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Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business


In the marketing world, radio has earned the reputation of being the odd step-cousin. You know the one. No one knows quite what to do with him. Especially at family gatherings when everyone tries hard to avoid sitting with him. (After all, who knows WHAT he'll start talking about.)

Much of that reputation comes from radio being tough to track. On one hand, radio does work. Businesses do notice an increase in sales when they add radio to the mix. However, radio doesn't test well. In surveys and other tracking methods, radio tends to be the one with the dismal scores.

A good friend of mine, who's also a marketing consultant but before that she sold radio for many years, has a theory about that. She says radio works on a subconscious or unconscious level. People remember the ad, but not that they heard it on the radio. So, they tend to credit a different medium for the ad, like the yellow pages. Yellow pages gets a boost while radio drops a few points.

Regardless, radio should not be ignored because it does work. And many marketing consultants will probably tell you radio is an excellent medium to reach a local market.

However, I feel there are possibilities beyond merely reaching local customers.

Internet radio shows are starting to take off in a big way. That means advertising and sponsorship opportunities are also taking off. In addition, "offline" methods have been shown to be pretty effective at driving traffic online. If increasing Web traffic is your goal, using traditional media outlets to increase traffic should be a part of your mix.

If people already know you (which they might in your local market) they're more likely to be loyal. And they're more likely to send other customers to your site. Depending on the costs of radio in your community, radio may be a very affordable way to get a good viral campaign going. (A viral campaign is when your customers send promotional items about your business such as e-mails, articles, Web site urls, etc. to their friends and family members.)

Below are some other positive reasons to use radio:

* Affordable -- when you compare spot to spot, radio tends to be one of the least expensive media out there. However, one spot ain't going to do it. To reach your target market, you need to purchase several spots. That's why radio can also turn into one of the more expensive media. However, there are ways to keep your costs in line yet still reap the benefits of radio -- for instance, buying less spots but running them all in one or two weeks, so your customers are more likely to hear your message.

* Psychological, if you voice the commercials yourself -- hearing your voice makes people feel like they "know" you. (Hence the popularity of audio on Web sites. In fact, marketing gurus claim just by adding audio to a site substantially increases how many people buy.)

People tend to buy from people and businesses they know and trust. Hearing your voice helps them feel as if they know you. These psychological aspects may be another reason to consider running a few radio ads in your local market even if you have an Internet business.

* Speed -- you can get your spot up and running in no time.

* Loyalty -- listeners choose stations based on the music or shows they like and they tend to be quite loyal to that station. If you know what your customers enjoy listening to, it's an excellent way to reach them. (I include both music and talk shows in this.)

* Good support medium -- radio works really well when paired with other marketing mediums (like print, direct mail or television).

But for every positive, there's a negative. In the spirit of being objective, here are a few for radio:

* Background medium -- radio tends to be on in the background, which means it tends to be ignored. Generally, your target market needs to be exposed to your ad more times than other marketing media before they'll act upon your message.

* Little staying power -- the lack of visuals again keeps radio from "sticking" with people. At least, that's what some of the marketing gurus say. But, here again my marketing consultant friend differs. She thinks it's that subconscious thing again.

And if you can write a spot that creates pictures in your customers' heads, you can actually work this to your advantage. In fact, according to my friend, if the picture is defined enough, not only will people remember it better, but they'll also think it was a print ad instead of a radio ad. (More on the art of creating pictures using words in later issues.)

* Hard to track - it's impossible to know exactly how many people are tuning in at any given time.

A final note: Because radio is subconscious, keep that in mind when crafting your ad. Repeat your business name a lot and any other branding info, so it gets into your customers' heads. Don't put in phone numbers. Instead, purchase a memorable Web site domain name and repeat that. And remember to create "pictures" whenever possible.

Creativity Exercise -- How can you use radio in your business?

Would radio work for your business? Let's find out.

Take out a sheet of paper and a fun pen. (I'm partial to gel pens.) Draw a line down the center.

On one side, put the header: Why advertising on radio is a good idea for my business. On the other side, put the header: Why advertising is a bad idea for my business.

Now pick a side and start writing down reasons.

You might be more comfortable starting with the side that's easiest for you. Then when you work on the other side, you can simply turn the reasons around.

For instance, let's say you started with the bad idea. One of your reasons was: My product is completely visual. You could turn it around by saying "Because my product is so visual, I'll have to work harder to create pictures in my customers' minds. And because the customers create their own pictures, they're more likely to remember them."

