Most
times radio is probably not the first medium that comes to mind when thinking of
ways to advertise your business because radio seems kind of old-school especially in this era of social
media platforms like Facebook fan page, twitter, Instagram LinkedIn and all.
Yet, Radio remains
one of the strongest advertising medium in Lagos. It is a traditional form of
advertising revenue that offers advertisers the choice of local, regional and
national coverage. The complexity of radio on mobile devices such as smart phones gives
advertisers access to a new mobile audience as well.
Radio
advertising can be an effective part of your marketing strategy when done
right.
Here
are some of the pros of Radio Advertising;
Local
coverage: Radio is a
strong local medium. It attracts an audience that wants to keep up with local
news, events and personalities. It gives small businesses the chance to match their
advertising campaigns with their geographical markets.
Cost:
Radio advertising compared to other
traditional forms of advertising is a low-cost medium. The rates for reaching television
or press audiences are more costly than radio ad which is equally of similar target
audience. Also, Radio production costs are lower than those of other traditional
media. If you are creative minded you can as well create a simple radio ad content
yourself or for more attractive and complex ads use a content production
company.
Reliability: Radio Advertisements gets to audience that
trusts the medium for information such as news, weather and sports reports.
Radio also plays an important emotional role in listeners’ lives. Radio is very
personal and intimate. It connects one on one with customers. And due to the fact
most people listen to radios alone, such as when jogging, driving or cooking, it
makes them develop strong relationships with their favorite stations, identifying
with the music and bonding with on-air personalities.
Specific
targeted audience: Radio ad is also very effective at targeting different audiences with their different
programming schedules, enabling advertisers to target special interest groups
or different age groups. The Nigeria radio stations have different programs; the
hip-hop music programs which are for the youths, the classical or cultural
events which are basically for the elderly. And so many varied programs. Take
for instance, you want to advertise a Branded Face Caps or Sneakers, your ideal program
choice will be a hip-hop music program because most youth will be listening to that particular program. An elderly audience will have interests in classical music or cultural events.
Mobility: Radio ad works as an everywhere medium. Unlike
television, or social medial platforms, your target audience don’t necessary have
to be in front of their TV, computers or phones, neither do they need to acquire
a magazine or newspaper, locate their eyeglasses or even know how to read. You
can reach your target market anywhere, In the car, at the office, in the living
room, day or night. This increases the frequency that your message can be
delivered.
Potential: Radio stations offer a variety of promotional
activities that support your advertising. The station becomes a partner in your
success, allowing you to give away promotional items with your name and logo,
be live on-air and even hold broadcasts from your place of business.
Cons of radio advertising are;
Fleeting: While a reader can cut out your print ad and
save it for later use, a radio ad is momentary. It plays over the radio for a
minute or less.
Disruption: With Radio, there can be background noise.
You will need to run your ad more than a few times in order for it to make an
impact.
If you are thinking of advertising in Nigeria,
please contact PoiseMedia Communications at www.poisemedianigeria.com or check our contact at the bottom of this blog. We can help you
identify your market and reach them. We apply both BTL and ATL strategies to
project our clients’ brands to the right audience. We can do same for you at
very affordable price.
Lilian Izuorah
Business Development Officer
PoiseMedia Communications Ltd
