Why radio advertising for auto dealers? The better question should be, “Why not!” This blog will explore why radio advertising should be an integral part of any dealership’s ad strategy, and you’ll have an increased understanding of why it’s still as strong as ever.
First, let’s take a look at some statistics compiled by Nielsen Audio (formerly Arbitron) and the Radio Advertising Bureau (RAB). In one week, radio reaches more than 244 million people. That’s approximately 95% of Americans 12 years of age and older. Further, nearly 85% of drivers still consider radio to be their primary form of entertainment while they’re in their cars – and about a quarter of Americans listen to the radio while at work. Need more stats? How about this one … on any given day, radio reaches 68% of United States consumers.
Why Radio Advertising? Here’s Why.
If you have a firm grasp on your customer demographics, you can specifically target your message based on this information – and run it on the correct station(s). Demographic information includes gender, age, income levels and the like.
Of course, radio automotive advertising is very inexpensive when compared to other forms of media. But to get the most bang for your buck, it’s vital that you have the correct balance of reach and frequency. In other words, what is the right combination of: on how many stations can you air your ad; and how many times can it air on each radio station?
For the sake of example, let’s say you have a budget for 100 commercials. Should it air 100 times on one station? How about 50 times on two stations? 25 times on four stations? 10 times on 10 stations? You get the point by now, and you suddenly understand that this is not an easy decision to make without some information about your market.
Of course, you must also have the right creative in your automotive ads. It must be entertaining and informative to keep listeners’ attention, and it must focus on the key elements that make people buy cars. (Hint: If you don’t know what those are, you should call us!)
Once you’ve refined your ad rates, target audience, reach/frequency and creative, you’ll be amazed how quickly your marketing campaigns improve – and you will understand why radio advertising is a great option. To find out more, give us a call. JKR offers a free automotive marketing review … let us show you how we’ll improve your marketing campaigns.
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