Can Contractors Still Get Leads from Radio Advertising?
While there is no denying the major emphasis placed on online advertising and social media for today’s business, it is still good to remember that traditional mediums have not completely vanished. Radio, for instance, still provides value and can be just as beneficial to your remodeling businesses.
Did you know approximately 77% of adults tune into radio and that the average listener spends almost 2 hours a day listening to AM/FM radio? Is that the case for you? I know I hit that 2 hours a day mark just driving to and from work.
Replacement Contractor featured an article in which readers were posed the question, “Can contractors still use radio ads to generate leads in the new digital world?”
If you ask Dave Fantle, executive director of the National Association of the Remodeling Industry (NARI) Milwaukee Chapter, he strongly encourages it: “If you have a marketing budget, you need to allocate some of it to radio.”
Radio tends to mesh well with the demographics remodelers like to go after. Women between 35 and 60 years old are typically responsible for making decisions regarding home renovation projects. This same demographic just happens to listen to the radio a lot.
According to the article, radio listener surveys back this up. Of households that spent $10,000 or more on remodeling projects, 92% of them actively listened to the radio. And, according to a 2015 RADAR report from Nielsen Audio, radio every week reaches roughly 93% of women aged 35-64.
Fantle advises that remodeling contractors should at least look into using radio advertising when it makes sense and whether it can cut through the clutter of today’s fast-paced world in your geographic area. He recommends using the traditional in nontraditional ways.
As you get started, here are a few recommended resources:
- Use Radio Locator – a site that allows you to find stations by the zip codes in which their signal can be heard so you know your message is being sent to the right people.
- Know the pros and cons to advertising on the radio
- Know the facts about radio advertising and if it makes sense for your remodeling business
- Run your ad between 6 AM and 10 AM as this is considered one of the most desirable time slots because of high engagement rates. But also consider 10 AM – 3 PM as this is the time where the percentage of women listening tends to increase.
- Michael Holmes’ tips, tricks and tutorials for radio commercials
- The radio advertiser’s toughest question: reach vs frequency conversation
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