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Radio Advertising For a Website, Need Advice

by KingRoyal
14 replies
Hey guys, I really hope that someone will give me some advice about a radio campaign that our company is considering starting. We have a website, which is Auto Trader like and we plan on running some local ads on the radio to help us begin our branding campaign. With that being said, would you recommend creating a landing page designed specifically for the radio campaign itself? I wonder this because when you create an advertisement segment for the radio, you can't really say, "Visit our website at domain.com/hot1019! I mean, will people really remember that?

So I guess the ultimate question is, contingent that you have a really well designed radio advertisement, how can you be sure to get people clicking through your website when they finally visit it?
#advertising #advice #radio #website
  • Profile picture of the author JohnMcCabe
    Originally Posted by KingMighty View Post

    I wonder this because when you create an advertisement segment for the radio, you can't really say, "Visit our website at domain.com/hot1019!" I mean, will people really remember that?
    I can't answer this from the standpoint of a branding campaign for a new website, but maybe I can offer some insights from the perspective of a radio listener.

    Why not use "domain.com/radioID"? I hear it done all the time, and from what I've heard from one station, it actually helps. Even better if you can offer some kind of special deal or info download or something "just for Hot 1019 listeners."

    If you have a single special you can offer, you can put it on one page and set up redirects from each station. Then your server stats will tell you which redirects are getting the most clicks.
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    • Profile picture of the author travlinguy
      Originally Posted by JohnMcCabe View Post

      I can't answer this from the standpoint of a branding campaign for a new website, but maybe I can offer some insights from the perspective of a radio listener.

      Why not use "domain.com/radioID"? I hear it done all the time, and from what I've heard from one station, it actually helps. Even better if you can offer some kind of special deal or info download or something "just for Hot 1019 listeners."

      If you have a single special you can offer, you can put it on one page and set up redirects from each station. Then your server stats will tell you which redirects are getting the most clicks.
      ^^^ This. Excellent advice. Hopefully, your domain name is short and easy to remember.
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  • Profile picture of the author KingRoyal
    The domain is pretty simple, agentauto.com So its all relative to the industry and I feel like its easy to remember. And John, thank you for your reply. I guess we could use, agentauto.com/hot1019 or something, my concern is, would someone really type in the landing page string rather than just going to the home page itself?
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    • Profile picture of the author JohnMcCabe
      Originally Posted by KingMighty View Post

      The domain is pretty simple, agentauto.com So its all relative to the industry and I feel like its easy to remember. And John, thank you for your reply. I guess we could use, agentauto.com/hot1019 or something, my concern is, would someone really type in the landing page string rather than just going to the home page itself?
      It depends on how exclusive the offer is.

      Here's what usually happens to me. I hear this offer for a free coupon or download or whatever. I remember the domain and I know what station is usually playing. So I type in the domain. I don't see the offer. Oh, yeah, I have to add the station ID. I type in domain/ID, and get my offer.

      My question is, other than tracking, what does it matter? You have eyeballs on agentauto.com. (I like the name, btw.) Unless you have total control, like tracking link clicks, you're never going to have perfect tracking anyway.

      Here's another idea for you. If you have some way of making the station an affiliate, they'll make sure their listers know they have to type in the station ID. Then you cut a deal with the sales department to run your ad during unsold ad slots. This is best broached after you have some stats about how well their traffic converts.
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      • Profile picture of the author KingRoyal
        Originally Posted by JohnMcCabe View Post

        It depends on how exclusive the offer is.

        Here's what usually happens to me. I hear this offer for a free coupon or download or whatever. I remember the domain and I know what station is usually playing. So I type in the domain. I don't see the offer. Oh, yeah, I have to add the station ID. I type in domain/ID, and get my offer.

        My question is, other than tracking, what does it matter? You have eyeballs on agentauto.com. (I like the name, btw.) Unless you have total control, like tracking link clicks, you're never going to have perfect tracking anyway.

        Here's another idea for you. If you have some way of making the station an affiliate, they'll make sure their listers know they have to type in the station ID. Then you cut a deal with the sales department to run your ad during unsold ad slots. This is best broached after you have some stats about how well their traffic converts.
        First of all, thank you everyone for the replies! Yeah its more for tracking, but we want to be sure that we get those radio visitors to convert too
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  • Profile picture of the author NewParadigm
    just put a big icon on home page w/ the radio station promo. Also have the link on the radio station site.
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    • Profile picture of the author Vid Yo
      Originally Posted by NewParadigm View Post

      just put a big icon on home page w/ the radio station promo. Also have the link on the radio station site.
      This should work!