Or what if you started with a good idea, and one of the reasons was: "Because my business is local." You could turn it around and say "Because radio is holding me back -- I'm only reaching this local market." (Ah, now I'm even going against what I said earlier. Maybe with this statement you could look for ways to get your customers to spread the word outside the area about your business.)

As you saw by my last example, you'll be amazed at what comes out when you do this exercise. Even if you don't change your views on radio advertising, you may come up with new and powerful insights to your business.

Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. May / 23 / 2022

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US senators target Big Tech's digital advertising machine with new legislation - CNN
  1. US senators target Big Tech's digital advertising machine with new legislation  CNN
  2. Lee Introduces Digital Advertising Act  United States Senator Mike Lee
  3. Google antitrust: Bipartisan Congress bill just latest in tech firm legal troubles over advertising practices  Fox Business
  4. New legislation aimed at online advertising exchanges will hit most of big tech - including Apple  AppleInsider
  5. US Senate Bill Would Break up Google and Add Transparency to Digital Advertising  Adweek
  6. View Full Coverage on Google News

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What if Elon Musk ditches Twitter advertising?  Smartbrief

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McDonald’s among burger joints sued for false advertising  NewsNation Now

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FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews  Sierra Sun Times

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FTC to Hold Virtual Event on Protecting Kids from Stealth Advertising in Digital Media  Federal Trade Commission News

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2 Reasons Investors Should Pay Attention To FuboTV's Advertising Business  The Motley Fool

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Meet the Notable Leaders in Advertising, Marketing and PR  Crain's New York Business

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2 Top Advertising Tech Stocks to Buy Right Now  The Motley Fool

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Congressional Black Caucus Members Push Biden Administration On Advertising With Black Media  Seattle Medium

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Why Marketers Are Returning to Traditional Advertising  HBR.org Daily

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Protecting Depositors by Enforcing Proper Advertising of FDIC Insurance  JD Supra

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Battlefield 2042 removed its 128-player Breakthrough mode - but is still advertising it  Rock Paper Shotgun

Traditional Radio Advertising Market to Witness Huge Growth by 2029 | Cumulus Media Inc., Sirius XM Radio Inc., iHeartMedia Inc. – The Daily Vale - The Daily Vale
Traditional Radio Advertising Market to Witness Huge Growth by 2029 | Cumulus Media Inc., Sirius XM Radio Inc., iHeartMedia Inc. – The Daily Vale  The Daily Vale

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6 Free Advertising Ideas for Your Small Business  The Motley Fool

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What’s going on with Dislyte’s advertising?  App Trigger

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Heritage Bank: Advertising That Works  ThurstonTalk

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Employees protest re-advertising of posts in Srinagar, demand regularisation  Hindustan Times

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'Cost conscious consumers, restrictive economy': Advertising's tough ride in 2022  Digiday

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Advertising in the Metaverse | Fenwick & West LLP - JDSupra  JD Supra

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Why advertising won the streaming wars  Fast Company

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Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze  Chicago Tribune

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Advertising: A Slow-Fast Evolution  Forbes

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Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report  World Health Organization

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Interactive Advertising Bureau Warns Senate Bill Could Be Destructive To Competitive Ad Market, US Economy  IAB

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Direct-response audio advertising agency uses marketing analytics to pump up client ad performance  Marketing Dive

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US Podcast Advertising Revenue Hits $1.4 Billion in 2021  IAB

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Primary Demand Advertising Market Outlook: Post Covid-19 Scenario by 2029 | Facebook, Google, WordStream – The Daily Vale  The Daily Vale

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JCDecaux launches Australia’s first digital out-of-home advertising e-learning platform  Mumbrella

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United States Recovers Over $15 Million from Swiss Bank Accounts as Proceeds of Global Digital Advertising Fraud Scheme  Department of Justice

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Global Contextual Advertising Market (2022 to 2027) - by Approach, Type, Deployment, Industry and Geography - ResearchAndMarkets.com  Yahoo Finance

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Google Shares Sneak Peek At New Advertising Features  Search Engine Journal

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Symetra Once Again Teams Up with Sue Bird on New TV Advertising  Business Wire

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BuzzFeed sees advertising slowdown as losses widen  Crain's New York Business

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TV Advertising Market has Huge Demand Top Key Players Profiling – Time Warner, IPG, Sun TV Network, PublicisGroupe, Havas SA – The Daily Vale  The Daily Vale

