Radio Advertising Costs

Radio Advertising Costs: How Much Should I Spend?

"How much should I spend on radio advertising?" "How do I know I am getting the best radio advertising rates?" "What radio stations should I advertise on?" "What are good and bad radio advertising prices?" "How many spots should I air on a radio station?"

Honestly, there is so much confusion about radio advertising floating around - I can't blame you for asking these questions. Why is advertising on the radio so mysterious? The answer is - radio advertising is not mysterious. It just helps to know how it works.

Radio Advertising Costs

Effective radio advertising relies on two major components - the message (the radio commercial itself), and the media (that the radio spot airs on).

The Message

Let's look first at the radio commercial itself. Before even thinking about which radio stations to air on, or how much to spend on radio advertising rates, you must think about what you are going to say in your radio ad. For this article, I am assuming that all call centers, fulfillment, websites, etc. lead generation, and sales closing processes have been put in place by you, the advertiser. Creating a radio commercial that helps drive traffic is extremely important to the advertising process.

The advertising industry is full of voice talents, radio personalities, DJ's and others, all claiming to create radio commercials. Be careful here. When entering the arena of radio commercial production, look for a radio advertising agency that has experience and a track record of successful ad campaigns. Anyone can create a radio ad, but not everyone can create a radio ad that pulls traffic. Some radio stations provide free radio commercials if you advertise on their station. Most of these free commercials are never based on strategy and are just one of several dozen commercials that have to be created by an overworked radio production person in a five to fifteen minute window of time. Remember, you usually get what you pay for.

The most effective radio commercials are built on a solid, proven strategy. The copy is written using time tested formulas that maximize potential response. The talent is handpicked to best connect with the end user and the production is based upon clear, quality, and easy to absorb audio.

So...what does the radio commercial production process cost? The majority of radio commercials that work best usually fall into the 0 to 00 price range. There are always exceptions to the rule (lots of revisions to copy or audio, additional voice talents, celebrity endorsements, etc.) but this figure generally covers development of a solid strategy, copy from experienced copywriters, performance by high caliber voice talents, and the highest quality production services.

The Media

For many with questions about radio advertising rates, and radio station prices, here is where the mystery begins. I will try to simplify the mystery of radio media buying as much as we can in this small amount of space.

A good radio advertising buy focuses on a few different things:

* Finding the best radio stations in a market that match your customer's demographics (age, gender, income level, etc.) and psychographics (interests, beliefs, hobbies, personality traits, etc.).

* Finding the dayparts that best reach your target customer. Mornings? Middays? Afternoons?

* Selecting the top radio stations that most efficiently reach the highest potential customers, the right number of times (defined as frequency), for the least amount of money

Usually, when researching radio advertising costs, many potential radio advertisers have a pretty good idea of the first two points. However, when it comes down to finding the best station (or stations) at the best price, the radio advertising process becomes a little more challenging.

Here is how to basically determine how much to spend on radio advertising costs. Within the market you want to advertise in, find the radio stations that have the best potential to reach your target customer. This is based on the formats of the radio stations. Urban Hip-hop stations will target different demographics than a News/Talk, or Soft Rock station. After selecting a group of radio stations, contact those stations to let them know you are thinking about advertising on their radio station. Ask for specific data from the radio stations called "rankers". This is ratings data that most radio stations can provide based on specific requirements requested. From this point, you can get a good idea which stations perform the best in your target demographics.

Once you have narrowed down the radio stations to just a few that will effectively reach our target customer, request a proposal based on certain criteria - dayparts, frequency goals, etc. From these proposals, see who reaches the target audience most efficiently - using tools like Cost Per Point (ratio of spot rate to ratings percentage), Cost Per Thousand (ratio of spot rate to audience category totals), etc. If a radio station is not competitive, ask the station to resubmit a more competitive proposal. Ask about added value. Yes...it is quite time consuming...and yes it is tough to know if all of the station's radio advertising rates are too high. You really have to know the market and the going rates. (This is where having an experienced agency is extremely beneficial!) An agency can compare proposals against historical figures to determine if radio station prices are in line with market averages...then negotiate, and help execute the purchase.

