With just under 6 weeks to go until the big day, Christmas advertising campaigns are well and truly under way! With every other ad on TV seemingly featuring twinkling lights, humongous roast turkeys, snowy picturesque landscapes, families laughing round an open fire and a partridge in a pear tree. Christmas is the perfect opportunity to tug on the heartstrings of the public, get people smiling, and most of all, get people talking. Just look at the John Lewis ads… With retail spend at its highest over the festive period, it’s also the perfect time to raise awareness of your products and offerings. Though Santa visits in a matter of weeks, it’s not too late to have your own Christmas advertising campaign through commercial radio. Radio adverts can be turned around quickly and are an effective way of reaching your audience. Just take a look at the benefits below…
Radio provides good company
People tune in to radio to provide entertainment while they’re driving, doing chores, working and so on. For this reason, radio is seen as a ‘companion’. It provides an uplifting and entertaining experience to listeners, which is a valuable context for advertisers to be a part of.
The regionalised and localised nature of radio means advertisers can create campaigns focusing on key areas to their business. As different radio stations attract different listeners with different interests. It also offers advertisers the ability to talk to selective groups and demographics.
Radio breaks through the ‘avoidance’ barrier
People generally don’t like being sold to. They like to make their own decisions without businesses shoving marketing messages in their face left right and centre. Research shows that radio has one of the lowest levels of advertising avoidance. Listeners rarely switch stations and are willing to listen to any message that is relevant, engaging and entertaining.
Radio drives response
Radio has always been a strong ‘call to action’ medium, and with the advent of online radio, it’s even stronger. With consumers accessing more brands online, and with research showing that at any given time a fifth of people online are listening to the radio, it is the perfect medium to direct listeners to your site.