      I've never advertised on the radio, however, the last time i ordered something online (Valentines Day) after being referred by the radio station, there was a familiar and very visible icon of a microphone and the station on the home page. and the radio advertisement instructed you had to click on the icon to get a discount.
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      • Profile picture of the author JohnMcCabe
        Originally Posted by ncp63837 View Post

        This should work!

        I've never advertised on the radio, however, the last time i ordered something online (Valentines Day) after being referred by the radio station, there was a familiar and very visible icon of a microphone and the station on the home page. and the radio advertisement instructed you had to click on the icon to get a discount.
        1-800-flowers uses this promo to good effect every Valentines Day and Mothers Day.

        Another tactic I've seen used is to issue the radio station a certain number of gift certificates they can use as promo premiums in exchange for ad time. The station sells some of the certificates at half the face value and uses the rest in on-air give-aways ($25 certificate to the 10th caller).
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  • Profile picture of the author Borja Obeso
    I would say, test the waters with pandora if your target audience is in the us
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  • Profile picture of the author mohsinmallik
    I think people will become more concerned if you advertise about your site through newspaper. They have got the paper in their hand. They will be able to type in by seeing that. I am not sure about radio advertising campaign for a website. It may work well too.
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  • Profile picture of the author John Romaine
    Your best bet would be to use coupons, or as John said above, use directories set to each radio ID - then redirect them to the homepage (and capture the lead silently)

    Tracking offline advertising can always be a little difficult. The best way to do it is to have the user perform some sort of action at the other end.

    Most importantly, make sure you have a good clear CTA at your end BEFORE you start the promotion.
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  • Profile picture of the author djneill
    Radio is really only listened to while people are driving in there car and the average commute is 30 - 50 minutes. Your biggest call to action is the website address and you're going to want it to be as short as possible and easy to remember. Repeat the we address at least three times, five would be better.
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    • Profile picture of the author JohnMcCabe
      Originally Posted by djneill View Post

      Radio is really only listened to while people are driving in there car and the average commute is 30 - 50 minutes. Your biggest call to action is the website address and you're going to want it to be as short as possible and easy to remember. Repeat the we address at least three times, five would be better.
      It depends on the market and the station.

      Many offices have a radio playing all day long. Probably not gangsta rap or heavy metal, but country stations and so-called "light rock" stations get a lot of play all day long.

      I agree with keeping the address short, but adding a tagline someone hears 40-50 times per week or more can help anchor the address.

      100% agree with repeating the address 3-5 times in every 30 second spot.
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      • Profile picture of the author KingRoyal
        Originally Posted by John Romaine View Post

        Your best bet would be to use coupons, or as John said above, use directories set to each radio ID - then redirect them to the homepage (and capture the lead silently)

        Tracking offline advertising can always be a little difficult. The best way to do it is to have the user perform some sort of action at the other end.

        Most importantly, make sure you have a good clear CTA at your end BEFORE you start the promotion.
        Yeah we are going to have to do something so we can track the lead for sure since its coming from an offline location.

        Originally Posted by djneill View Post

        Radio is really only listened to while people are driving in there car and the average commute is 30 - 50 minutes. Your biggest call to action is the website address and you're going to want it to be as short as possible and easy to remember. Repeat the we address at least three times, five would be better.
        Yeah, talking to the radio lady who is serving as the official account manager she was saying repeating the address many times was the best route to go, and I think we have a domain that will hopefully catch easily.

        Originally Posted by JohnMcCabe View Post

        It depends on the market and the station.

        Many offices have a radio playing all day long. Probably not gangsta rap or heavy metal, but country stations and so-called "light rock" stations get a lot of play all day long.

        I agree with keeping the address short, but adding a tagline someone hears 40-50 times per week or more can help anchor the address.

        100% agree with repeating the address 3-5 times in every 30 second spot.
        Right, they were saying for the country station they get over 100,000 listeners per day who sit there and let the country station play through during work hours.
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