A dying medium? Hardly! Despite being well over 11 decades old, the communication opportunities available via radio have never been more vibrant, diverse, or dynamic. For brands, radio advertising is probably a great fit for your efforts if you have the determination to research your options and execute a successful campaign.
The options are vast and you (or your ad agency) need to ensure you are choosing the correct stations and geographies to get the most bang for your buck. If you seek an endorsement, make sure the personality is a good fit for your product/service and your audience. Choosing a station or personality just because you like them is a huge mistake.
1) Reach 93% of America
Radio is a time-tested media in this country. Music is a part of our popular culture and news is vital to our daily lives. It is the second-most used media platform in the nation, reaching more than 242 million listeners over the age of 12 every single week. But don’t be misled by this massive statistic. Radio offers the ability to target your message to the geographic areas you want most. If you need your backyard or the entire West Coast, radio can provide the customers you need.
2) In EVERY Car
Do you listen to your favorite DJ, reporter, or political pundit on the way to work? You’re not alone. Almost 90% of in-car audio listening is done with a radio station. Driving to work, from work, going to school, running errands, road trips…all of it is done in a car. These things are done on a daily basis. Every single day, people are in a routine and their loyalty builds to their favorite political pundit or morning show DJ. Connect with their favorites and you can build a loyal customer base.
Because America is a nation of drivers, radio is usually the last media to reach a shopper before they make a decision to buy or make the actual purchase. When they drive to and from work, they’re listening and could be listening to your competition. Did you know that 40% of adults are reached by radio before the peak shopping time of 1pm-2pm? They don’t read a newspaper just before walking into a store. They can’t watch live TV as they choose which fast-food restaurant to eat at or new sweater to buy. The radio is the last thing they’ve heard and it can reinforce your brand or challenge your competition’s market share.
4) Emotional Connections
“Music soothes even the savage beast.” Its true. People love music. Ever have someone sing your newspaper ad? I doubt it. But don’t think talk radio carries less impact. In many markets around the country, talk radio is the top format. People are dedicated to radio because it offers what they are looking for. If your radio advertising is not creating an emotional response, you are wasting your money. Whether it’s a charismatic host with a great sounding voice or a station that plays their favorite music all day, there are consistent elements that draw listeners every single day. People are loyal to their media.
5) Creative Options
You already know that flexibility is important. Locking your brand into a rigid and unwavering advertising media is usually unsuccessful because markets, customers, your brand, and products change. Radio is nearly limitless in its opportunities to reach people. It begins with the radio format you choose. If you’re going on talk radio, you may want to use an endorsement from one of the hosts. If choosing music, try a jingle for your company. Does the station drive a lot of traffic to its website? Support your on-air commercials with website banners and page sponsorships. Maybe you only need 15 seconds to mention a great sale and your website address – don’t buy a full 60 second commercial. Or you could buy a 60 second ad and run two 30 second commercials back-to-back. Run 60 seconds of user testimonials to show the audience how loyal your customers are once they try your product. The options are out there. Make sure your ad agency is giving you robust advice on how to spend your radio dollars effectively.
Choosing the right stations, the right times, the right creative, and the right message can help you conquer radio and reach your market effectively. It can also help you build customer loyalty because your customers are dedicated listeners and you will be part of their daily routine. These are uniquely offered opportunities via radio advertising.
Let’s start a conversation about how radio has impacted your business or why you are currently considering radio. Share your thoughts with a comment below.