Page 0061

Page 60 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Your target customers probably listen to only a

combination of a few station formats. But even

if you can make an educated guess as to what

stations your shoppers listen to, guessing when

they listen poses a bit more of a challenge. If

they're morning listeners, when in the morning?

Some people drive to work, others commute

by train. Are they listening between

6:00am & 7:00am, or between 7:00am &

8:00am? Any doubts means your commercial

should air both hours, and every day during

the week. Radio gets results, as long as your

message is consistent

and airs on a regular

basis. But be careful,

you can expend your

whole budget working toward

that.

When an ad appears in print, people must

refer back to it. Similarly, the first time someone

hears or sees an ad over the airwaves, they

probably miss part of the message, or aren't

completely sure of what it said. They need to

be exposed to it more than once for it to have an

impact. Even then, unless you're shouting

about some sale of a limited duration, it may be

a while before they respond. And that response

is difficult to measure. When you're operating

on a tight budget, and trying to stretch the impact

of your ad dollars, the commercial airwaves

can quickly use up what you've got to

spend. Unless your store is situated in a very

small market, the cost of airtime is expensive.

And that expense is compounded by your need

to get that message on the airwaves as often as

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