Where should I spend my advertising budget?
It is often challenging to decide where to invest your advertising dollars. So, when looking at radio advertising, here are a few things to consider while making your decision.
1. You can reach most people using radio. In Calgary, around 77% of adults tune in to an
AM/FM station. The average listener spends over 15 hours per week listening to AM/FM
radio. Source: Numeris
2. You can target your advertising very effectively. In Calgary, there are 17 commercial
radio stations and most reach large geographic areas. For example, News Talk 770
reaches from Red Deer all the way south to the US border. Other stations have
repeaters in Banff and Canmore. Certain formats (talk, country, rock, pop) tend to reach
specific demographics, allowing advertisers to target the types of customers they want
to reach. By picking the right station, you will be reaching people that are your potential
customers.
Should I advertise on radio?
Retail stores and businesses can use radio ads very effectively. You can reach a potential
customer when they are on their way to go shopping or thinking about where to eat that night. In short, radio can be very effective at driving traffic to your business.
If you are currently using other mediums, such as online, text programs, event
marketing, social media or outdoor billboards, radio can be a very powerful addition to your
marketing strategy. For example: a potential customer who searches online in the evening for a product or service, may be reminded through a radio advertisement on their way to work the next day.
While it is a very powerful marketing tool on its own, radio advertising also pairs well
and compliments many other forms of consumer engagement. So, when you’re thinking
about your business’ strategy in the marketplace, be sure to consider radio advertising
among other platforms.
