Advertisers speak at NAB community radio workshop

The advertising industry speakers noted that it was important for community radio stations to understand the needs and expectations of marketers and advertisers. For instance, marketers and advertisers need accessible and reliable information on the footprint and audience of the respective stations.

"You need to package yourselves as a brand with a core set of values that offer you a differentiating edge. Knowing and understanding the things that drive your audience will enable you to package your message in a manner that will compel and connect with your audience," said Sizekele Zwane of the Association of Advertising Agencies.

Community radio stations were also encouraged to supply creative and dynamic marketing opportunities and to deliver results and solutions quickly.

"This may mean bending a few of your own rules to accommodate a client," said Zwane.

The advertising speakers proposed a range of practical tips for community stations such as compiling a dossier of case studies and having a detailed understanding which other media they are competing against.

It was clear from the presentations that the advertising community is open to the marketing possibilities offered by community radio but that they need more information on the sector. In the next year, the NAB will be exploring partnerships with the advertising industry to facilitate a better relationship between advertisers and community radio.