One of the biggest strengths of radio advertising is the power to build brands. Even with the astronomical growth of social media and various other communications platforms, radio continues to reach nearly 90% of consumers on a nearly daily basis*. This month, we will be focusing on how your business can build brands with radio advertising. Over the next few weeks, we will provide you with quick reads that you can immediately apply to your radio marketing campaigns – helping you build awareness, while claiming that special piece of real estate in the hearts and minds of your customers.
Radio advertising builds brands by being…
Visible: As we mentioned before, even though social media gets the lion’s share of marketing press these days, don’t forget that over 90% of consumers still listen to the radio on a nearly daily basis. Most of this listen occurs during commutes to and from work or school. Advertising on the radio is still a great means of reaching clients.
Fashionable: Huh? What does fashion and radio advertising have to do with each other? Your clothes make a statement. They are a reflection of who you are. Your radio commercial creates an image. The production value, copywriting, voice talent, etc. come together to deliver the message, BUT the style and delivery reflect on your image as a business. Are you buttoned up and serious? Quirky and funky? (This is why it is really important to find the right company to help you with your radio marketing campaign…shameless plug). Think of your radio commercial in the same way you think of your outfit.
Conversational: I was told the other day that brand communication was no longer a one-way street, and that radio is no longer a viable model (because it is not a two way communication platform) I understand the thought behind the statement, however that short changes the power of a good radio campaign. Radio (and television) make be technologically one directional, however a good marketing strategy combines the power of these different media. A solid radio advertising campaign gets people thinking and talking spills over into two-way conversations on blogs, Facebook, Twitter, etc. Use the awareness (and the 90% reach) to stir emotions, then engage in dialogue. Comment…respond…continue the dialogue. The campaign has to be good though, or else it simply reinforces this idea that radio exists in its own marketing bubble.