07 October 2021
The average consumer is hit with thousands of advertisements each day. In fact, Forbes estimates that, on the low end, Americans see 4,000 ads every day. How can your restaurant stand out amid all that noise? Radio may be the answer. In this article we discuss why radio may be the right platform for you and how to make a radio ad for your restaurant. Why Radio? Radio may be the perfect platform to advertise your restaurant. Before we talk about how to make a radio ad, let’s talk about why we love this platform. Here are three reasons: There’s a wide reach. While some platforms have relatively narrow audiences, radio is quite versatile. Whether your target audience is business professionals or families, men or women, young parents or senior citizens you can reach them on radio. According to Pew Research, in 2020, 83% of Americans over the age of 11 listened to radio every week. There tends to be a high return on investment. Radio isn’t a new platform, and the return on investment is well documented. In terms of ROI, it’s actually a pretty hard platform to beat. In fact, Nielsen found that “radio ads returned on average more than $6 for every $1 of investment.” There are options. When we say “radio,” what comes to mind? Probably listening to tunes in your car, right? And while many people are consuming music, news, and entertainment that way, that isn’t the only option. With the rise of high-speed Internet, many people are listening to audio on their computer through apps like Spotify and Pandora. They’re also consuming podcasts. All of which can be great additional options for you to advertise, especially if your restaurant does business with delivery services like GrubHub or DoorDash. Pew Research reports that as of 2021, 41% of Americans over 11 have listened to a podcast in the last month … and the number of listeners is growing year-over-year. Ready to take advantage of all that radio has to offer? Great, let’s talk about how to make a radio ad for your restaurant … one that won’t have people flipping to the next station. How to Make a Radio Ad Follow these 5 tips to make a radio ad that’ll cut through the noise and have people lining up outside your restaurant. Know your target audience. Okay, this tip applies to all forms of advertising, so maybe just write it down somewhere in permanent marker. Understanding who you want to reach, who is making the decision to come to your restaurant, is vital to: Writing your radio ad script. Your audience will help you determine which benefits to emphasize and what language to use. Choosing which stations to run on. Picking the best time slots for your ad. Tip: If your restaurant uses online ordering or online reservations, you may be able to harvest important demographic information from your website using a tool such as Google Analytics. Understand the problem. Part of knowing your target audience is understanding what their pain points are. Knowing the problem will allow you to offer up a solution in your radio ad. Really dig in here when thinking about how to make a radio ad for your restaurant. Yes, hunger is a pain point, but how does your restaurant uniquely solve that? If hunger is the sole problem, it’s hard to stand out, right? Instead think about how your audience’s hunger is unique. For example, perhaps they need a quick meal that can fit in their lunch hour or gluten-free or vegetarian-friendly options. And maybe hunger isn’t the biggest pain point your audience is facing. If your target audience is families with young children, a bigger concern might be reconnecting around the dinner table, even if that table is at your restaurant instead of at home, or how to get everyone fed on a budget. Start with your CTA. When thinking about how to make a radio ad, keep in mind that your entire ad will only be 30 seconds long. That means you have approximately 75 words to sell your restaurant. One thing your radio ad must include is a call to action. What do you want the listener to do? Start there and build the rest of your script around that. Tip: The CTA might be “visit our restaurant,” but it should probably be something more specific. “Visit our restaurant” doesn’t create a sense of urgency. It also may not address your audience’s pain point. Keep it simple. Again, you only have 30 seconds and your audience may be engaged in another activity, such as driving, when they hear your radio ad. That means it’s imperative that you keep the message simple and clear. Avoid trying to cram too much information into your ad, and instead focus on one CTA. Invoke other senses, and make their mouths water. Remember, we’re talking about how to make a radio ad for restaurants. While food can make sounds, that probably isn’t the first sense you think of using when it comes to experiencing food, right? Take some time in your radio ad to play on those other senses like taste, smell, and sight. For example, use adjectives to paint a picture for your audience. If your audience’s biggest problem is that they want healthy food options, you may use adjectives like fresh, organic, local, hearty, and nourishing to describe your offerings. How to make a radio ad for a restaurant is both an art and a science. At St. Gregory, we have decades of experience strategizing, writing, and placing radio ads for restaurants, and we’d love to help you with your next advertising campaign. Contact us today for a free consultation.
