Creating Enough Frequency – Common Mistake #3
Thursday, February 11th, 2010By the RadioActive Media Team
Are you getting the results you need and want from your radio schedule? No, perhaps you don’t have enough frequency. This determines how many times your target audience hears your message.
There is no magic formula for the right frequency, but with a little history on your side, you can figure out what works for you. First, look at what you have done in the past and the results you have from those schedules. What has worked and what hasn’t? Take a good look at your schedule – how many spots did you run and over what time period? Did you run more spots in those schedules that did well? If your schedule gave you the results you were looking for, check out what frequency you had on the schedule and keep that number of spots in mind whenever you put a new schedule together. If you didn’t get the best response, you might want to up the number of spots you are running and get a better frequency. Your audience will need to hear your spot more than one time before they move to action.
If you are working with a radio station rep who suggests less than a 2 frequency using PPM measurement or a 3 frequency in diary measurement, he doesn’t have your best interests at heart. As you build a radio history, you will learn the best frequency that will work for your product – sometimes it’s a 4 frequency and sometimes it’s an 8 frequency over several weeks. RadioActive Media has the experience to guide you through the process of finding just the right frequency for your business.
More articles in this series:
Give It Enough Time: Make a Commitment to Your DR Radio Campaign – Common Mistake #1
Finding the Right Radio Station for Your Product – Common Mistake #2
Create engaging copy – Common Mistake #4
Tracking Results of your Radio Direct Response Campaign and Making Changes – Common Mistake #5
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