effective example of a call to action for a billboard could read ‘Take next left’, ‘Stop at our Shop in 500m’, or ‘Visit our store for 50% off!’.

For more information about billboard advertising, click the link below to download your free Billboard Advertising Tip Sheet:

Billboard Tip Sheet by The 360 Degree Marketing Group

Topics: billobard tip, billboard advertising

Sydney Radio Stations

Posted by Amy Baker on Jun 9, 2015 2:00:00 AM

Advertising on the radio is an exciting experience for businesses, especially those who have never done so before. Your business now has a chance to reach people all across a region, all at the same time. If all goes well, you could definitely see an increase in awareness and popularity of your business. One important decision that has to be made is which radio station you would like to advertise on. This is a huge decision, because different people listen to different radio stations at different times. You want to make sure you are going to find out exactly when and where your target audience is listening. Here is a list of popular radio stations in Sydney, followed by brief descriptions of all of them.

radio advertising in sydney

2GB 873 AM

2GB is the most widely listened to radio station in all of Sydney. It is considered to be a news talk radio station. 2GB’s most popular segment is the Alan Jones breakfast show, which consistently has the highest ratings of any breakfast show, huge in the radio world. Although it is the most widely listened to radio station, 2GB does particularly well with elderly listeners. Specifically, 2GB dominates the 65 and older market, as well as the 55-64 age group. It is strongest during the breakfast and morning hours (5:30am to noon) and the evening hours (7:00pm to midnight).

 

KIIS 106.5 FM

KIIS 106.5 was recently rebranded from Mix 106.5 around the end of 2013. It has consistently been the top FM radio station in Sydney. KIIS 106.5 is labelled as a Top 40 station, playing the hottest songs all day long. Their most popular show is the Kyle & Jackie O Show, airing during the breakfast hours. KIIS 106.5 is definitely a young person’s radio station, dominating the 18-24 and 25-39 year old market. They also do fairly well in the 10-17 year old market. KIIS 106.5 does particularly well from 5:30am-9:00am and 4:00pm-7:00pm.

 

NOVA 96.9

NOVA 96.9 was able to grab the number three spot for FM radio stations in Sydney. It is labelled as a Top 40 station, playing today’s hottest hits. NOVA 96.9 is the king of teenage listeners, far besting the second best radio station (KIIS). NOVA’s best timeslot has been the 4:00pm to 7:00pm slot.

 

702 ABC Sydney

702 ABC is the number two AM radio station behind 2GB, however its numbers have seen a steady decline over the past few years. It is labelled as a talk radio station. 702 ABC is strongest with people who are 65 years and older, and is also successful with people aged 55-64. It definitely has some of the oldest average listeners amongst Sydney radio stations. 702 ABC does particularly well during the breakfast hours from 5:30am-9:00am.

 

101.7 WSFM

101.7 WSFM is a classic hits FM radio station in the suburbs of Sydney. They play the biggest hits from the last four decades. 101.7 WSFM leads all radio stations in listeners aged 40-54, and also does quiet well in the 55-64 age group. 101.7 WFSM does very well during the afternoon hours from noon to 4:00pm, and also performs quite well on weekends.

 

Conclusion

Those five radio stations are just a handful out of the many radio stations your business could look into advertising on. It is of the utmost importance that you reach your target audience, so understanding who is listening to each radio station, and when they are listening to it is vital. Use this information to your advantage, research different radio stations, and get out there and show off your business.

 

For information about alternative forms of advertising, click the link below to download our tip sheet:

Billboard Tip Sheet by The 360 Degree Marketing Group

Topics: Sydney radio advertising, radio ads sydney, radio advertising sydney, sydney radio stations

Digital Radio Advertising Explained

Posted by Amy Baker on Jun 6, 2015 2:00:00 AM

In 2014, American young adults listened to more Internet radio than terrestrial radio. Internet radio is definitely bigger in the United States than Australia at the moment. However, if the trends in North America are telling us anything, it is that Internet radio will continue to grow at a rapid pace, and possibly rival the listenership of traditional radio. For advertisers, this provides a unique opportunity to advertise on another platform. Here is what you have to know about Internet radio advertising.

 

Youth

The primary listeners of Internet Radio are teenagers and young adults. This is very important to realize, because trying to advertise to senior citizens on internet radio would most likely be a fruitless attempt. There simply are not enough elderly listeners to support something like that. If, however, you are advertising towards a target audience of teenagers and young adults, Internet radio could be perfect for you. It is also important to think of the future of advertising. If teenagers and young adults are listening to Internet radio now, then when they grow older it will be an even more reliable way of reaching your audience. Over time, the average age of listeners for Internet radio will increase.

Internet Radio Advertising

Target Audience

Speaking of target audience, Internet radio provides one of the rarest opportunities to advertise directly to your target market in about as specific a way as possible. Internet radio provides listeners with hundred of music channels they can listen to. These channels could be broad (such as rock n’ roll) or much more specific (Arctic Monkeys Station). Because people can choose their own stations and music, advertisers can have a very clear cut picture of who is listening to which radio stations, and therefore should be able to identify there target audience easily. Additionally, personal data is always being collected from different online sources, so you may actually be able to quantify your target audience.

