When putting together your effective radio advertising campaign, there are so many details to take into account. By now, if you’ve had any experience with radio advertising, you have seen how radio stations try their best to match the demographics of their listeners to the demographics of your customers. Common demographics of your customers like age, gender, education and income level give great insight into media usage. Once you know this information about your customer base, choosing the best radio format or station to place your radio advertising with is much easier. The question now is – How do you make the best connection with those listeners MOST LIKELY to be in the market for your product or service? One method is to examine the psychographics of your customers – lifestyle behaviors that have a relationship to the desire and purchase of your product.
In marketing, psychographics can be thought of as the patterns that customers follow which tie the “who” (demographics) to the “why”. What makes a customer want to buy your product? How do they use it within their lifestyle? What are their buying patterns? What are their hobbies and interests? What things are important in their lives?
These are just a few of the endless questions that can help you better define who a target customer may be. This article won’t go into detail on the tasks taken to determine psychographics. There are countless websites that discuss psychographics and how to determine your “ideal” customer. There are also websites that can assist in surveys and other research methods to help clarify your customer’s profile. Simply type psychographics into a search engine and you will get thousands of websites that can help you out.
Once you know the demographics and psychographics of your target customer, tailor your radio advertising campaign to them. For example a working mother – age 33, college educated, making $40K a year, and enjoys spending time with their children – might be a different sell than that same 33, college educated, $40K/year woman who is neither married nor has children. Make sure the radio commercial you create matches the lifestyle. Maybe your research shows that your product is best used by women, age 33, making $40K/year and parenthood makes no difference…maybe your product is geared more toward the lifestyle (always busy, strapped for time, etc.) regardless if it’s career oriented or family oriented. Then you would make sure that the message targets the emotions felt by those women who are extremely busy. Then tailor the message toward the singular focus – how your product helps those busy people.
Of course, these are somewhat elementary examples, but you get the point. The most effective radio advertising makes a connection with listeners. How many of those listeners need your product? Who are they? What is important to them? Find out! Target them with focused creative and you have a better chance of turning “potential” into “purchase”.