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Online messaging channels might get more attention, but good marketers follow the audience, not the hype. Using linear (traditional, non-streaming) TV and radio can still be highly effective for reaching broader audiences.
Identify Target Audiences
Understand the demographics and viewing habits of your target audience to select the right channels and time slots.
Use Strategic Scheduling
Schedule ads during peak viewing times or relevant programming that aligns with your target audience (e.g., sports events, popular shows).
Leverage Local Channels
Consider local TV stations for targeted campaigns, especially if you have a regional focus. Broadcast networks and cable combined expand reach.
Utilize Sponsorships
Sponsor shows or segments that resonate with your brand, enhancing visibility and credibility.
Measure Impact
Use tracking methods (like promo codes or dedicated landing pages) to assess the effectiveness of your campaigns.
Analyze Costs
Use industry standards such as CPP and CPM to gauge efficiency of each channel and program.
Create Compelling Ads
It should go without saying, but if your ads are duds, everything else is a waste of time and resources. Develop engaging, high-quality commercials that clearly convey your message and brand identity. Easier said than done, we know, but that’s why Gragg is here.
Most of the best practices for linear TV also apply to radio, but every medium has its own unique characteristics that elite marketers take into account to maximize the effectiveness of their campaigns.
Select the Right Stations
Choose radio stations that cater to your target audience’s interests and demographics. Formats vary as do the listening audience so align wisely.
Create Catchy Spots
With no visuals to get attention, catchphrases or jingles that help listeners remember your message become more important.
Utilize Drive Time Slots
The peak commuting hours are the times that people are most likely to tune in. Shorter and less expensive commercials such as 5-second and 10-second ads may be enough to provide frequency while extending budget.
Partner for Promotions
Compared to TV, radio stations are more likely to hold contests and promotions. Look for opportunities to have your brand featured.
Our campaigns aren’t “set it and forget it.” We track performance and audience feedback to continually refine our strategy and deliver better results.
We can combine linear TV and radio with online campaigns for a more powerful multi-channel approach.
Whatever platforms we determine are best suited to reaching your audience, we make sure that your “voice” stays the same for stronger brand recognition.
You can effectively leverage linear TV and radio to reach and engage your target audience by choosing Gragg Advertising to plan and execute your campaigns. Our team of experienced professionals will recommend and guide each client through the decision-making. We handle every aspect of planning and buying media channels, stewarding each buy and ensuring every dollar is wisely invested.
More on Media Services from Gragg
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