Radio – one of the most preferred media in Malaysia. Approximately 20.2 million Malaysians tune in to our local radio stations on a daily basis, and that’s 97% of our population. Nielsen’s statistics have the numbers to prove it.
Radio is one of the most used traditional advertising platforms. It’s a powerful and effective tool for businesses to engage with their target audiences. Based on GfK’s Radio Insights Malaysia 2017 report, radio’s overall weekly reach increased at an average of 2.5% across Malaysia.
Need further reasons to consider radio advertising? Here are more benefits of radio:
The question is, what are the secret ingredients to an effective radio ad? It’s a mix of the right radio station selection, and the right creative approach.
1. Know your audience
No matter the type of media you choose to advertise on, it is VERY essential for you to know your target audience. The questions you should be asking yourself are “How old are they?”, “What are their interests and needs?”, “What are their occupations and income levels?”, “Where are they located?”, “What are their media consumption habits?”
Different radio stations have different listener profiles. Your audience will determine which radio station, and programme you choose. Knowing your audience will enable you to select a station that gives you the right access. For example, an advertisement aimed towards a younger market (such as teenagers) should not be placed in a golden oldies station.
2. Get your timing right
Audience size shifts dramatically throughout the day. Morning and evening rush hours are when radio usually enjoys peak listenership. Knowing when to broadcast your ad, understanding the flow during different parts of the day, and knowing your audience’s media consumption habits will be a huge advantage to you, and provide you the best returns. For example, evenings usually belong to TV, so it might not be the best time to run your radio ad as it might not heard, and would be a wasted investment.
Ad rates are generally less expensive in the first and third quarters. Unless your audience can be reached at those times, placing your ads in (cheaper) slots that have no potential listeners will be of no value. Learn more about finding the right slots for your ad from Advertising.my’s analysis here.
Lastly, don’t forget about frequency – the number of times your ad airs within a specific time frame. Radio is a frequency media, therefore it’s important that you invest in the right amount of spots for optimal results. Ideally, you should have at least 80 spots a week for your ad to be effective.
3. Give them reason to listen
It’s never a bad thing to come off strong. If you can’t get the attention of your listeners within the first 5 seconds, then you’ve lost the battle. There’s always a possibility for your audience to zone out, or switch stations. How can you stop this from happening?
Start with a bang! Don’t waste time with boring dialogues and introductions. Give your audience a reason to continue listening by kicking-off your ad with dramatisation, making the best use of sound, or playing to their emotions.
Also, radio ad timings are short. You have approximately 30-seconds to market yourself, and be worth your audience’s time. So get straight to the point, and emphasise on 1-2 simple, powerful, and easily conveyed messages that make clear the benefits of your product.
Effective radio ads are often original, simple and compelling. Knowing your audience will serve you well as you’d be able to craft relevant, engaging messages that “speak” to them. To make your ad memorable, have plenty of repetition (think Yusuf Taiyoob), and try using a catchy jingle, or an entertaining short story, or have an awesome voice talent to grab your listener’s attention. Radio is the art of sound, so make sure you present tones and voices that will make them ears perk up!
4. End with a strong call-to-action (CTA)
At the end of the radio ad, what is the one thing you want your listeners to do? TAKE ACTION. How, you ask? By clearly stating the next steps e.g. store location to visit, contact number to call, website URL to check out, etc.
Adding a sense of urgency to your CTA, such as a limited time offer, and repeating your CTA several times usually helps to drive results.
Interested to try radio advertising? Check out our July deals here. You might find just the perfect radio package for your business.
Need more info? Contact us at hello@AdEasy.co or call us at 03-6211 3075. Our consultation is always FREE!