Radio Seen As Choice For Dealers
Radio is an extremely viable medium for kitchen and bath dealers seeking to promote their services to local audiences. However, there are some guidelines dealers should abide by when considering radio, according to the National Kitchen & Bath Association.
In its recently published "Member Marketing Planner," the Hackettstown, NJ-based NKBA issued the following advice for dealers wishing to purchase radio air time:
1. Contact the sales manager at the radio stations you are considering to determine the budget you will allot for advertising. Tell each station you will be selecting several stations in the market, and let them know your total budget. Ask for a proposal based on one-half of your total budget. And remember, the most important thing is to establish a budget for radio. "Airtime is negotiable; the rate card is only a starting point," the NKBA notes.
2. Each station's proposal should include the following components: How many spots your money will buy; the cost for each spot; the time slot(s) in which your spots will air; the number of people you'll be reaching with your message (per time slot plus total), and the specific programs on which the spot will air.
3. Review all proposals, keeping in mind that what's important is the number of prospects you'll reach with your radio messages at the lowest cost. Create short messages that instantly pique the interest of prospects (see example in box).
4. When creating a 60-second spot, include any discounts or special promotions you may be offering. Co-op ads are a good way to stretch advertising dollars. Check with manufacturers and distributors to see if any co-op-ready advertising has already been created.