Getting Results from Radio Marketing – Week Two

WRJN remains one of racine’s most effective and efficient media to market your business. HOW you do it is key. Over the next several weeks, I’ll share the FOUR KEYS to Branding and how they will help your business grow.

The FOUR KEYS are: REACHING the right people. FREQUENCY of your message. CONSISTENT reach and frequency over time. A COMPELLING MESSAGE.

This week the importance of FREQUENCY, getting your message heard as much as possible. The human brain takes in…and then forgets…information at an alarming rate. Dr. Hermann Ebbinghaus pioneered the experimental study of memory. . Ebbinghaus is known for his ‘forgetting curve’ which suggests that people tend to continually halve their memory of newly learned knowledge in a matter of days or weeks unless they actively review the learned material . This theory applies to hearing an advertising message. The more it’s heard, the better chance someone will act upon it when the need for your product of service arises. If you stop advertising, even for a week, your previous investment could be forgotten.

With a well crafted message, reaching the right audience with enough frequency to be remembered, you are sure to see a positive ROI on your radio ad investment.

Next week, key elements to an effective ad.