Radio Advertising for a Dog Daycare
Effectively Advertising Your Dog Daycare with on the Radio.
Radio, like television is broadcast advertising, bringing with it certain advantages that newspaper or print ads are unable to provide. The first of them being the ability to provide potential clients with information on your business in locations that are inaccessible to print advertising; for example while driving to work, or on a listen while you work station.
The Disadvantages to Radio Advertising.
There are four main disadvantages to radio advertising, the biggest of which is that the information presented is non retrievable. Even if a potential customer hears your message ad and may be in need of your services at some future date, they cannot reference your contact information at that later date. If for example they miss the last two digits of your phone number, it is unlikely they will remain fixated in their vehicle or at their current location glued to the station in the hopes of hearing your ad again.
The second major drawback to radio advertising is cost, with the cost for a 30 second spot averaging $45 or more which goes hand in hand with the third disadvantage that it takes frequency to sell. If you want to reach people effectively through radio you are going to need a large number of commercials spread over various times of the day for a number of days. A good number would be at least 5 commercials per day for a week straight, preferably two weeks. This will cost an average of $1200-$3500 depending upon the popularity of the station, what times you choose to have your commercials run- (peek times of course cost more money) and the length of your advertising contract.
Lastly, radio is just that, it’s oral or heard- its noise. If you are trying to really sell customers quickly they need to see and hear what your selling and it needs to be tangible- something they can visualize their pet participating in. If you have the budget this can be a great tool to bring new customers into your facility, otherwise it is recommend that if you are just starting out stick to the newspapers and free press techniques that have been outlined on other pages of this site.
New Business Specials
Radio Stations also will offer new business specials in the hopes of getting your advertising business. If you are just starting out call your local broadcast office and explain who you are, what you do and inquire as to what specials they offer new business. It may be something as simple as you giving providing coupons the radio station can give as prizes to contest winner in exchange for free airtime and promotion. The key is that you need to put forth the effort to call the station and ask.
Remember to Always include your website address at the end of the ad.
Avoid Contract Commitments
Radio advertising representatives get paid on commission, so it is their job to sell you everything that they possibly can. Usually it will be an offer that sounds just to good to be true, such as 20 FREE, 30 second spot during peak time with paid 30 second spots for just $15.00.. However if you read the fine print you will find something similar to the following: "Upon agreement to a 16 week contract, with advertising minimums of $500.00 per week", which will lock you into a 4 month advertising campaign at a total cost of $8000.00. The contract will also usually stipulate that if you fail to meet the minimum advertising requirements during any one week, they have the right to revoke any discount pricing and charge the full amount for the ad spots previously aired.
Lastly the Radio station will sue you if you think you can just walk out on them.
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