Why Radio Works So
Darn Well
For over 40 years the “experts” have been predicting the death of local radio stations. Cassette players were going to “kill radio”, CDs were going to “kill radio”, satellite radio was really going to “kill radio”, and most recently streamed music and podcasts were going to “kill radio”, too. Well, it didn’t happen, and over time local radio has not just survived, but thrived, even through all of the technological changes. Nielsen Research recently reported that local AM/FM radio reaches an amazing 91% of adults 18+ each month. In a world of diverse and varied audio choices, local AM/FM radio is the one source that still commands by far the biggest audiences.
The Most Listened to Audio Source
The recent Share of Ear study from Edison Research shows that local radio’s listening time dwarfs that of all other ad-supported media: Local Radio 68%, Podcasts 20%, and Pandora, Spotify, and the rest were under 5% each! Here’s the best part, though. Over 90% of people who listen to Sirius XM, Pandora, and Spotify also listen to local AM/FM radio. People want to stay connected to their local community, and while other audio can be a nice distraction, local radio is the most listened to audio source.
Reach PLUS Frequency
In the past local TV was known as the “reach” media (reaching the most people) and radio was known as the “frequency” media (reaching people the most times). Well, in 2019 all that changed. Radio is now the reach AND the frequency media! With local radio you can reach more people and reach them more times every single week. This means that your audience will hear your ad multiple times a week, usually 3 to 5 times per week, making sure that they know you even before they need you!
Targeting
Radio lets you specifically target large audiences to better market to your core customers. While most people don’t have a favorite TV station (they have favorite shows, not stations) radio listeners definitely do have THEIR station. It’s interesting that most people listen to the music they “grew up with” their entire lives. By formatting radio stations with music from different eras, we are able to target large audience groups for your business. While digital marketing can micro-target specific people in the market for your product, radio can mass market huge groups of people so they will know you and feel great about you BEFORE they reach the buying phase.
Radio plus Digital Marketing is a Powerful Combination
Radio targets mass audiences and digital marketing can hyper target select audiences. While both can be effective on their own, a marketing plan that combines both radio and digital can be devastatingly effective. Combining radio with digital has the power to double the effectiveness of your campaign. Approximately only 5% of the public are in the market for an average product at one time. Using a combination of radio and digital marketing, you are brand marketing to 100% of the audience AND target activating 5% of the audience at the same time!
The Right Message
Why you? That is the most important question your marketing must answer for your potential customers. Simply put: W.I.F.M., “what’s in it for me?” At Mid-West Family Marketing we are experts at creating effective messaging that will resonate with our audiences. Over the past 30 years Mid-West Family Marketing has created many of the most well-known branding campaigns in southwest Missouri. We know how to tell your story in a way that will stand out in a crowded marketplace.
Word of Mouth
What is the best type of advertising? Almost everyone will tell you “word of mouth!” While that is definitely true, there is a HUGE problem with “word of mouth.” You can’t control it. Especially in this digital age, “word of mouth” can go really bad, really quick. With radio advertising, YOU control the message. You START the word of mouth, and you tell everyone what to say. How many times have you heard someone say, “I’ve heard a lot of people talking about…”, and they are really referring to an ad they heard? Control the word of mouth and get people sharing the message that you want them to share!
