How to Test a Radio Commercial

I often hear the following words from new clients who have never advertised on the radio before “I just want to test radio… And I don’t want to spend much… What can we do?”. I completely understand where they are coming from. If one does not know how the medium works at attracting customers the “test” radio campaign will cause many to walk away without ever giving it a fair chance to produce positive results.

Let me ask you this. Would you “test drive” a car for 400 miles and only put ¼ of a tank of gas in it?
When the car broke down, would you blame the car for not performing to your expectations?
Of course not! If you want to drive the car 400 miles you will fill it up with sufficient gas to do so. The same is true for radio or any form of marketing. If you want to “test” a medium of advertising – You need to give it sufficient fuel to see what the realistic results can be. Just a quick squeeze of the pump will likely not get you any sort of measureable results when driving the car. Dedicating 1/4th of the funds you otherwise could put towards a marketing campaign and expecting to see any sort of measureable results is simply foolish thinking. Results are measured at the end of a journey, not with-in the first quarter of it.
So what should you do to “test” a radio commercial. Think realistically. That is the best advice I can give. Give it a shot for 3-4 weeks with the budget you would feel comfortable spending as if it was not just a “test”. This is where you will see realistic results.
Just because you say “If this test works I will come back and spend lots more”… Will not magically enable you to get some sort of crazy “test rate”. Radio, TV, Print, Web – They all only have so much space for prime advertising, and guess what… someone is going to buy it at a fair rate. The key here being a fair rate, no gouging, just the going price. There is room for negotiation on all mediums. Just don’t go into radio advertising expecting to get it for next to nothing as a “test” when the person right behind you is ready and willing to pay a fair rate for the same time space you want to “test” something. Instead, go into it prepared to see what the realistic results would be on a budget you are comfortable spending for the time you want to be on the air.
The media wants you to come back and spend more and will very likely give you as much as they realistically can for your budget to get you to come back and be a repeat buyer. There is that word again… realistic. Keep expectations in this realm. If you run a realistic campaign put together by an experienced professional agency like Best Radio Commercails.com – you will likely see realistic results.
An effective marketing plan starts with an experienced marketing team. If you have any questions about TV Advertising or Radio Advertising call me anytime - (231)468-9972 or email us here. Or visit http://www.bestradiocommercials.com .  My company has been one of the most trusted names in Television Advertising and Radio Advertising for years.

Satellite Radio Advertising vs FM Radio Advertising

It’s a debate for the ages… Ok maybe not quite that dramatic but it is a debate and a question that any business person looking to reach their target audience needs to ask themselves. Both have their pros and cons. As someone who works in the industry on a daily basis and has made countless media buys and who’s voice is heard on hundreds of radio commercials for both Satellite radio and FM Radio – let me share with you some of the things I’ve learded over the years so you can make an informed decision.
Let’s start out with FM radio. If you are looking to reach a specific city or just a few cities this may be the best route for you to take. The messages can be tailored to each individual city and population. It can be targeted down very narrowly by city, format and time of day. The costs will vary depending on the city you want to be on the air in. The larger the city – the higher the cost per airing. Don’t expect to run a radio campaign and get the same results in Des Moines as you would in NYC on the same budget, have realistic expectations for price differences based on station, time of day, and population.
Now let’s look at Satellite Radio Advertising. This has to be one of the most cost effective ways to reach a national audience on a budget. If your business has no geographic restrictions when it comes to finding new clientele – this may be the route for you. Satellite radio offers quite a bit of targeted programming to reach virtually any demographics, at targeted times of the day for a fraction of what it would cost to air individual FM campaigns in individual cities. Granted you are penetrating less people per square miles than a targeted FM campaign in an individual city, you are still reaching thousands in a wider geographic area. If you have the budget of a company like say “Pepsi”, you will likely want to do both. However, if you are a smaller dot com or a start up wanting to reach a national audience this is a decent route to take. The amount of listeners to major satellite radio stations (like CNN, FOX News, Oprah, Martha, etc) often equals to that of about two major market cities combined. While you may pay anywhere from $400 - $800 per spot in the major markets for FM to reach that kind of an audience, on satellite it will likely be a fraction of that depending on the time of day and station you are on.
Both Satellite radio and FM radio have their pros and cons. It’s all about identifying what avenue is right for your business and your budget. If you need any help with this – Feel free to drop me an email any time or give me a call. I would be happy to answer your questions.
An effective marketing plan starts with an experienced marketing team. If you have any questions about TV Advertising or Radio Advertising call me anytime - (231)468-9972 or email us here. Or visit http://www.bestradiocommercials.com .  My company has been one of the most trusted names in Television Advertising and Radio Advertising for years.