What?
Radio ads give your restaurant a way to spread your messaging over a large, non-targeted area. You can work with a local radio station to do traditional 30-60 seconds ads, sponsorships or contests. Radio generally has other digital assets to add in as well for increased exposure.
What is this important?
Radio can reach a very large audience quickly and with multiple messages to drive in business to your restaurant. Continued messaging can help guests remember your restaurant in times like driving or work.
Execution:
- Radio should try to be as targeted
as possible, and for Clean Plate restaurants, will generally do better with
very local stations.
- For example, if a radio station in the Atlanta area focuses more on Roswell than the greater Atlanta metro, it would be a better choice.
- You
should try to choose radio channels that reflect your target demographic.
- Example: If targeting families, go for the country station or Pop 40 channel instead of hard rock or oldies.
- Radio can be a costly option, but
generally involves multiple ads PLUS other digital assets (such as web banners
on their website or email distribution).
- See if there are promotions to take advantage of through the year and be strategic about when to use this tool.
- Contests or pieces of a sponsorship that can link to your social media or email database can be even more beneficial
- Most radio ads are 30-60 seconds.
Connect with the Marketing Manager about language for these ads.
- Most ads should include the name of the restaurant at least 2-3 times, address (and locators), website, and message about your promotion or about your food.
- If
you hear the ad and something doesn’t sound right before they put it out, let
the station know. It’s ok to correct pronunciation, language and music choice behind
the words.
- Include a call to action if possible!
Script example: Joe’s Italian is the #1 rated Italian Restaurant in Alabaster, ready to serve your family classic Italian fare like Lasagna, Fettucine Alla Panna, Pizza, Ravioli and more for lunch or dinner. With lunch entrees starting at just $7.99, stop by for a quick meal or relax with a glass of wine at dinner for a special occasion. And of course, you have to try their famous Strawberry Cake for dessert. Book their private banquet room for a party or order catering delivered to your door for the next event. Visit Joe’s Italian on Weatherly Club Drive in Alabaster today.