By knowing who your audience is, you can choose not only the best way to showcase your restaurant but also the correct station and time to do it, suggests Dick Marendt, president and CEO of ARCA Studios, an audio production facility.
"To target a specific age group, you need to know which station has listeners in that age group and then make a special offer that will appeal to them," he
says."For example, if you wanted to pick an older audience, or get people to come in earlier in the evening, you might place an ad on an oldies station that talked about a late afternoon special."
What do you say?Once you know who you're talking to, you can start to figure out what you want to say to them.Often, the simplest message is the best message."You should really only talk about one specific thing in each commercial," suggests Marendt
."If you put in too many points, the mind just can't pick up all that stuff."
Instead, aim for a message that features one or two highpoints of your business, along with your name and location, and leave it at that."Business owners always want to put in their phone number, but how many listeners are going to write down a phone number?"Marendt
says."You want them to remember your name, and possibly where you're located, but if they remember your name and your offer, that's the important thing."
By focusing on just a few keys points, it also makes it easier to get your message across in the short time frame of most radio ads."Typically ads run 30 or 60 seconds and in that time, you have to paint a nice word picture and get some emotion in there as well," Marendt
Still, it's a good idea to buy the best time slot you can afford, suggests Marendt
."It will cost you more to get specific times, but you may be throwing your money away if you buy 20 commercials per week and let the station play them whenever they want," Marendt
says."Sometimes it's beneficial to spend a little more per commercial because you'll be talking to ears that are more receptive," he
If you're looking for a rock-bottom deal, consider suggesting a trade-out or a co-promotion with the radio station you're interested in. "That's a good way to find out if they can deliver an audience," suggests Marendt
."You can do your own little marketing survey without spending a lot of money."
For restaurant owners like Deari, the amount of money he
spends on ads comes back to him ten-fold - and then some.