Radio can’t sell everything.
Any dental advertiser who says, “radio doesn’t work,” used it wrong.
The 3 elements to successful dental marketing with radio advertising -
1. The right audience.
The first element to successful radio advertising is picking the right audience. This is done by selecting the proper radio station and the appropriate time of day to reach your target demographic.
2. The right frequency.
Next you need to find the right frequency. Radio is a frequency medium. Your results get better as time goes on, and you make repeated impressions on the same listener. Media buyers have different opinions as to how many commercials, or spots, is enough. The key is to spend just enough, without wasting money.
Underfunding a campaign is even more inefficient than over-funding it. If you can’t afford enough frequency on the most popular station in town, pick one you can afford or use another medium besides radio.
3. The right message.
The most important element to a successful radio campaign is the message. This includes the words, the voice, the music and the length of the commercial. Remember that we’re not trying to win awards for the most clever commercial – the only thing that matters is that the audience we are targeting picks up the phone and makes the call.
The simplest-sounding commercial often out-produces the slick polished spot with the smooth voice and the professional jingle. Don’t take your eye off the ball here. It’s not important that your staff, friends, and family all like your new commercial.
The only thing that matters for successful radio advertising is whether the commercial generates income.
Ed Ridgway has executed dental marketing campaigns for hundreds of businesses in the U.S. and Canada. He is nationally recognized for his ongoing campaigns with many of the top dental practices across the country.