Great...but what does this cost? It depends on the size of the market you wish to advertise in as determined by Arbitron (the radio ratings services). Radio advertising rates can be as high as 0 per 60 spots in a top market like New York City, or as low as per 60 spots in Kerrville, TX. How will you know what to spend?

Here's a valuable system we have used from our history of working with radio advertising rates. The system is based on a solid branding schedule that may run one spot per day in the morning drive, one per day at midday, and one per day in the afternoon drive - Monday through to Friday, and two spots on Saturday and Sunday. That's nineteen spots a week at sticker price. This type of schedule is good for achieving a desired frequency level (meaning the average listener to a station will hear the radio commercial a certain number of times). Under these broad assumptions, you can use the following chart as a rough guide to budgeting your radio advertising campaign.*

*Note, these are gross rates and do not include production costs or agency discounts. These are market averages for the standard radio schedule mentioned above, actual costs may vary. Does not factor in added value, ROS schedules, bonus spots, etc. Different combinations of dayparts on different stations may cost much less.

* Markets 1 -5 (ex: New York City, Los Angeles, Chicago, etc.)

Expect to pay from 00 to 00 per week/per station for a top performing station.

* Markets 6 - 20 (ex: Dallas/Ft.Worth, Houston, Phoenix, San Diego, etc.)

Expect to pay from 00 to 00 per week/per station for a top performing station.

* Markets 21 - 50 (ex: Denver, Cleveland, Kansas City, etc.)

Expect to pay from 00 to 00 per week/per station for a top performing station.

* Markets 51- 150 (ex: Akron, Syracuse, Baton Rouge, etc.)

Expect to pay from 0 to 00 per week/per station for a top performing station.

* Markets 150+ (ex: Myrtle Beach SC, Green Bay, Topeka, etc.)

Expect to pay from 0 to 00 per week/per station for a top performing station.

You may be saying, "Wow! That can be expensive". In some cases it is! These are standards and radio advertising schedules come in all shapes and sizes. Sometimes, schedules are smaller depending on advertising goals and objectives. However, it is recommended that you are able to commit to the range of minimums.

Leftovers?

Notice nothing has been mentioned about remnant radio advertising here at all. Remnant advertising is the practice of buying unused inventory at deep discounts. Remnant advertising success exists more in theory than in practice. However, this is not to say that there are not advertisers who are having success with remnant advertising. If, and when, remnant advertising falls into your lap, it is strongly suggested that you look into it. However, basing your entire radio ad campaign on remnant advertising may be shooting yourself in the foot. With the exception of a few times a year, most top performing radio stations do not have that much unsold inventory. Often, the largest advertisers have contracts that guarantee so many low cost/no cost spots that have to run. The reality is that if large advertisers (with the big dollar schedule) need their spots to run, or if another advertiser pays just one penny more than you did for your remnant spots - bump! You just got bumped off the air that day. You may pay for twenty spots and only get two that air. The stations will make it up to you, but what if you were counting on that advertising to drive sales. Or better yet, in the age of consolidated radio groups your remnant advertising might run on the third to the last rated station in the market. The result is NO RESULT. I am a firm believer that when it comes to radio advertising YOU TRULY DO GET WHAT YOU PAY FOR.

Now that radio advertising rates have been explained, you may ask the question, how long should I advertise? The type of radio advertising helps define the length of a campaign. Advertising for an event? We recommend shorter, more compact schedules to create buzz leading up to the event or launch. Branding a product? Often, long term schedules with a bit of breathing room work best. Maybe even flighting could work (on two weeks, off two weeks or some other length of time). Most of the time, the two things that will determine how long to run a radio advertising campaign will be advertiser goals (traffic numbers), and external factors such as sales cycles. Oh yeah, and usually budget affects the length of the campaign. It is not desired, but that's reality.

The Total Cost

You may be thinking, "So if I want to run a spot on three top Houston radio stations, I should expect to pay 00 for a commercial, plus 00 per week per station...that's ,000 for one week's worth of advertising!" That's true, and may be just what it takes to reach several thousand potential targeted customers. The real question is, "How much money can you make off a few thousand potential targeted customers?" Is it more than ,000 a week? ,000 a month? These are questions to ask yourself, because in the world of advertising, that is pretty good traffic.

