There was a time when advertising was simple; people would stand in the street banging a stick in a bucket shouting ‘apples for sale!’ and it was job done. Then in the 1400’s the printing press was invented and suddenly you could advertise your produce to a much wider audience. Then radio, TV and the internet came along, terms such as ‘guerrilla marketing’, ‘social media’ and ‘brand engagement’ started getting thrown about and it all got a bit less…simple. Here we take a look at why radio needs to be a part of your marketing strategy next year, no matter what new platform appears.
Online and Radio go hand in hand
Over the past decade we’ve been moving towards an increasingly digital world, where more and more brand activity takes place online; for example, searching for brands, ordering products online, viewing videos and even conversing with them. Radio is proven to have increased online searches for particular things after people have heard about them on the air waves, and at any given time a fifth of online users are also listening to the radio too, which shows that the two mediums work in harmony to drive responses.
Radio maximises awareness
Radio doesn’t just work well alongside digital activity. Studies have been conducted into the effect radio has on TV campaigns, and results show that in terms of awareness, radio has a multiplier effect. One study found that if 10% of a given TV budget is allocated to radio instead, the efficiency of the campaign is increased by 15%.
Appear everywhere at once
On average, people listen to 14 hours of radio each week and because radio ads are on so frequently, this has the effect of creating a sense of ubiquity for a brand. That is, they appear to be ‘everywhere at once’. A brand that is big on radio can receive a disproportionately large share of mind for itself, which is incredibly valuable in a world where advertisers are competing to get their message heard.
You can’t close your ears
Following on from the last point, this ‘clutter’ of marketing messages has lead to us humans developing a marketing radar, fine tuned to switch us off when we detect we’re being sold to (just think about how often you delete that spam email, throw away leaflets, switch channels during ad breaks, ignore flashing banner ads and so on). But radio is different. Radio actually has the lowest level of ad avoidance, along with cinema, and that’s because people tend to have a favourite station and stick to it. Radio provides good company on journeys, and when people are doing work, and is subsequently seen as a companion, which makes people more willing to listen to any ads.
We hope you found this post useful. If you’re interested in creating your own Radio ad campaign, then get in touch on 0113 233 7800 or email firstname.lastname@example.org.
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