How do I raise the listener on the radio

Attract the attention of the target group with advertising on the radio

Radio advertising brings business ideas straight to the ear

Along with television advertising, radio advertising is one of the most widespread forms of advertising in Germany. Founders can also reach their target group directly via the radio. Radio advertising offers the possibility of regional as well as national address. It is cheaper than television or newspaper advertising and therefore offers an attractive alternative or addition to the rest of the mass media.

We show what possibilities founders have to plan radio advertising. In addition, they should know what to look for in order to successfully spread a new business idea.

Schedule advertising on the radio

In order to avoid wastage, every founder must clearly define his target group. This applies in particular to radio advertising, since the target group can be precisely tailored to individual programs and programs.

It is worth knowing that the radio is an "en passant medium" and therefore frequent repetitions of radio advertising are necessary for perception. Regardless of the target group, the radio often only runs in the background Work in the office or in the classic car.

However, radio advertising does not guarantee a great deal of attention from listeners, although it is widely accepted and is rarely perceived as annoying. In order to achieve the desired effect in advertising on the radio, founders should plan for regular repetition of the radio advertising. Furthermore, it is important to consider which radio station is suitable for which radio spot in the desired target area. Of course, this depends on what the founders are aiming for with their business idea.

Advertising on the radio can be placed on both public and private broadcasters. Both have different options for booking radio advertising. The price lists are accessible and differ in particular in terms of the transmission time. The costs also depend on the frequency of the broadcast. In general, however, it is also possible to negotiate here.

As a rule, in addition to the price list, other media data are also provided directly by the broadcasters for advertising on the radio. The broadcasters know their audience and give interested parties enough background information to plan radio advertising. If founders are not sure which broadcaster and what broadcasting time are suitable, the combination of booking different partner broadcasters, which should be tried out at different broadcasting times, is the best option.

For start-ups who have a high marketing budget available, it is advisable to hire a professional advertising agency for the placement of radio advertising. This applies in particular to spot production, as GEMA rights must also be observed here - especially if the advertising on the radio is to be accompanied by music.

Audio production for advertising on the radio

First and foremost, emotions should be conveyed in advertising. Therefore, the story and creativity of the spot are essential for radio advertising. In order to get the desired attention, the spot should stand out from the usual contributions. A spot should create images in the head and burn itself into the mind of the potential customer as a catchy tune.

When advertising on the radio, in addition to writing the storyboard, it must be clarified who should speak the text or which background noise / music should accompany the radio advertising. In short: How do I get the attention I need with my advertising on the radio?

The usual spot duration for a radio advertisement is 20 to 30 seconds. Longer or shorter spots are less useful. When it comes to radio advertising, there is also the option of producing a so-called tandem spot. Here, two different spots with the same advertising message are placed one behind the other. The so-called teaser is also enjoying increasing popularity in radio advertising. The teaser prepares the listener for a main spot - similar to the cliffhanger on television.

In order to produce a high quality spot for advertising on the radio, the advertiser should have access to a recording studio and sufficient experience. Otherwise, it makes sense to commission an external agency with the production and marketing of the radio advertising. Copywriters are also good partners in advertising on the radio, because a good storyboard is a creative challenge.

A well-made radio spot is possible from 2,000 euros. Advertisers can not only use this spot for advertising on the radio, but also use it as a podcast or include it on the homepage.

Marketer of advertisements on the radio

For advertising on the radio, it is advisable to get an overview of the cost structure of the various stations and broadcast times. Radio advertising is always billed at CPM, i.e. the 1,000-contact price. More precise figures can be found on the portals of the largest German marketer for advertising on the radio.

The largest and most important radio marketers are RMS - Radio Marketing Service GmbH & Co.KG for private radio stations and ARD Werbung Sales & Services GmbH for primarily public broadcasters, but also for some private broadcasters. In June 2013, both marketers pooled their market research expertise and founded a joint agency. The Audioeffekt agency analyzes radio advertising individually and offers customers precise planning of the commercials in order to avoid wastage in advertising on the radio.

Expand advertising on the radio

Regardless of whether regional or national: if you want to increase the marketing effect for your offer, it makes sense to think about TV advertising and advertising in the newspaper at the same time. The more often your target group comes into contact with your advertising, the greater the effect.

As an alternative to very extensive advertising in newspapers, TV or radio, direct marketing offers very targeted channels for your advertising. You can of course also rely entirely on internet marketing.

Author: Für-Grü editors

As editor-in-chief, René Klein has been responsible for the content of the portal and all publications by Für-Grü for over 10 years. He is a regular interlocutor in other media and writes numerous external specialist articles on start-up topics. Before his time as editor-in-chief and co-founder of Für-Grü, he advised listed companies in the field of financial market communication.