21 September 2021
Good marketing agencies use data to inform their strategy. And at St. Gregory, we pride ourselves on being more than good. Data and quantitative experience are the backbone of the decisions we make on behalf of our clients. However, what happens when there are questions surrounding that data’s integrity? This is exactly what marketing agencies and media buyers around the country were faced with this summer…. In mid-August, Nielsen, the go-to authority on TV ratings, announced a suspension of it’s industry accreditation. Nielsen sought this suspension voluntarily, but only after the Video Advertising Bureau (VAB) accused Nielsen of data integrity issues in their own petition for suspension. The VAB had previously pushed for Nielsen to undergo an independent third-party audit after becoming suspicious about reported viewership data in the wake of the pandemic. Specifically, the VAB believed that Nielsen provided inaccurate depictions of TV usage decline during 2020. They claimed that the data couldn’t be accurate due to the fact that there was an approximately year-long suspension of field servicing to households that are part of Nielsen’s panels. In fact, the VAB believed the inaccurate reporting impacted nearly 10,000 homes (source). This would mean Nielsen was reporting TV viewership drop-off and thus discouraging media buyers from placing television ad buys. Less viewers would have media buyers looking to other outlets for clients that would put them in front of more eyeballs. It should be noted that the VAB has a vested interest in seeing higher TV viewership and ratings reported as they are a trade group which promotes broadcast and cable networks and would like to sell advertising for those networks. These two organizations, the VAB and Nielsen, have clashed before. However, in this case, Nielsen did admit to underreporting and is currently undergoing an audit process to fix these issues and restore data confidence moving forward. How is St. Gregory responding? We’re currently not making any drastic changes, although we are closely monitoring the situation. In addition to following the story closely, our media team has attended a WebEx on how Nielsen ratings can be used going forward. At St. Gregory, we believe that continuing education is important in all areas from digital marketing to traditional media to ensure we can provide our clients with the most up-to-date information and tactics. This is just one more example of that. We also feel that it’s important for our clients to note the following: The data integrity issues were at the national level. Those approximately 10,000 impacted homes were not local to the Greater Cincinnati area but rather were spread out across the United States. This means that not all markets saw the same downswing. We try to focus on data that is most applicable to our clients; in words, if a client is running a Cincinnati DMA targeted commercial, we’re going to be focused on local data. The rating data Nielsen provides is a guideline. While we definitely reference it, we do not solely rely on it. We use many different data points in order to put together plans and strategies for our clients. And once a media buy is placed, we constantly monitor the stations and the rating points delivered to ensure our clients are getting what they ordered. By using multiple sources of information as well as our decades of experience, we’re able to spot data anomalies and potential issues and work around them. While the underreporting by Nielsen is a big deal, it doesn’t have to be earth shattering for your media plan. If you’re working with an experienced agency that has multiple data sources to tap into, they will be able to navigate these tumultuous waters. Rest assured, at St. Gregory, we are paying close attention to the circumstances surrounding Nielsen and as new developments occur, we will review and act accordingly to ensure our clients marketing budgets are being utilized effectively and efficiently. If you want those same assurances, we should talk. Schedule a consult with us today.
15 October 2019
If it doesn’t feel like we’re almost always in the middle of an election cycle or gearing up for one, you may not be paying close enough attention. It chews up your social media feed, shouts at you on your commute and dominates whichever screen you choose as a refuge in the evening. Nobody feels it more than marketers who need to navigate the complex world of media planning competing for placement with candidates for every office from township clerk to president. And the competition can be even more acute if your business relies on reaching consumers in a contested or (worst case) swing state in the general election. The key is in diversifying your media plan to ensure you’re reaching your customers without having to outbid some campaign or special interest group with deeper pockets. Careful planning early in the process can prevent unexpected costs or preemption later in the game, particularly in that 45-day window before the general election. A simple approach is to make sure you have a good media mix to target your consumers. One way to do this is to move out of higher-demand programming and cable networks that political ads will be buying up. New analytics help make this approach even more efficient. Using audience modeling, we can target the exact same consumers on other networks or programming to mirror the viewing habits we want. This also avoids putting your message in an environment where a flood of political ads sends consumers running out of the room at every commercial break. There’s no need to run away from traditional broadcast during an election. An option we can explore to put in the mix is sponsorships or sports packages, which are less pre-emptiable during election campaigns. While these come with time and budget commitments, they can complement your normal schedule to reach higher targeted-profile programming. An important thing to remember is to make sure you have an open communication with your media partners. By staying ahead of issues, you can work out any bumps in the campaign in advance. Streaming services—referred to in the trade as OTT or over-the-top—also present opportunities to communicate with your customers in a channel where election-year demand doesn’t create as much pressure. Because political campaigns need to focus their efforts on likely voters, your planning can be nimbler and take advantage of opportunities they pass on or simply overlook. OTT channels also aren’t bound by regulations requiring them to offer candidates for political office their lowest unit rates (LUR)—which means there’s more room for negotiation. Streaming audio channels offer many of the same advantages. Platforms like Spotify, Pandora or TuneIn deliver audiences that can be custom-targeted by both geography and interest, as well as by demographics. Campaign commercials may interrupt your favorite show or clutter up your news feed, but a well-considered plan can make sure they don’t spoil your marketing.