With our format Above the Masses, we explore which channels you as an entrepreneur can use to reach your target audience in an efficient way! We’ll look at what you can do and how you can measure ROI.

The power of radio!

Radio has an extraordinary reach. Every day it reaches as many as 4.5 million Flemings, who listen for an average of 4 hours and 13 minutes a day. So chances are that a lot of people from your target audience are listening. Anthony Kisters of DPG Media is happy to tell you more about it.

Broadcast your radio spot regionally!

DPG Media, which is primarily the Qmusic, Joe, Topradio and Willy brands. “With these channels we reach more than 2 million people every week, accompanying a lot of people from morning to evening.

We mainly bet on national channels, but regional decoupling can be done. This means that depending on the frequency of the radio station, you can also target regionally.

For example, you can have your radio spot on Topradio heard only in Antwerp. That way you target regionally, avoid waste and can get your message out to people in your target regions in a quick and very focused way.”

A good radio spot?

“A successful spot is clear, not too complex and does not contain too much info. A very recognizable jingle works. This is a sound that emphasizes your brand identity. A spot with great recognition works better.

Furthermore, you can also play with the spot lengths. If you want more brand awareness then we recommend spots of at least 20 to 30 seconds. Activating spots, in turn, can be a bit shorter.

A radio spot is easy to record and this can be done from as little as 1,500 euros for the creation.”

“A successful spot is clear, is not too complex and does not contain too much info.”

A radio campaign is quite affordable!

“A national radio campaign costs quite a bit of money. Then you’re talking about a budget of 25,000 euros per week. If you want to advertise regionally, for example on Topradio, you can do so from as little as 2,000 euros per week. For 8 to 10,000 euros, you really do have an excellent regional advertising campaign.”

Is the ROI of radio measurable?

“It is important to include an activating call to action in your radio spot. Radio is a real traffic builder both to physical stores and to the website. Radio effectively brings more people to the store or site. Those results can be measured perfectly during the period the spot is running on radio.”

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