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Advertising on Netflix would boost its average revenue per user  Axios

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Why we care about video advertising  MarTech

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Companies Try to Sell Videogaming as the Next Big Advertising Channel  The Wall Street Journal

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David Droga changed advertising. Now he wants to kill it.  Fast Company

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'Fresh, Local, Quality' — How Unverifiable Opinions Evade False Advertising Claims | Kattison Avenue | Issue 8 - Spring 2022  JD Supra

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Advertising and hugs that's how things went  Hardwood Paroxysm

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How to Advertise on Facebook: A 2022 Guide  The Motley Fool

Questions about digital advertising? – The Florida Bar - The Florida Bar
Questions about digital advertising? – The Florida Bar  The Florida Bar

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Google Topics Resembles Contextual Advertising  Practical Ecommerce

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Gary Vaynerchuk's Advertising Company VaynerX Opens Barter Agency  Business Insider

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TikTok introduces its first ad product to offer a revenue share with creators  TechCrunch

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Microsoft Advertising is rolling out Auto-generated remarketing lists and more  Search Engine Land

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E-commerce Agent Operation Service Market by 2029 | Ignite Visibility, Disruptive Advertising, Sociallyin – The Daily Vale  The Daily Vale

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Lamar Advertising (NASDAQ:LAMR) Declares Quarterly Dividend of $1.20  Defense World

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PPC Advertising Ultimate Guide  Forbes

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'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising  Digiday

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Ravi Shastri's CRED advertisement is viral and Twitter reactions are in. Watch  Hindustan Times

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Elon Musk’s Alarm Over Twitter Bots Isn’t Matched by Advertisers  The Wall Street Journal

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How Amazon Is Building Its Huge Advertising Business  Business Insider

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Saatchi advertising agency agrees €366m takeover deal by larger rival  The Irish Times

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Twitter tries to woo anxious advertisers with a slate of premium video content at the NewFronts  TechCrunch

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Clive Palmer's $100 Million Advertising Blitz Fails To Deliver  10 News First

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Contextual Advertising – Giving Publishers What They Need  The Drum

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Mirriad Deepens Partnership With Lexus Bringing In-Content Advertising to Biggie's Celebrity-Filled 50th Birthday Party Livestream  MarTech Series

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Marseilles City Council Approves Advertising Abandoned Property | Local News | wcsjnews.com  wcsjnews.com

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Despite Huge Inventory Problems, Auto Advertising is Surprisingly Steady  MediaVillage

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The Pitch: Advertising and marketing news for 4.26.22  RichmondBizSense

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Dream hacking: Is this the dystopian future of advertising?  Big Think

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Are pharma marketers finally moving away from traditional TV advertising? Yes, but it's a slow roll  Endpoints News

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Lamar Advertising Company acquires Burkhart Advertising  Greater Baton Rouge Business Report

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Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads  The Verge

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Quit relaunches hard hitting Sponge advertising campaign  Mirage News

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Google, Meta, and others will have to explain their algorithms under new EU legislation  The Verge

Tripadvisor launches new self-service advertising tool - Travel Daily
Tripadvisor launches new self-service advertising tool  Travel Daily

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Roku Unveils a Better TV Advertising Experience at First In-Person NewFront  Business Wire

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Robert Goolrick Dies at 73; Became a Successful Novelist Late in Life  The New York Times

HSBC faces greenwashing accusations from UK advertising watchdog - Financial Times
HSBC faces greenwashing accusations from UK advertising watchdog  Financial Times

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Magazine Advertising Market to Witness Huge Growth by 2029 | Gannett Co. Inc., Nine Entertainment Co., Axel Springer SE – The Daily Vale - The Daily Vale
Magazine Advertising Market to Witness Huge Growth by 2029 | Gannett Co. Inc., Nine Entertainment Co., Axel Springer SE – The Daily Vale  The Daily Vale

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Digital Out-of-home Advertising Market Recovery and Impact Analysis Report – JCDecaux, Stroer SE and Co. KGaA, Clear Channel Outdoor Holdings – The Daily Vale  The Daily Vale

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Work hard, play hard is why this Latham office is one of the coolest  Times Union

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Digital Advertising in 2022 – Stratechery by Ben Thompson  Stratechery by Ben Thompson

Ban Online Behavioral Advertising - EFF
Ban Online Behavioral Advertising  EFF

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