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How radio can work for you

Radio is one of the mainstays for enterprises who are looking to build their business locally.
Why is it so popular with local advertisers?

1. 1. Radio reaches out to everyone – including new customers

   While it’s easy to skip the ads on TV and in newspapers, radio ads are harder to avoid. Research shows that people just don’t avoid the ads like they do in other media.

   This means that radio is ideal for reaching out to new customers (the lifeblood of most businesses) – they will hear the ads regardless of whether they think they are in the market or not.

2. 2. Radio reaches the right local audiences

   Naturally the listeners to a local radio station are locals. But more importantly they are also the right kind of locals. Compared to the typical local newspaper readers, commercial radio listeners tend to be significantly younger.

   This means they are more likely to have families and to spend more on shopping.

3. 3. Radio reaches people at relevant times and places

   Most radio listeners are engaged in another activity, and this means that advertisers can reach listeners at key “touchpoints” – when they are on the school run, surfing the internet, before going out on Friday nights, and so on.

   And now that radio can be heard on mobiles, on the internet etc, these touchpoints are becoming even more widespread.

   Research shows that advertising which is relevant to a listener’s other activity is over 60% more likely to be recalled.

4. 4. Radio can talk to people who are one click away

   Radio has always been a strong “call-to-action” medium, and this is even more true in a world where consumers access brands via the internet. At least one in five of all internet users will be listening to the radio while they surf (Clark Chapman Research 2006).

   This is great news for businesses which use the web to bring customers in, as it means many of the listeners can go and check the website immediately.

5. 5. Radio is “a friend”

   Listeners use radio for emotional reasons – to keep their spirits up, to stop themselves from feeling bored in a car or isolated while doing daily chores. Listeners typically describe their favourite local radio station as a friend, and that friendship can be used by advertisers to change the way local people perceive them – to keep ahead of the competition.

6. 6. Radio builds long-term brand dominance

   As the growth of Carphone Warehouse proved, small businesses can become much bigger businesses by using radio as their primary medium.

   Because radio messages are repeated more often and have lower levels of avoidance, by the time a listener is ready to make a purchase, the retailer’s brand name and values are strongly established in their mind.

7. 7. Radio creates a large “share of mind” for a brand

   In the same way that radio stations create chart music success, they create a sense of ubiquity for a brand. This is for two main reasons – firstly, because radio ads are on frequently, and secondly because listeners tend to spend so long listening (on average 14 hours per week).

   A brand which is big in radio can create a disproportionately large share of mind for itself.

8. 8. Radio has a “multiplier effect” on other media

   There are great benefits to combining different media, commonly known as the “multiplier effect”. Using radio alongside other media can significantly improve the effectiveness of your advertising.

What will radio add to newspapers?

• Radio can cut through to create awareness and stand-out
• Radio can create excitement and then add “see local press for details”
• Radio is much more cost-effective for reaching the under-50s in most areas

What will radio add to internet advertising?

• Radio can reach out to consumers, especially those who think they are not interested or who are not yet in the market
• Radio can build up name awareness in advance

What will radio add to direct mail?

• Radio can cut through to create awareness and stand-out
• Radio can create excitement before a potentially valuable mailshot arrives

What will radio add to directory advertising?

• Radio can build up name awareness in advance of the time of need
• Radio can also add a friendly personality to a company’s image

Adapted from information from Radio Advertising Bureau website (www.rab.co.uk) – it’s filled with great examples of radio and case histories

Want to know more? Read what we have to say about using radio alongside other media.

• What is RadioRunner?
• How does RadioRunner work?
• What our customers say