Should radio be part of your business’s advertising strategy? What’s the right mix of media for your marketing plan? Today, there are more media options to choose from than ever before and getting a strong return on your marketing investment often depends on getting the media mix right. If you’re not sure how to determine what the right mix is, here are some factors that will help you decide where radio advertising and other marketing mediums best fit into your plan.
1. Radio Offers Mass Reach to Build Awareness
For years, research by The Nielsen Company has shown that radio is the number one reach medium in the country. The 2018 report is no different. Every week, more than 93% of Americans tune into AM/FM radio. That’s more than watch television, use smartphones, tablets or computers. And that’s just over-the-air listening, streaming of radio stations continues to grow online, on mobile apps and over home audio devices, such as Amazon’s Echo and Google Home.
Contrary to some perceptions, radio has been extremely resilient in the digital era. Even with the rise of digital platforms, radio has maintained a strong reach. TV, on the other hand, is eroding in the face of ‘cord-cutting’ among cable customers and increased use of on-demand streaming services such as Netflix and Amazon Prime.
So, if your business depends on reaching a large percentage of potential customers in your market area to build awareness, radio makes sense. And you’ll find that on a cost-per-reach basis, radio is among the most economical advertising platforms you can choose from.
2. Radio Wins New Customers
In another Nielsen study, radio advertising resulted in a 64% increase in new customers for an auto aftermarket retailer. Why? Radio advertising won new customers for this retailer because it reached a large percentage of potential customers in the market and it delivered the advertiser’s message with high frequency. This resulted in increased brand awareness and an increased likelihood to buy—just the formula for winning new customers.
3. Radio Delivers a Strong Return on Investment (ROI)
Recently the Westwood One network had independent research conducted to analyze the return on investment of radio schedules in the consumer packaged goods category. In partnership with Nielsen Catalina Solutions, they connected radio ads exposure to purchase data from over 90 million households and found that the brand experienced an 8% sales lift and nearly a $12 return on every ad dollar spent. Again, this speaks to the effectiveness of radio advertising in reaching a wide swath of current and potential customers.
4. Combine Radio With Digital Marketing
Have you considered pairing your radio advertising with targeted digital advertising? Studies prove that
radio advertising can increase website traffic as potential customers learn about the brand and want more information. And targeted digital ads can build on this momentum resulting in even better marketing results. Successful campaigns can include targeted digital display ads, Facebook ads and even paid search advertising. When the reach and frequency of a radio campaign is matched with the targeting power of digital, strong results have often followed.
Need Some Help?
Forever Media radio stations cover Pennsylvania, Maryland, Delaware, and South Jersey. Our formats are designed to reach various age ranges, allowing you to target your prime prospects by both geography and demographics. As a local advertiser, you can take advantage of the strong reach and effective delivery that Forever Media radio stations can bring to your marketing message. Contact us at the form below to learn more about Forever Media radio stations and reaching our passionate listeners.
