I’m a radio newsman from another era. Well, maybe not that old, but radio was my first love, and in college I learned what it takes to get information on the air. To this day, it is near to my heart, because radio remains a viable medium for getting your message out quickly and effectively.
How can your small business utilize radio promotions to reach today’s customers? It’s not as hard as you think.
Advertising won’t break the bank. Explore your local options. You might find affordable 30- or 60-second commercials (called spots) at your area radio station or college station. Looking for something more cost-effective, consider 5-second sponsorships for local traffic, weather, or sports reports. You’ll find prices go down significantly once you’re outside the a.m. and p.m. drive times.
Make an appearance. Your station may have weekly public affairs programming that is starved for topics. Remember how we’ve spoken in the past about becoming an expert in your field? By offering your expertise, you could become an even bigger name in your community. Look into programming, make connections, or simply ask.
Specialty programming. Some stations offer very fluid programming. Heck, one Friday night a long time ago, my father-in-law was invited to play his music on a local program. Think out of the box to get yourself on the air, then – with the host’s permission – be sure to plug your business. Free advertising!
And all the above has an even longer shelf life in today’s world. Most radio stations have Web sites, where live programming is streamed and events are archived, giving sponsorships additional play.
So, get in the action! If you know your local radio station’s management or someone in the business, ask. Get on the airwaves or purchase airtime and you’ll be spot on with promoting your small business.
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