It works even better when you let a professional advertising agency reduce that cost even further. Let the agency get you a great radio advertising schedule by providing an instant discount ABOVE the negotiated lowest radio station price plus great added value.

Radio Advertising Costs
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M. Bruce Abbott is Creative Director/Partner of Radio Lounge, a radio advertising agency located in Houston Texas. Let Radio Lounge help you with all facets of strategic development, creative development, copywriting, production, media planning, media negotiation, media buying and monitoring of your radio advertising campaign.

If you are thinking about advertising on the radio, let the experienced radio advertising professionals at Radio Lounge make your campaign a success. Call us for a free consultation. No pressure, just friendly people who love to help companies succeed with their advertising on the radio.

Call toll free, 1-866-4-AUDIO-9.

OR visit http://www.radioloungeusa.com

Remember... Radio Advertising Works - when done right, it can achieve powerful results.

The Meaning of XING

When my wife and I took our first trip to California before we moved here, we saw a large population of Asian Americans in San Francisco. We had come West from Massachusetts, partly because the state we lived in felt like it was still attached to a round world, and we were seeking the new flat world.

California fit that more modern heterogeneous model of a flat world state.

As we were driving down to Big Sur, we passed a number of schools where the crosswalk had the letters "XING" stenciled onto the roadway in large white letters.

The Meaning of XING

After seeing them a number of times, I turned to my wife and said "See all those "XING" words in the crosswalks?"

"Yes I have," she answered "and I've been wondering what they mean."

Now by nature, and hopefully nurture as well, I am not a nasty person prone to pranks or wisecracks, put-downs or practical jokes. But for some reason I couldn't resist. Maybe the devil made me do it ...

"Well "XING" is Chinese for "Be Careful". It tells all the Asian American kids who can't speak good English yet that they need to watch out when they cross the road."

"That's really nice. I knew I liked California, they would never do something like that back home."

"That's right," I told her. "Only in California."

For the rest of the trip, every time we passed a school and drove across a crosswalk, we would sing in unison "XING" (sounds like Shing, only hold the end for a few seconds).

Until she finally figured it out. "XING"was nothing more than a shortened version of "CROSSING", like Xmas is a shortened version of Christmas.

After that trip, whenever one of us would fake the other one out, the Faker had the right to say "XING", as in "Gotcha", to the Fakee.

Now what on earth, flat or round, does this have to do with Internet Copywriting?

Simple...

If you've read this far, you were hooked by the story. And if I was selling "XING" soap or, more likely, a "XING" web marketing scam, you might be well on your way to becoming one of The Converted.

So here's the lesson and the real meaning of "XING".

Great or even good storytelling is one of the most powerful and seductive ways a Copywriter can take control of your mind. So be careful where you put your brain.

If you let a great Copywriter lead you down the garden path, if you give your self over to someone's compelling story, before you know it you'll be hitting that "Buy Now" button.

Then again, it might just be worth it to pay for the entertainment.

P.S. I'd also bet you won't forget the new meaning of "XING" for a long time.

P.P.S. I also know that if you tried to sing it the way I told you, you'll probably hear it inside your head the next time you drive across a crosswalk marked "XING".

The Meaning of XING
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I am a highly successful copywriter whose work you have more than likely read. I am currently copywriting for my own information products, under the banner of KnowledgeStar, providing advice for The Boomers - from living healthier lives using alternative medicines to making money investing in disruptive technology.

I want to share what I have learned with other aspiring online copywriters and people trying to make money online with web marketing.

Copywriting - It's All About The People

Copywriting is all about people. You can learn every technique, every trick in the book, but it boils down to what you can do to attract the attention of REAL people.

You can of course give all the facts, but that will not sway people. People aren't rational or logical. Sure they have those aspects to them but those are not the parts of a person that makes someone buy something.

Think about a store. Placed right before the registers are shelves filled with candy and small items to attract the impulse buyer. It's the only reason those shelves are there.

