To hear our first radio commercial for Sophie Randall, please click here. The commercial will air 89 times over the next six days on Melbourne radio stations GOLD104 and MIX101. We chose these two stations for their demographic reach. The commercial is as much about airing to suppliers and possible landlords as it is to promote the business to consumers.
In case it hasn’t happened already, may I respectfully suggest ‘As Advertised on Gold 104.3/Mix 101.1FM’ signage on the front windows of your stores. The radio network, ARN, should have such signage in stock. (If not, they should be prepared to go halves with signwriting costs.) The ‘as advertised’ signs boost traffic, and are also an excellent look if you are boosting your links with suppliers and landlords.
Mark’s suggestion (Feb 8) on signage is quite right and helpful.
There is still much more you can do, to fully capitalise on your Radio
advertising campaign investment.
Make sure you ask your representative for Broadcast times, both daily in advance and a
final reconciliation report at the end of the campaign.
There are two reasons for doing this. The obvious one is that it is like checking delivery dockets,
making sure you get what you had contracted for.
But more importantly, the broadcast times are a valuable key. They can be used
to provide a very accurate dynamic map of how the campaign builds,
amongst which types of people (age sex work status geographic area)
and when the campaign permeates through the target audience,
over literally every hour of the campaign period.
Simultaneously, you need to keep good parallel records, ideally hourly but each day is OK.
Record customer store visitation numbers, sales transactions by number and sales value,
both for the targeted product and the store overall.
Even better is to note if you’re getting returns form the same people but that can be harder
to record automatically.
By having the broadcast reports analysed against the survey data for this period,
and marrying them with your data, you can build a much
clearer picture of how your advertising is working, and it allows you to buy more
specifically and with greater precision at much better return on your advertising
spend- though not necessarily at the lowest “cost”, but certainly at the best value.. .
I’m also a Mark (no relation to the other correspondent) and I run a small consultancy
specialising in broadcast media, my background is Radio sales and the Radio industry survey supplier.
I have been independent for 16 years supplying advice to clients. If you’d like to contact me,
I am happy to elaborate on these thoughts I have noted here.
Good luck with the campaign.
Mark Newstead
MediaMARK
Making sense of media
T + 61 3 9888 6438
F + 61 3 9888 5160
PO Box 208
Canterbury Vic 3126
mark@mediamark.com.au