On-air endorsements may seem hopelessly retro -- more Bob Hope and Jack Benny than iPads and Foursquare. But for a small company priced out of television and most forms of celebrity endorsements, radio offers a good opportunity to build trust, boost brand awareness -- and drive sales. Carbonite, for example, found that visitors who came to its website via radio pitches were 40 percent more likely to make a purchase.
Many stations and production companies are more open to deploying their hosts as pitchmen. That credibility and recognition come at a premium, especially if you want a nationally syndicated host. Fortunately, both local radio programs and syndicated hosts are receptive to endorsement deals that target smaller markets. Packages often include mentions on a host's website and, in some cases, the chance to do product demonstrations at live events.
Read more at Ink.
