The best way to make sure your brand makes it through to your target customer’s attention is by using all channels of communication. Sure, there will be specialists who don’t believe in other means of communication besides the Internet, but the world is much bigger.
Even though the number of pay TV households in the US is on decline, this doesn’t mean that people no longer watch TV or listen to the radio. And, depending on your ideal customer type, you may want to give the idea a second look.
With the right representatives and a series of great tools in your quiver, a radio media tour can be even more effective than an online campaign. So, if you’re interested in reaching your customer’s hearts via the standard means of communication, we put together a comprehensive guide that may be of help.
Find the right approach
In today’s day and age, it can be tricky to find the right partners for a radio media tour. This happens because radio stations can afford to be picky when it comes to the promotional content they broadcast. Space is limited and each radio station with a following receives daily pitches for commercials.
This is why, when starting a satellite media tour, you must find the right approach in terms of brand content and personality. Not every radio station is going to be a fit for your campaign, and that’s alright.
The right timing
When you’re running a brand awareness campaign using media outlets, timing is of the essence. Specialists recommend staying clear of the bookends of the week because these are usually crowded and more expensive.
Also, if you have any major events in the city (or the area) make sure you’re not competing for your customers’ attention. No one will care about your brand if they are excited about the upcoming big game/carnival in the city!
Keep it short
Besides finding the perfect commercial times, the main purpose of a radio media tour is to get the brand known to media representatives and get interviews for your spokesperson. So, to make sure you get a radio editor’s attention, don’t send them a lengthy, word-loaded press release about your product launch.
Instead, send them a short pitch that will offer just the right amount of information to get them interested. When you get the interview, your spokesperson will be able to deliver the message to the audience.
Find a hook
The hook is that element in an interview or news that suddenly attracts your attention. This element is even more important nowadays when many people use both the TV and radio as white noise. You want your piece to wake people up from their daydreaming and put their ears on!
So, try to relate to events of interest happening at a local or global level. For instance, people in media love studies and surveys because they catch people’s attention. In consequence, if you can’t find a study or survey to fit your campaign, commission one.
Wrap up
The tips mentioned below apply to a wide range of campaigns, but you must keep in mind that your business and your brand are unique. So, before you take any steps forward, make sure you understand how this uniqueness applies to your customers.
