August 1, 2017
Marketing Your Radio Station
When it comes to working in radio, there are a number of factors that, like any other business, contribute to the success or, in some cases, failure, of your business. These factors are many, of course, and most of them universal. One of these universal business factors is marketing. When I said marketing just now, you thought of advertising, didn’t you? Well, that’s reasonable, but marketing is more than ads. Marketing is pretty much anything you can think of to do that publicly relates to your business and your customer bases, including branding. Radio, like television, has the somewhat unique distinction of product advertising itself. For example, if someone gets a ride with Zipcar and happens to hear your radio station, they’ve been advertised to simply by hearing your station secondhand. However, radio and television do need to advertise, but not via their own platform. Although, an occasional remind of what station you’re listening to couldn’t hurt and is a popular technique in the industry. When it comes to advertising, you’ll want to advertise on television or on the internet. Remember, of course, to advertise to he right demographic. The internet is the right place to advertise to a younger adult audience, while television has a broader demographic associated with it, so you’ll want to pay specific attention to which channels you advertise on and at what times to advertise to the correct demo. As mentioned before, branding is an important part of marketing. You want to ensure your branding accomplishes two goals. First, you want to be inviting to potential listeners, and you want to inform them of what kind of broadcast you offer. While radio is an aural medium, you will need some more visual branding, such as a color scheme, a logo, etc.