Four States Small Business Blog

How to Make a Radio Ad with Impact

Posted by Mark Zimmer on April 13, 2021 at 7:15 AM
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A radio ad can be a powerful way to build brand awareness for your business. Radio continues to command enormous numbers of listeners each week. Whether those listeners are fans, commuters, or guests in a restaurant, you want your message to reach them! But how do you build a radio ad that will take up mental real estate? Zimmer Marketing is here to help!

What makes a powerful radio ad?

Zimmer Marketing employs Chuck Mefford’s four step BrandsFormation system. The four steps are:

  1. Strategy
  2. Strategy-Based Message (your story)
  3. Consistency
  4. Dominant Frequency
Following this proven system, you can develop a radio ad which is true to your brand, unique, and highly effective. Essentially, a radio ad should focus on telling your brand’s story. In this system, a single radio ad is considered a brick, while your whole brand is the mortar that holds the bricks together. If you want strong bricks, you’ll need to closely examine your business and genuinely understand what makes your company unique. This gets you away from stereotypical pitches which claim you have ‘the best product, at the best price, with the best customer service anywhere.’ The fact is customers have heard this before, from all your competitors. But what they haven’t heard is your unique story. Your story, told in a captivating way, is what makes an interesting radio ad.   
Once you’ve got your brick (radio ad) you’ll want to focus on frequency. Zimmer Marketing recommends a 21 52 advertising plan. This means your ad will run 21 times a week all year long. Listeners need to hear a message 3 times in a week for it to stick. By running your ad 3 times a day, you increase the odds that a listener will encounter your message enough to remember and act on it.
It’s important to remember that great brands aren’t built overnight. While radio ads are extremely cost efficient, bringing a return on investment of about 12:1, in order to establish a recognized local brand, you will need patience and dedication. We recommended at least a year. The good news is that because radio ads are extremely inexpensive to produce, the vast majority of your ad budget can go to running your ads on the radio. 

Zimmer Marketing Does It All

At Zimmer Marketing, we have everything you need to create the perfect ad to build your brand: talent, experience, and studios. We’ve been in the business of radio marketing for years, creating success story after success story. Our state-of-the-art studios and talented sound editors ensure that when it’s time to bring your story to life, we can make it happen with a clean and quality recording.

Below you can listen to some of our most successful radio ads:

Take Your Radio Ads to the Next Level with Zimmer Marketing

If you like what you hear, Zimmer Marketing is ready to do the same for your business. We thrive on helping quality business owners become number one rated brands in their service areas. We want to make you the most recognized name in your industry. All kinds of businesses from the four-states have come to us for radio advertising help, and we’ve delivered. Zimmer Marketing has helped lawn care businesses, restaurants, dentists, jewelers, and many other types of companies thrive, and we can do the same for you. 

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Topics: Radio Advertising