Sunday, March 29, 2009

Building A Radio Advertising Campaign-1

In this fast paced world, it seems we all want things to happen NOW. And we can get many things a lot faster than our parents and grandparents.

Everything from rotary dial telephones that hung on the wall, to waiting for a letter being delivered from across the country, are all but memories of a slower pace. Microwave ovens were not common in my childhood days, I could go on and on, but the point of this is that there is a process in building a strong, solid advertising campaign.

I learned this process over 20 years ago when I transitioned from the on-air side of radio to the advertising side of radio. And these days again I'm in the position to share this with others.

Listening to the radio is a personal experience. It's something you often do by yourself, perhaps while driving back and forth to work, or maybe even at work. The best radio programs are the ones that remember this and the best commercials on the radio remember the relationship aspect too.

Today, I'm going to show you a 4 step process to building an effective radio advertising campaign. Remember these letters: I.B.; G.B.; S.B.; & R.B.

They stand for Intangible Benefits, General Benefits, Specific Benefits & Re-created Benefits. Each is a stage that you should go through in your advertising campaign. And if you skip or rush the process, your campaign weakens.

Right now, I want you to think about the 1st phase. Intangible Benefits.

Think about the many factors of your business that fit this catagory.
Write them down.
Mull over your list.
Refine it.
Add to it.
Put it away for a day or two and examine it again and dig deeper into the descriptions of these intangibles.
The first part of your advertising campaign will be built around these.
(By the way, I.B. could also stand for Image Building, but it is these Intangible Benefits that are often at the root of your Image.)

As you review your list, you will find some things that set you apart from your competitors. Cherish these items, after all your business has a personality and that is what you are uncovering.

Your first ad in building your brand will be focused on those Intangible Benefits. Unfortunately, most radio campaigns never explore this.

Next time, we'll look at the G.B.

Your Comments and Questions are always welcome.

1 comment:

  1. Good information.

    In the present economic situation if you are looking to get your message across to people and advertising your business without spending loads of money, then you can opt for traditional outlets like print advertising agencies. These agencies can offer you classified ad space at special discounts. This is also a great opportunity especially if you are setting up a new business or are tight on your advertising budget.

    When you use a professional ad agency, you tend to receive an early notice of the special offers and prices and also a considerable reduction in the advertising rate for national press. So help your business grow by promoting it in the low priced publications. Use print media to cut your costs and boost your advertising efforts in this growing economic recession.