by Sorah Devlin

Created on: October 01, 2010   Last Updated: October 09, 2010

Money is a big part of advertising, but there are some ways to get around having to fully pay for radio air time if you're willing to make some deals. One of the best ways to do this is to not call the station offices and ask for the actual advertising department. Advertising sales agents are there for just that reason; sales. They want to help you advertise, but they are also there to bring in money for the station. If you don't have any to offer, they might be less willing to talk to you.

Instead, ask to talk to a radio personality or the program director of the station you wish to gain air time. Since they have more control over the mic and what's said, they will be more willing to talk to you. Flattery will get you everywhere. Comment on what you like about the station, or the show of the particular personality you're speaking to. Bring up the event or business that you wish to be promoted, and ask if they would have any interest in helping bring attention to it.

If your event is nonprofit or a benefit of some kind, most stations will offer you a chance to come on the air with them and talk about it. If not, try offering free passes or gift certificates to the event or business. As long as something of a value is offered, most stations will consider talking to you; this gives them a prize for giveaways, and it gives you a bigger "push" on the air.

A more forward approach that I've seen (and this is rather gutsy on the person's behalf!) was to simply mail in a flier and $5 gift vouchers to the station with a note asking them to be given away. Sometimes this will get you air time, or sometimes it can get you a phone call from the advertising departments. It all depends on who gets that letter!

To really attract a station's interest in talking to your business, consider setting up a special fundraiser; for example, a winter hat and glove drive. Stations are attracted to local benefits, and are usually very willing to help promote them. Each time they mention the bins set up at your store, they are helping to drive visitors to you. Not only are you helping your community, but you're also helping your business!

Getting free promotions from radio stations can seem like a complicated thing. But with the right twists and tweaks, you can have your name mentioned and promoted, without spending much (if any!) money out of pocket.

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