Let us help you get started. Learn about Calgary’s radio market, tips for success, tools you can use today, pricing, and some of our most frequently asked questions.
When it comes to radio in Calgary, it reaches almost everyone. 77% of Calgarians were reached with radio yesterday. In comparison television reached 82% while Internet reached 76%. These radio listeners are different ages and genders, have different educations and incomes, are in different life-stages, and live different lifestyles.
It is because of this diversity that there are many different types of radio stations. In Calgary we have many different radio stations from Top 40 Pop, Alternative Rock, and Country to, News, News/ Talk, Classic Rock, and Adult Contemporary. These stations connect with groups of listeners such as men, women, professionals, Baby Boomers, Millennial’s, News fans, political watchers, and so on.
Radio Advertising in Calgary can be broken down into two general functions, Direct Response or Branding advertising campaigns.
A Direct Response campaign is designed to speak specifically to your potential customer who is in the market today for your product or service, and invite them to do business. It can reach a large qualified customer group and trigger action from those who need your product.
A Branding campaign is designed to speak to all of your potential customers whether they’re in the market today for your product or not and tell your brand story. A branding campaign tells potential customers why you’re in business, what you stand for, how you can help them, and what they can expect from you.
Do you want the truth about radio advertising?
The truth is, it doesn’t sell your product or service. Radio advertisings job is to place you in the mind of your customer before they need your product or service. As a result, when life happens and your customer is in need, they think of and feel best about you. When your potential customers go online, they’ll click to your website first from their search results because they know of and understand your business.
If you were looking to buy an engagement ring, where would you go?
If you needed to purchase a new mattress what place comes to mind?
If your neighborhood has seen a series of break-ins and you wanted to get a home alarm, who would you call?
If Spence Diamonds, Sleep Country, or Alarm Force came to mind you’ve witnessed the power of radio advertising. These are large national companies; however, we have radio advertising solutions designed for the local business looking to build their brand and attract more business.
Connect with us to ask how.
Choosing a radio station to advertise with comes with an understanding of your target customer, and the radio stations audience. Each radio station in Calgary is branded and programed to different audiences, lifestyles, and interests. For maximum effectiveness, advertise on a station that matches the target demographic of your product or service.
For example, if you’re selling farm equipment, a country station is a better choice than the local top 40 station. If selling women’s clothing, a station with lots of women listeners is a better choice than an all-sports station.
When choosing a station it is also important to understand how effective they are at reaching your potential customer. Numeris is the official market research body for Canada’s radio industry. They measure how effective radio stations in Calgary are in reaching particular demographic segments. Give us a shout and we will help you determine which radio station aligns with your business.
The answer depends on how long you plan to be in business. Experts say “never start an advertising campaign with the intention of ever stopping.” Successful advertising campaigns are frequent, regular and consistent.
The unexpected result of advertising only when having a sale is that it trains shoppers to shop with you only when a sale is in progress. And because a sale means you’re selling merchandise at a lower markup, you’re making less money on each sale. You should consistently be encouraging customers to shop with you all the time, not just when having a sale.
It varies by industry, but the general rule of thumb is to spend 2-5% of your gross. If you’re grossing $500k and want to gross $800k, you must spend like you’re already grossing $800k. A formula for determining your ad budget can be found at www.adbudgetcalculator.com.
Radio advertising places you at the top of potential customers minds, and the tips of their tongue. Through frequency and consistency radio allows you to connect with your potential customers so when life happens customers will think of, and feel best about you and your business. Radio uses the power of the human voice to motivate and persuade potential customers to do business with you. And Radio can spread the word faster, more effectively and more economically than any other media.
As the world’s media consumption habits have changed in relation to television viewing, Internet usage, daily newspaper and how you consume your news, radio consumption has remained steady. In a recent Neilsen Catalina Solutions study, radio advertising delivered an average of $6.21 for every $1.00 invested.
The digital age of advertising and marketing has leveled the playing field for a local Calgary business. A business established and rooted in Calgary for over 35 years can lose online search results placement to a business established a matter of months ago.
In today’s marketing world your advertising mix can be defined in two distinct areas.
1. The actions and investment you make to be found online.
2. The actions and investment you make to be sought after.
Being found online, delivering a strong online experience, and strong search result placement are key areas of focus every business needs to make today. Where radio advertising works in today’s digital marketing and advertising world is having you sought after.
Radio allows you to reach your potential customers before they need you, and establish your brand. As a result of effective and consistent radio advertising your customers will search directly for you (a branded search). Read more: Sought and Found. Their Impact on Calgary Advertising
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