Radio is a jewel. We’ve made more money for our clients using radio than any other media. And, although it doesn’t have a “Superbowl,” it does have incredible loyalty and delivers targeted frequency. Radio stations also have Deejays who are happy to endorse your product as a trusted neighbor, and it’s precisely this word-of-mouth delivery that communicates with an unmatched authenticity.
Automobiles are radios on wheels and makes for great branding or Direct Response.
Your audience is captive, un-skippable and un-blockable. It’s also typically more cost effective at delivering a quality customer. Production and media costs are much more affordable for brands working with limited marketing budgets.
And, targeting an audience with a disposable becomes easy as you know your radio prospects have a job if they’re driving to work. This is especially true with satellite radio, where 48% of listeners hold an Advance degree and with an average household income of $122,100.
It’s also commonly known that Radio and TV audiences don’t overlap very much. That means when you advertise with radio you aren’t cannibalizing your TV sales. You’re reaching a whole new group of customers.
If you’ve spent a lot of time and money building your DRTV campaign, and your seeing success, leaving radio out of the mix is a terrible mistake. Many new entrants will look for that weakness, establish a profitable direct response radio campaign, and fund their competitive entry into TV. The next thing you know is your entry into retail is threatened, and if retail is not your objective, the size of your opportunity is reduced.
Now more and more people consume audio on demand. They have “platforms” that push podcasts, Spotify, Pandora, and their favorite programming right to their phone. Coupled with this is the ability to target by zip, or 1st and 3rd party data, we show them display ads as they listen. Now prospects can see and hear the ad and we can re-target once they’ve clicked on our call to action. We can also geo fence competitor retail locations and even track foot traffic to any location.
