Using A Radio Ad to Market Your Restaurant
Could a radio commercial help you get the word out about your restaurant?Pretty much everyone listens to the radio while driving. Sometimes you don’t even notice when the ads are playing. A radio spot could be the smart way to get your message out and attract new restaurant customers. This short guide will help you understand what to expect if you want to make a restaurant radio commercial.
Why Would A Restaurant Want A Radio Commercial?Location, Location, Location
As the old saying goes, it’s the primary driver of business. The powerful thing about broadcasting is that you can be right there in their car with them. Because they are listening to a local radio station you also know they are part of the primary demographic you’re targeting – people near enough to your restaurant to be a customer.
If you have done the research and understand your target customer then you’ll have some sense of the kind of entertainment they enjoy. There are so many different kinds of radio stations, even in the same city. The station owners usually own more than one radio station in the market and they keep detailed profiles of just who’s listening.
When you contact a radio studio to do business they can help you determine the best station or stations to broadcast your commercial on. Do you want to attract more 18-30-year-olds or baby-boomers? They can show you how many people in these demographic groups are listening at any given time.
It’s All In Your Head
Because radio commercials are without visuals you can affordably tell stories that would cost thousands of dollars if you were telling the same story on TV. No special FX, no expensive hair, and makeup artists, no sets or props. Just sounds can transport people anywhere using their imagination.
Because of this dynamic, you can get really creative with your radio commercials in ways that would just be impossible to afford with a restaurant’s marketing budget otherwise.
How To Know If A Radio Ad Is A Good IdeaTo understand if you’re spending your precious restaurant marketing dollars wisely you need to calculate the return on investment (ROI). When it comes to advertising budgets this can be tricky, because it can be unclear what factors are at play.
That’s why it’s so important to use a clear system for determining if your restaurant commercials are working or if you need to change direction.
S.M.A.R.T. is an acronym for Specific, Measurable, Attainable, Realistic. By defining your marketing goals narrowly and then measuring how close you came to meeting those goals you can evaluate if the money you spent on a radio and returned the value that you expected.
Specific – The more precise your goals are the easier it will be to measure them. Do you want to raise sales? Then define by how much, among which target market and how those sales will increase. Is it gift cards? Is it happy hour? Just “increase sales” is not specific at all.
Measurable – If your goal is sufficiently specific then you can measure success or failure based on if you hit those targets. Also, discuss a plan for how you’re going to measure. How will you know if it’s a result of the radio ad? Know how you’re going to measure the results before you decide to make a commercial.
Attainable – This means looking at how you’re going to achieve the goal and if it can be reasonably accomplished with the resources you have. Do you have enough airtime? A good enough script? Can you expect to attain the result you’re looking for given the investment and skills required?
Realistic – If everything went perfect and you achieved your goal then that means it was attainable. But if you set an unrealistic expectation it’s not attainable even if everything when exactly as planned. This is the difference and why it’s important to set realistic goals if you’re going to measure ROI based on success or failure.
Time-Bound – This means you’re measuring the results within a specified period. To evaluate the success of the campaign it must achieve the goals within a well-defined time-period. Because other factors can have a greater effect on the results the farther away from the cause you get it’s very important to measure within a specified time.