This is a brief interview with David Lawrence, a long-time radio personality heard by millions every night on his XM satellite radio show ‘The David Lawrence Show‘. But what you might not know is that David is a Google Radio Ad preferred solution partner (login through your Adwords login), which means that when you want to try Google’s new radio ad system, his company is listed as one of the companies they trust to product high-quality radio ads for you.
It’s not as expensive as you think. Read below.
Jim Kukral: Is Google Radio Ads something a small business should try in addition to Adwords and other marketing methods?
David Lawrence: Absolutely, especially given how low the barrier to entry is with Google Audio (that’s what it’s called.) Be aware that radio is great for branding, not so great for immediate response, especially if your web site is a very specialized one. What you want to use radio for is to make sure the listener knows you exist, and that because of your messaging, they think of you first when they need what you sell.
Jim Kukral: How much or how little should I expect to spend on a Google Radio ad campaign to be effective? Is there a minimum?
David Lawrence: It’s not what you spend, it’s the number of times the same listener hears your message. You want at least 10 plays to the same listener to cut through the clutter.
Jim Kukral: Your company produces professional radio ads as a Google preferred partner. How much do they cost and what do you get?
David Lawrence: They range from a single voice spot, performed by me, from your script, for $250. They can go as high as $1000 if you need a script written, there are multiple performers in the spot, and there is music and effects.
You can get more information and demos at http://www.sottovocefilmworks.com/spots.html – and you can contact me at firstname.lastname@example.org.
Jim Kukral: What type of radio ad works best?
David Lawrence: No one type of ad works best – we discuss this extensively with the client, identifying exactly what they want their metric of success to be, what the differentiators are between them and their competitors, and then build a custom spot just for them.
Jim Kukral: How do I know what radio stations to advertise in. Does you company provide advice and consulting on that as well?
David Lawrence: We do. We can help you identify your age, sex, lifestyle and geographic targets. Those must tie in with your success metrics.