Copywriting - It's All About The People

Of course online you can't wave something in front of someone saying "You want this. You need this." Instead you need to connect with them in a different way.

People are beings of emotion. They buy when they FEEL it will benefit them. If a doubt enters or you throw in too many facts they start to zone out, get bored, and move on.

You have to inspire.

If you've ever gotten in to an MLM or even heard their pitch you know they don't sell their product or service. Instead they sell a dream. A dream that provides freedom and wealth, and solves the dozens of problems everyone has. They sell this dream through testimonials, personal stories which show successful people in their business LIVING that dream.

Stories are inspiring because they touch something deep inside of you, a longing to be that brave, encouragement to continue on, a wish to live as someone else. It beckons you to reach for it, after all if someone like that can accomplish the dream why can't you?

The truth is there are few willing to go through all of the hardship that creates those successful, and the few who do struggle sometimes for years before they make it. They struggle because that is where you learn and how you grow. It is in these down moments that stories are created.

We've all had down moments, times you struggle through to make it. Things that change your life course. Epiphanies.

Look at these moments for the story that will truly reach out and grab people's attention, then shape that story into something that will make your customers FEEL as if they can do what you did and reach their goals and dreams with your products help.

No one who stays in their comfort zone will succeed. To create waves, you have to get in the water.

Copywriting - It's All About The People
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Learn the ins and out of copywriting and make your sales copy captivate your prospects and never let go. http://copywritingxtreme.com/

How to Write a Testimonial

You have had fantastic service. You love the product. You really enjoy working with a particular company, and then... they ask you to write a testimonial for them. What do you do?

If you are like most people, you say "sure" and then sit and stare at your computer for a while, your brain spinning, and not knowing where to start. You type in some words, and then delete them. Your brain draws a blank so you put off writing that testimonial for another day... and another day. You really mean to write it, you just don't know how.

To help you put your thoughts into words, here's five ways to help you write that testimonial.

How to Write a Testimonial

1. Stream of consciousness approach: The easiest way to write a testimonial is to speak it. Imagine a friend or colleague has asked you about the business or service - what would you say to them? Either record your answer (most mobiles have a mini recorder in-built into them) or have someone scribble down your answer.

2. Jot it down: The thought of "writing" can give some people a cold sweat. The word "jotting" doesn't have the same fear level. So just "jot" a few points down on some paper, and then fax it off.

3. Structured approach: If you prefer a bit of structure, then write your answers to the following points:

a. Start with what prompted you to choose this service or product

b. Then - what you were concerned about or afraid about (e.g.: you may have found similar services were very slow or the service person didn't turn up)

c. Then - what happened when you bought the product or service. What did you do and what results did you get?

d. What was your favourite feature of the product or service?

e. What did you like most about the approach the product or service took?

f. Who would you recommend this product or service to? Why?

g. Anything else you would like to add.

4. Be specific: Always write about specific details and not general comments. Comments such as "they are the best company to deal with" are too broad. If you say "they turn up on time, clean up after themselves, take the time to explain everything in non-geek speak" add more meaning.

5. Video it: The most powerful testimonials are ones that made using videos. Just grab your camera phone or webcam, and either get someone to ask you the structured questions listed above while you answer, or just talk about the product or service. Send the camera film to their mobile, or drop it onto a disk and mail it. Simple!

A few last pointers.

Don't worry about how long or short your words are. If you write a page, they can always edit it and just use the key points if they are looking for a short testimonial, or they can use the whole thing. By writing until you are "done" you give the company options.

You need to be 100% honest. Only include things in your testimonial within your direct experience.

And finally, where possible give permission for your full name and company name to be used. If you have a website, give permission for your website to be linked to your testimonial. This has the added benefit of giving your website more Google juice through gaining a link back to it, as well as adding credibility to your words.

Writing a testimonial doesn't have to be a chore - just pick the approach that best works for you and give it a go. You will feel great for being able to share your experience of the product or service with people, and the company you are writing for will feel appreciated and valued.

