Is it magic? Or do we live in some inter-dimensional vortex?

I’m sure if you know me personally you’ve heard me say that Fredericksburg is such a good radio market that even “bad radio” works. Why? Before I answer the question allow me to explain what I mean by “bad radio.”  A good radio advertising campaign contains a number of elements: it’s targeted directly at your customer; you have a consistent advertising campaign; you air an adequate frequency; and your message is on target.

What is the demographic profile of your best clients? Doesn’t it make sense to look for more people just like your best customers? Does the target demographic of your advertising medium match your client profile? For example, if you’re selling cowboy boots it makes sense to advertise on a country music station.

Consistency is important. All advertising works better over time. Radio works better the longer you air your ads. Remember that you’re not advertising to a standing army. You’re advertising to a passing parade. People are constantly moving in and out of the market. Plus, consumer needs are constantly changing. You cannot dictate my need for your product or service. If I’m not in the market for a car, I’m not paying any attention to car ads. I’ll buy when I’m ready.

Frequency is also important. People need to hear your commercial three or more times within a week before they’re ready to take action. That’s why a good campaign is created around the concept of an average frequency of three or higher.

Finally, the most important element is your message. Does your commercial deliver your intended message directly to your target demographic? The best commercials are the ones that sound as if you were talking to your next door neighbor across the backyard fence. It’s a personal one on one between you and your potential customer. Don’t waste time with worn out cliches. Tell your story.

Unfortunately, I see radio advertising campaigns that either break or ignore all these rules. And yet, they still work. Here’s a reason that may explain the phenomenon of why “bad radio” works in Fredericksburg.

According to Arbitron and Edison Market Research, the Fredericksburg Market ranks #2 in the country for the average travel time to work.  Okay, that tells us we’re spending more time in the car. There are no surprises here. But, here’s where it gets really interesting. The Fredericksburg Market ranks #1 of all radio markets in the country for the percent of total radio listening done in-car. So, not only are we spending more time in our car; we’re also spending that time listening to our radios. You’re advertising to a captive audience. It’s no wonder “bad radio” works. Just imagine how well your ads could work for your business if you followed the rules.