Do Radio Ads Work For Restaurants?
Should you consider broadcasting a radio commercial?If you’ve been thinking of ways to market your restaurant and get the word out to more people in your community, airing ads on local radio could be a great addition to your existing restaurant marketing mix.
Why A Radio Ad Could Be a Great IdeaThink Local
The number one reason to consider a radio ad for your restaurant is that it’s local. You know that if people are listening to your ad they must be relatively nearby. Also, they’re already in their cars so if you catch them when they are hungry they might just drive by!
They’re Already Half Way There
Effective radio ads play with a high level of frequency, creating a constant reminder about your brand. Getting the idea stuck in their head and reminding them to stop by when they are in the area.
Radio Engages The Imagination
Another factor that makes radio ads appealing for restaurant marketing is that they are cost-effective. Compared to a TV commercial you can get a lot of bang for your buck and tell stories that would be too expensive otherwise.
From outer space to the desert to the jungle, radio commercials can take the listener anywhere without the need for expensive sets, costumes, and props.
Identify and Hit Your Target
Radio stations keep a ton of data about their listeners. What they like, how they spend money, their age group and more. Working with the radio station, (they usually own more than one) you can determine the best time and station format to host your commercials.
There are so many different types of radio station formats, from talk radio to country, to pop to jazz, there is surely a local radio station that matches your branding and target demographic.
Mesure The ROI of Radio MarketingTo really know if your money is being spent wisely on a radio commercial you need to judge the return on investment (ROI). Tracking ROI means you can do more of what works and less of what doesn’t work, before it costs you too much!
Use The SMART System
S – Specific
Are your goals for this marketing campaign narrowly defined and specific? Not just “increase sales,” but what does that look like? Sales of a specific product? By a certain percentage? To a certain demographic?
M – Mesurable
How will you measure the results of your radio ad? First, you need a base-line to compare the results to. What would your sales projections be without making the radio commercial? Only then can you evaluate and measure the increase in business attributed to the ad.
A – Attainable
Do you have the resources to accomplish the goals you’ve set for the project? Do you have good actors and a good script? Are you willing to do the work required and know the right steps to take to hit your goals?
R – Realistic
Are your ambitions in line with the reality of the project? Do you have the time to get everything done? Are you setting realistic goals based on the scope of the project? How much of a return you expect should be based on case studies of similar restaurants.
T – Time-bound Return on investment (ROI) should be evaluated within a narrow time frame set at the beginning. If the data you’re using to evaluate the results of your restaurant radio commercial isn’t set to a specific time you add the potential for other factors to play a role and it’s harder to attribute gains and losses to specifically the radio ad.
Getting Your Ad On The RadioProducing Your Commercial In-House
Radio stations make their money not just from playing pre-recorded ads they are sent, but also from producing the commercials in the first place.
For your first radio commercial, it might be smart to work with the station to get a full-service in-house production and air-time package. The studio will help you find the right voice talent, write a script, record and produce the final result.
Beware of the fine print however and make sure that you own the copyright for the recording and will be entitled to replay the commercial on other stations.
Producing Your Own Commercial
Alternatively, you may choose to do it all yourself or with the help of a different radio commercial producer. To produce your own commercial you’ll write the script or hire someone to do it, find actors, book studio time and pay to have the audio recorded and edited.
The steps are the same, but it gives you the ability to have more control. Since you’re not getting a package deal, carefully consider the cost differences between independent production and in-house.
Now you’re ready to make your first radio ad for your restaurant!