How to Write a Testimonial
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Ingrid Cliff is a Brisbane copywriter and the Chief Word Wizard of Heart Harmony - her writing services studio that helps put your business into words. Visit her website for a free copy of "Copywriting Secrets: Seven Secrets of Compelling Copy and Powerful Words".

Top Ten Tips for Writing a Professional Overview or Biography

A professional biography or overview, showcasing your background, experience and expertise, is a necessity for every business owner. This often overlooked marketing tool is an excellent way to introduce you and your business to potential clients and possible strategic business partners. Potentially, it might open up opportunities for speaking engagements, radio or television interviews, or a feature print article. While any information about you and your business is helpful, information that is presented in a professional, well-polished manner can make all the difference in how others perceive you. Consider these important points as you craft your own professional biography.

1. One page wonder.

Your professional biography should be a few paragraphs and kept to one page or less. One page is perfect for copying on the reverse side of a handout or flyer. Several paragraphs, left justified make it easier to read and skim.

Top Ten Tips for Writing a Professional Overview or Biography

2. First, second, or third person?

Always write your biography in the third person. That is, refer to yourself by your name or she/he as appropriate. It sounds more professional as it appears that a third party wrote the text. For example, "Alexandra has been featured in the New York Times, Forbes, Newsweek, and Time magazines."

3. Business in brief.

Not only do readers want to know what you do, but also they want to know who you work with - because they might want to work with you! A professional biography should include a sentence or two about your business niche (or niches) as well as the types of clients you serve. A modified version of your 30-second elevator pitch might be perfect.

4. And the winner is....

Make sure that you include a list of awards that you have received. Readers are interested in knowing about your talents and the organizations that recognize you for them.

5. Organizations.

Include names of the organizations, clubs, or associations to which you belong. A reader's interest might be highlighted at seeing that you belong to the same alumni association or professional business group. Again, these connections might possibly lead to some interesting and exciting business opportunities.

6. Certifications and designations.

Include any professional certifications or designations you hold. Make sure you write out their names in full, rather than use abbreviations. Not everyone might know that CMA stands for Certified Management Accountant. And, perhaps, in a different discipline, it might represent something else - like a Certified Materials Analyst. If you no longer hold a particular designation, but it has played a major role in who you are and what you do, don't hesitate to make a reference to it. For example, "Ann is a former Certified Data Processor and spent the last decade as an adjunct faculty member teaching higher mathematics at the University of Colorado, Boulder." Don't include abbreviations of college degrees, like MBAs as it looks unprofessional. The only exception to this would be for a Ph.D. designation.

7. Published?

Have you written any articles, books, e-courses or e-books? Self-published or not, your works add to your level of professionalism and credibility. Showcase them in your biography and you might earn additional royalties in terms of new clients or other opportunities.

8. Did I mention the media?

Have you been a guest on talk radio or television? Were you or your business featured or even mentioned in a newspaper article? If so, readers want to know. Again, these types of "mentions" add to your credibility and presence.

9. Call me any time.

People who want to know about you will read your biography for just that reason. And, if its compelling, rich, and includes the information they're interested, in, they'll want to contact you. Include complete contact information like your title (if any), name, address, telephone, fax, email, and website address. Make it easy to find this information by including it in the last paragraph of your professional overview.

10. Write, rewrite, and do it again.

After you have written your biography, edit, edit, and edit again. You may need to do a dozen or so revisions before you get it just right. Eliminate extra words, use descriptive words, keep the sentences short but varied in length, and write in the third person. Ask some friends to provide input as well. Make sure to revise your biography regularly to keep it up-to-date and refreshed.

Copyright 2004 by Tara Alexandra Kachaturoff.

Top Ten Tips for Writing a Professional Overview or Biography
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Tara Alexandra Kachaturoff is a business consultant, writer, speaker, Certified Guerrilla Marketing Coach and producer/host of Michigan Entrepreneur Television. Drawing on over 15 years of corporate experience, she coaches executives, professionals, and entrepreneurs on business and lifestyle issues and has been featured in print, radio and television. Her websites include http://www.virtualleverage.com, http://www.tarakachaturoff.com, and http://www.michiganentrepreneurtv.com