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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 Sat. December / 09 / 2023

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Advertising boycott at the platform formerly known as Twitter grows by the day  NPR

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Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business  Hollywood Reporter

Ranked: The Top TV Advertising Spenders in 2023 - Visual Capitalist
Ranked: The Top TV Advertising Spenders in 2023  Visual Capitalist

Digital advertising is still far too murky - Financial Times
Digital advertising is still far too murky  Financial Times

How Much Amazon Advertising's Salaries Are in 2023 - Business Insider
How Much Amazon Advertising's Salaries Are in 2023  Business Insider

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81 - Star Tribune
Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81  Star Tribune

Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute - The Daily Beast
Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute  The Daily Beast

Elon Musk says Disney boss should be ‘fired immediately’ amid X ad boycott - The Guardian
Elon Musk says Disney boss should be ‘fired immediately’ amid X ad boycott  The Guardian

Disney: Elon Musk calls for boss to be fired over ad spat - BBC.com
Disney: Elon Musk calls for boss to be fired over ad spat  BBC.com

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ - The Wall Street Journal
X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ  The Wall Street Journal

Grow News Advertising Revenue With Branded Content - Wisconsin Newspaper Association
Grow News Advertising Revenue With Branded Content  Wisconsin Newspaper Association

TikTok, gaming, and AI will define the advertising landscape in 2024, report says - Marketing Brew
TikTok, gaming, and AI will define the advertising landscape in 2024, report says  Marketing Brew

Amazon and IPG Mediabrands strike a three-year video advertising deal - Insider Intelligence
Amazon and IPG Mediabrands strike a three-year video advertising deal  Insider Intelligence

Draftkings facing class action lawsuit over sign-on bonus advertising - NBC10 Boston
Draftkings facing class action lawsuit over sign-on bonus advertising  NBC10 Boston

Nextdoor Launches Self-Service Portal for Advertisers - PYMNTS.com
Nextdoor Launches Self-Service Portal for Advertisers  PYMNTS.com

Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy - RetailWire
Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy  RetailWire

U.S. political ad market projected to reach record $16 billion in 2024 - Axios
U.S. political ad market projected to reach record $16 billion in 2024  Axios

Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations - CT News Junkie
Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations  CT News Junkie

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Digital Out-of-Home vs. Traditional Advertising — Which is Best for You?  Entrepreneur

10 Key Takeaways - Reflections on the 2023 ANA Masters of Advertising Law Conference - JD Supra
10 Key Takeaways - Reflections on the 2023 ANA Masters of Advertising Law Conference  JD Supra

Transit Advertising: An Effective OOH Strategy - MarketingProfs.com
Transit Advertising: An Effective OOH Strategy  MarketingProfs.com

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Ad Sales Professionals Wish Companies Provided More Software  Spiceworks News and Insights

Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing - The Drum
Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing  The Drum

Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics - AdExchanger
Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics  AdExchanger

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ANA Study Finds Over $20 Billion in "Efficiency Gains" Possible in Programmatic Advertising Spend.  JD Supra

Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023 - MediaPost Communications
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US advertising employment reaches a new record high - Ad Age
US advertising employment reaches a new record high  Ad Age

Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain - PR Newswire
Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain  PR Newswire

X Working To Lure Smaller Advertisers As Musk Keeps Alienating Big Brands - TV News Check
X Working To Lure Smaller Advertisers As Musk Keeps Alienating Big Brands  TV News Check

Record $15.9bn in US political ad spending expected for 2024 - The Guardian US
Record $15.9bn in US political ad spending expected for 2024  The Guardian US

Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report - The Messenger
Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report  The Messenger

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Editor And Publisher Magazine
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Editor And Publisher Magazine

Advertising in China – label your advertisements - The Global Legal Post
Advertising in China – label your advertisements  The Global Legal Post

With Concerns About Brand Safety, More Advertisers Have Left X - Forbes
With Concerns About Brand Safety, More Advertisers Have Left X  Forbes

Celebs starting ad agencies, directing ads: 2023 year in review - Ad Age
Celebs starting ad agencies, directing ads: 2023 year in review  Ad Age

X Looks to Small Advertisers After Elon Musk Attacks Big Brands: Report - The Messenger
X Looks to Small Advertisers After Elon Musk Attacks Big Brands: Report  The Messenger

Elon Musk Looks to Lure Smaller Advertisers to X Through Amazon (NASDAQ:AMZN) - TipRanks.com - TipRanks
Elon Musk Looks to Lure Smaller Advertisers to X Through Amazon (NASDAQ:AMZN) - TipRanks.com  TipRanks

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Conoy supervisors approve advertising 2024 budget | Community News | lancasteronline.com  LNP | LancasterOnline

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Eagle-Tribune
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Eagle-Tribune

Morning Brew welcomes Sara Badler as chief commercial officer, advertising - Editor And Publisher Magazine
Morning Brew welcomes Sara Badler as chief commercial officer, advertising  Editor And Publisher Magazine

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Media buyers: 'Advertisers are not responsible for keeping X afloat — or shutting it down' - PR Week
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Judge plans to rule in cannabis advertising case by year's end  Arkansas Times

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
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Google Updating Cryptocurrency Advertising Policy For 2024  Search Engine Journal

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Global Advertising Agencies Market Sees Robust Growth, Anticipated to Reach $463.83 Billion by 2027  EIN News

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Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Toronto Star

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Elon Musk slams Bob Iger over Disney advertising next to child exploitation material  TweakTown

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Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

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Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

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Walmart says it is not advertising on social platform X  Reuters

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How Much do Small Businesses Spend on Advertising?  Small Business Trends

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Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

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Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Times Daily

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How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies  Investopedia

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Major advertisers flee X, deepening crisis at Elon Musk’s social media site  CNN

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Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ...  WDW News Today

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