Advertising on Radio for Business

Back on Somersoft I did a post on how we decided to try advertising on radio. This is only for conveyancing, not our other areas, as it is very easy to target your demographic in conveyancing, it is an instant need etc.

It worked, it looked like it worked really well but is harder to track. When you ask people where they heard about you, most say google. When you dig deeper you find they often did hear you on the radio first.

To confirm this was the case we stopped advertising on radio for a month. Turnover, website traffic and inbound phone calls went down straight away. After a week I wanted to restart the ads as the difference was substantial, but decided that I would rather drop income for a month to be comfortable spending the substantial. By week 2 it was really hurting but 2 weeks could have still been random or some other issue. We lasted the whole month and then restarted.

Turnover, website traffic and phone calls jumped back up and exceed where they were before we stopped within a week of being back. We use cyfe.com to generate dashboards of graphical displays of our stats. Every graph showed distinctive month long drops and left no question in our mind that radio made the difference.

SO.....
Last week I signed off on new radio advertising on another station. We are going to be the naming rights sponsor of the 4KQ breakfast show from August 1. For non brisbanites, 4KQ is the top performing commercial radio station and they dominate the 44-60 yr old demographic in commercial. This age group is our sweet spot for offline advertising (we actually spend more on google adwords then we will on this radio deal and adwords brings us a younger demographic)

I will keep you updated once the results are in

 

How did you choose which station, which timeslot, what duration (because they all affect cost and also listener base) ?

Who did you get to script the ad and voice the ad?

Sorry if you discussed these concepts on the SS rendition, I didn't follow that thread.

 

This is the radio survey for Brisbane

http://www.gfk.com/au/Solutions/aud...nsights/Pages/Radio-Audience-Measurement.aspx

There is an expended version that looks at income, house owners, who is intending to buy a property etc That changes your view of above slightly.

Co written with radio station creative and us. Voice talent was chosen from a selection.

4KQ we will have a lot of live reads during breakfast as well as ads and promos during the day.

 

How much does naming rights sponsor cost may I ask?

 

Just North of $100k a year

 

You need to get Erin Brockovich involved

I was up in QLD last week and one of the ads that kept popping up were from a law firm that used her in their commercials and billboards.

Cheers

Jamie

 

That's Shine Lawyers.