How to Sell Radio Ads

Radio Advertising tends to be much more specific in its demographics and results than many other forms of advertising. Specific radio stations and even specific radio shows can provide access to a certain segment of the population, and companies understand this. When selling Radio Advertising, know your audience and package their advertisement accordingly.

Understanding of time slots
Different ads work at different times of the day. Your morning and evening driving audience is primarily made up of people on their way to and from work. Therefore, ads that target working adults are more successful when placed in these spaces compared to midday or on weekends, when those same people may not be in their cars or near a radio. Noon slots can work for stay-at-home moms or dads, retirees, or other segments of the audience who have access to radios throughout the day. The larger and more desirable audience participation, the higher the cost of airtime. Understand which spaces will interest which advertisers and why, and demonstrate this understanding in your presentation.

Understanding the audience
Know your audience. Radio stations have different audiences based on the content they broadcast, the locations they broadcast to, and the reach they have. On a conservative talk radio station, you won’t find many hip-hop concert ads, but you may find more sports memorabilia advertisements on a sports-themed station. Ads need to make sense to the audience they are reaching, and knowing who is in that audience and what they will find interesting is the key to successful radio ad sales.
Ad sales can be as general as the type of station and as specific as a specific program. Many advertisers want to spend time on top-rated shows and those that appeal to the demographic that buys their product or service. It is up to you to know who it is and why.

Sell ​​sponsorships
Sometimes the best way to get a new ad client on board is to find her halfway through a sponsorship program. Sponsorships combine the good name of the station or program with the good name of the product being sold to create a joint venture that promotes everyone involved. The costs are sometimes shared by the two parties, and the initial results are a good way to demonstrate what can be achieved with more advertising commitments.

Find and retain advertisers
Get in touch with potential clients to demonstrate how your radio station can earn them money. Certain products and services definitely make sense and must be pursued. Others will need some creativity to come up with and even more to convince that they are right for a given show or station. You should constantly be in touch with potential partners, and you should also hold regular meetings with your existing clients as well. Face-to-face time has value and shows your dedication and responsibility for the good and the bad.

Ad Specifics
Emphasize the importance of ad placement when presenting to potential customers. Announcements at the edges of a program are more likely to be heard than announcements in the middle of a commercial break when listeners have already disconnected or changed stations. The ones that lead to the show and those that come out are typically the most expensive, the most sought after, and the most productive. Ads read by the host are also more valuable than those read by an unfamiliar voice.
If you can successfully convey the importance of these factors, the amount your customer contributes can increase significantly, as can the success you enjoy through your radio advertisements. The result can be a long and profitable relationship for both of you.