Often time clients wonder if traditional avenues of media are even relevant any longer. With technology moving so quickly and so much of our attention being distracted by smart phones, tablets, social media, etc.; marketers and business owners often wonder if there is a place any longer for traditional media such as radio. My answer is ABSOLUTLY there is still a place for them and they are without a doubt still very relevant. When looking at the numbers alone you will see that 85% more adults 18-34 use radio on a typical day than Facebook. More 25-54 adults use radio each week than any other medium. I would say it is certainly alive, kicking and very relevant. Still need some convincing?
Here are top 10 reasons why radio:
1. Radio Targets Key Prospects
Each radio format attracts specific age, income, education, and lifestyle groups. You can identify the best prospect for your product and advertise towards those primary targets with little waste.
2. Radio Is Powerful and Intrusive
The use of the human voice, sound effects, and music can evoke strong emotions and images that grab attention faster than visual media. Your message is front and center with a listener, never buried in the back pages or right next to your competitors.
3. Radio is Intimate
Radio creates an intimate one-on-one relationship between the advertiser and the listener that parallels the relationship listeners have with their favorite radio station. It’s the most personal of all mediums, and the next best thing to word-of-mouth advertising.
4. Radio Builds Top-of-Mind Awareness
To be successful advertising must be repetitive. Radio’s affordability allows you to buy the repeated exposures necessary to sell products. Repetition builds awareness, reputation and store traffic.
5. Radio Reaches Everyone
Radio reaches 93% of all persons every week, including teens, adults, men and women. San Diegans 12+ spend over 18 hours with radio each week.
6. Radio Goes Along with Customers on the Go
Today’s consumers spend their lives on the run. That’s why they spend an average of three hours a day with radio. Radio is uniquely able to reach the consumer where other media can’t… commuting, at home, at work, on-line, jogging, at the beach, the ballpark…the anytime, anywhere medium.
7. Radio Influences People Closest to the Time of Purchase or Activity
The closer the media impression can get to the time of purchase or activity, the better the chance of influencing behavior. Radio is the medium of choice between the hours of 6am-6pm, when most purchasing behavior occurs.
8. Radio Involves People with Their Community
People depend on the radio each day for news and entertainment. Listeners can find out what is happening in their community and around the world as radio updates them all day long on news, traffic, weather, financial information, and local events.
9. Radio is Flexible
One of radio’s greatest strengths is its flexibility. Copy changes can be made quickly and production prices are far less expensive than all other major media.
10. Radio Motivates People to Shop and Buy
Radio is an active medium capable of stirring emotion, creating demand, and selling your product or service.
While you have a tremendous audience at your fingertips when you broadcast on radio, your message can still fall on deaf ears if you don’t know what you are doing. It is important to follow some key rules when identifying the placement of the spot, the messaging used in the ad, and the timing. Here are some key reasons a good ad can fail:
1. Too Little Repetition
2. Deeply Entrenched Competitors
3. Failing to Deliver
4. Lack of Interest
If you need help so you don’t find yourself making these mistakes or you just want to make sure you maximize your broadcast dollars we can certainly help. Give us a call at 619-906-5540 or email us at firstname.lastname@example.org.