 

Availability

When Internet radio was first invented, there was really only one way to listen to it: your computer. Over the years technology has improved, and companies such as Pandora have reached agreements to implement their services in different forms of technology. Internet radio can now be found on mobile phones, television, smart watches, and even automobiles. What is so intriguing about this fact is that Internet radio seems to be accessible in almost every aspect of a person’s life, increasing the chances that it will be listened to, and thus your advertisement being heard.

 

Growth

It is safe to say that as popular as traditional radio is, its listenership has steadily declined over the past decade or so. There are many factors that play into this, but the rise of Internet radio has definitely been one of the larger ones. From 2009-2010 the growth of monthly Internet radio listeners was over 25%. This is an absolutely incredible growth, but obviously is something that cannot be sustained. This high growth number is attributed to the rise in popularity of Pandora, and the invention of other similar platforms such as Spotify. From 2014-2015 there was still approximately a 6% growth of Internet radio listeners.

 

Conclusion

The most successful business people are the ones that have a vision of the future. The future of radio increasingly looks like it will be Internet radio. Internet radio is a fast growing medium that is popular with the younger generations. It is extremely easy to reach your target audience as well. Lastly, it is also a relatively cost effective mode of advertising. Inernet radio is exciting for advertisers, and your company should definitely look into it. 

 

For information about alternative forms of advertising, click the link below:

Billboard Tip Sheet by The 360 Degree Marketing Group

Topics: Internet Radio Advertising, Online Radio Advertising, Radio Ad Costs, Radio advertising costs

Radio Advertising for Small Business

Posted by Amy Baker on Jun 2, 2015 2:00:00 AM

Radio advertising is one of the most popular forms of advertising. Businesses often put a 60 second message on during commercial breaks to try to convince listeners that their product or service is worthwhile. However, there is a misconception about radio advertising. Small business owners tend to think that radio advertising is reserved for big businesses, and that there is no way they could compete. Many small business owners think that there is no possible way they could afford radio advertising. This could not be further from the truth. There are plenty of small businesses that have had successful radio advertising campaigns, and have been able to do so on a budget. Here are a few reasons to advertise on radio, and some tips on keeping it cost effective.

Radio advertising

 

Investment not Expense

The first reason to radio advertise, even for small businesses, is that advertising needs to be seen as an investment, not an expense. For more clarification, an expense is the cost incurred or required for something. Rent is an expense, it is the cost required to maintain an office or a factory. Advertisement is an investment, which is an asset or item purchased in hopes that it will generate income in the future. Investing money into advertising should be seen as a way to grow your profits in the future, not a cost that you will never see return on. This is particularly important for a small business owner to understand.

 

Loyal Listeners

Radio advertising provides the perfect target audience of your choosing. How is this possible? Radio stations attract specific types of listeners. If you are looking to reach middle-aged adults, a classic rock radio station would be a better fit to advertise on than, for example, a hip hop radio station. For small businesses, if you buy an advertising block from a local radio station, you can be sure that local listeners will hear your advertisement and are therefore more likely to remember your business.

 

Low Cost

Take that heading with a grain of salt. Business owners must realize that any form of advertising can be expensive, and that includes radio advertising. The reason radio advertising is listed as low cost is because it tends to be a cheaper alternative to other mass media advertising, specifically television. The reasoning behind this is lower production costs. Not only are the production costs lower, but the actual production process is much quicker than television advertising.

 

How to keep radio advertising cost effective:

Shorter Commercials

A typical radio advertisement could last anywhere between 15 and 60 seconds long. Although this is a sufficient amount of time to get your message across, if you are trying to buy radio advertisements on a budget it might be more prudent to buy a shorter time slot. Some radio stations allow businesses to advertise in 10, 15, or 30 second time slots as well. You will have to get your message across quicker, but it can be a cost effective alternative.

 

Fringe Days/Hours

A fringe day or hour is a time of day that is not considered “prime time” for radio listening. Prime time for radio listening is Monday-Friday during the morning and evening commutes. Typically, any time or day that is not during those hours are called fringe hours. Although you may not get the same reach of audience as during prime time hours, fringe hours tend to be a cheaper alternative.

 

Cross-promotions

Cross-promotions are a way of promoting two business at the same time for a symbiotic relationship. For example, a mobile phone company plays an advertisement that obviously promotes their own company. Within the advertisement, the mobile phone company mentions that for every phone contract you sign, a customer receives a discount coupon for your store. That advertisement effectively advertised for both companies, but only one time slot needed to be purchased. If you can find another company to do a cross promotional event with, it could save both companies money.

 

Conclusion

Spending money on radio advertising can be a scary prospect for small business owners with tight financial situations. However, it is an excellent opportunity to expand your business through connecting with loyal customers and a relatively cheap cost compared to other forms of mass media advertising. There are a few ways in which small businesses can radio advertise on a budget. Look for fringe days and hours, cross-promotional opportunities, and be open to the idea of a shorter duration commercial.

 

For information about alternative forms of advertising, check out the link below:

Billboard Tip Sheet by The 360 Degree Marketing Group

Topics: Sydney radio advertising, advertising on radio, radio advertising for small business, radio advertising, cost of radio ads