Join Australia's most dynamic and respected property investment community

Advertising on Radio for Business

Discussion in 'Small Business' started by RPI, 19th Jul, 2015.

  1. RPI

    RPI Property Lawyer, Town Planner Business Member

    Joined:
    19th Jun, 2015
    Posts:
    714
    Location:
    Brisbane
    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
     
    DiligentPM and Simon Hampel like this.
  2. D.T.

    D.T. Adelaide Property Manager Business Member

    Joined:
    13th Jun, 2015
    Posts:
    5,600
    Location:
    Adelaide, SA
    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.
     
  3. RPI

    RPI Property Lawyer, Town Planner Business Member

    Joined:
    19th Jun, 2015
    Posts:
    714
    Location:
    Brisbane
    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.
     
  4. D.T.

    D.T. Adelaide Property Manager Business Member

    Joined:
    13th Jun, 2015
    Posts:
    5,600
    Location:
    Adelaide, SA
    How much does naming rights sponsor cost may I ask?
     
  5. RPI

    RPI Property Lawyer, Town Planner Business Member

    Joined:
    19th Jun, 2015
    Posts:
    714
    Location:
    Brisbane
    Just North of $100k a year
     
  6. Jamie Moore

    Jamie Moore MORTGAGE BROKER - AUSTRALIA WIDE Business Member

    Joined:
    18th Jun, 2015
    Posts:
    2,161
    Location:
    Canberra and Sydney
    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
     
  7. larrylarry

    larrylarry Well-Known Member

    Joined:
    18th Jun, 2015
    Posts:
    3,508
    Location:
    Sydney
    That's Shine Lawyers.