Four States Small Business Blog

The Power of Running 3 Radio Ads Per Day

Posted by Brett James on January 17, 2023 at 7:00 AM

Zimmer Marketing radio advertising

Have you ever considered running radio ads but aren't certain what it takes to be effective? Or, maybe you've tried some radio before and thought the results left room for improvement. There are multiple factors that play into the success of a radio advertising campaign, but one of the most important is frequency, or the number of times you run an ad within a given period of time. 

How many times per day should I run a radio ad?

At Zimmer Marketing, we recommend a systematic approach to radio advertising frequency. We've had extraordinary success for our clients that use the BrandsFormation system by Chuck Mefford. One of the pillars of the BrandsFormation system is frequency. Based on research, the most effective radio campaigns run an ad three times a day. This frequency allows listeners to hear your commercial often enough for it to lodge in their brains and build brand recognition.

What Is BrandsFormation?

BrandsFormation is marketing genius Chuck Mefford's system optimized for small and medium-sized businesses. In it, he emphasizes a planned and measurable approach starting with the domination of affordable marketing mediums, such as radio, before moving on to other outlets for distributing your branding message. BrandsFormation is divided into four parts:


1. Strategy

During this step of BrandsFormation, you will take stock of your business. You'll need to identify competitors and determine the differentiating idea that makes your business unique. This is the foundation for each following step, so it's important to be thorough and get it right.

2. Strategy-Based Messaging

In this step, you will begin crafting your story. You want a message true to your company that will resonate with your audience. To understand this phase, think about bricks and mortar. The bricks are the individual ads in your campaign telling a specific story, and the mortar is made of thematic elements and things that don't change across platforms or ads.

3. Consistency

Consistency is all about using certain branding elements in each type of material you produce. In the case of radio ads, that can be things like music, your motto, or a specific voice you use for the spot. In other words, this is the mortar. It's the through-line running through all your branding materials and one of the most important parts of brand building. These will be some of the most memorable features of your branding campaign.

4. Dominant Frequency

Your brand's message should be delivered to your target audience with frequency. For a timeframe, you should be thinking in terms of a year or more. BrandsFormation is all about commitment. Commitment creates long-term results and is essential to creating a strong brand that will command mental real estate for years to come. The standard BrandsFormation radio plan is 21 52. That means your branding campaign ads run three times a day, 21 times a week, for all 52 weeks in a year. 

Get Started with BrandsFormation

Are you interested in learning more about how BrandsFormation can boost your business growth?
Get in Touch with a Marketing Consultant

Topics: Radio Advertising, Marketing Strategy, BrandsFormation, Branding