Radio AdvertisingFrequency is the name of the game
We know what you’re thinking: “Radio? RADIO?
That’s not cutting edge! Why, that’s just so… so… retro!”
And you’d be right— which is why it’s our “secret weapon.” So many people think radio advertising is dead (or at least dying). Wrong. Used strategically, radio ads have produced extraordinary results for our clients.
Don’t forget: Unlike television commercials, which can be avoided by DVR technology… or by just getting off the couch to go get a glass of water, radio audiences are usually captive; either they’re sitting in a car, or they remain within earshot.
More than that, the Radio Ad Lab, which researches the effectiveness of radio advertising, made the following discoveries…
– Everyone Drives a Car:
- A recent national Arbitron sponsored In-Car Study found that 96% of those who have driven or ridden in a car in the past month have used the car radio.
- People are in their cars an average of 15 hours per week, the average commute to work is now 51 minutes round trip.
- 39% say they spend more time in the car now than a year ago.
- Radio works 24/7, 365 days a year. Think about it, how many businesses do you visit where a radio is playing.
– Radio Is Intimate. It’s people talking to people. Isn’t that how you persuade others in your life? And Radio can use emotion so much better than other forms of advertising. Emotion drives our purchasing decisions.
– People Don’t Have To Pay To Hear Radio: Radio has always been a “free” medium giving even the smallest stations a broad audience.
– Radio Is Intrusive. You see, you want your advertising to “intrude” into peoples’ lives to be noticed. And based on its portability, Radio is very intrusive. You can get your message to people wherever they are. When they’re in the car, the yard, the garage, the boat — even in the shower and in bed. Radio follows people wherever they go and influences them while they’re living busy lives.
– Speed, Flexibility, and Immediacy: A distinctly user-friendly medium, radio gives advertisers the speed, flexibility, and immediacy needed to compete and excel in today’s highly competitive and oft-times cluttered marketplace.
– B2B Factor: Don’t discount the B2B factor. Radio advertising can help plant the seeds of awareness in potential clients. The vast majority of radio listeners tune in from two places: in the car and at the office.
– Straight To The Store: 63% of 25-to-64-year-olds listen to Radio within an hour of making their biggest purchase of the day. (RAB Marketing Guide and Fact Book – 2003-04).
– Word Of Mouth: Radio is “word of mouth on steroids.” We’ve all heard people who say their best advertising is “word of mouth.” We don’t doubt a satisfied customer is valuable to your business. But think about it. When was the last time you told ten friends about a good service or buying experience you had? But what if you could tell thousands of potential customers about that the good experience surrounding your business? Radio lets you do just that. You’re in control and managing your message. No bad word of mouth here.
– Cost Effective:
- Radio usually costs less than other media. For the small fortune you’d spend on a newspaper ad, you could have anywhere from 8 to 45 radio commercial messages. One impression vs. 45? That’s a no-brainer.
- When you buy cable TV or billboards, you have to pay out-of-this-world production fees, producing a radio ad costs way less and can be done far quicker. Those savings allow you to buy more ads, increasing your message’s frequency. And that’s something that’s become more and more important in our advertising-saturated society.
- Though cable television advertising is affordable, your ad reaches a much smaller market.
– Customize Your Target Audience: Radio is a great demographic targeting vehicle. Talk to a particular customer. Male or female. Young or old. High school graduate or college graduate. Radio allows you to more efficiently reach the kinds of people who are likely to buy what you sell. Some media — like newspaper — offer a “broad brush” approach to reach the masses. But what good does it do to spend money reaching people who aren’t likely to respond to your offer?
– Radio responds to your needs. It’s easier and quicker for us to change your advertising messages than almost any other medium. How many weeks will it take your billboard company to change that sign?
– Reach is nice, but frequency helps sell your product and service.
– Every car comes with a radio as standard equipment.