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“My Local Radio Advertising Isn’t Working” PDF Print E-mail
“My Local Radio Advertising Isn’t Working”

I read that on a forum that I occasionally look at.

There are only a few reasons your radio ad won’t pull;
It is listened to by the wrong demographic (teenagers don’t buy high end retail items as much as middle aged folks)
The majority of the listeners are out of your “shopping range”.  It’s silly to advertise on a station when your business is located on the fringes of it’s broadcast range. Unless you are selling a high dollar destination item.  People will really drive 50 miles to save $1,000 on a car. They will not drive 30 miles to save $10 on a blender. (at least not usually)
Your offer isn’t strong enough to draw the people to your store. In fact, most advertisers don’t even have an offer. “Stop in to see our large selection” isn’’t an offer. This is the most common problem.
The advertiser has no real idea if the ads are really working or not. When people on the street say “Hey, I saw you on TV!” or “I heard you on the radio!”...that doesn’t mean your ad is working. It just means that they heard your ad. You want to hear “I’m here in your store right now because I heard your ad, and I think I want to buy your offer”...that’s when you know the ads are working.
I heard this question recently “My ads aren’t working on radio. Should I just keep running the ad to see if it will start working?”
The answer is that ads always work right away, or they don’t work at all.

Have you ever seen a movie that you didn’’t like? How many times would you then need to see it before you changed your mind & started liking it? That’s a serious question. The answer is “You would never start liking it”.

In ads, you may tire of the ad...or begin to find it irritating….but you never hate it in the beginning & then suddenly decide that you want the product. It simply doesn’t happen.

That’s why all ads...in all media...eventually go away. They cease to interest the viewer (or listener).