The power of radio is not that it speaks to millions, but that it speaks intimately and privately to each one of those millions.
- People want to know what is going on around them…especially now.
- People form personal relationships with their stations and presenters.
- People want to share experiences.
- People want to be entertained.
- People want to be informed and educated.
- People want to win things.
- People want to learn.
Brand awareness Emotional bond Product news Activation Loyalty Product experience Buzz
Keeping the brand name on peoples’ minds and lips Forging a connection with peoples’ hearts Creating relevance through news & innovation Encouraging immediate usage or purchase Developing customer relationships and retention Enabling prospects to touch, feel, try or use a product Building credibility through word of mouth
Social & Digital Media Complements Radio - ONE VOICE
Source : RAB Sparkler Study – United Kingdom 2011
5 reasons why radio is so relevant...
1. EVERYONE LOVES MUSIC
There's nothing old-school about radio and the world’s one great unifier. Radio is everywhere where listeners live work and play.
2.FREQUENCY IS BEST ON-AIR
Psychologists tell us that consumers need to be exposed to an advertising message at least three times before it begins to resonate.
3. SMART SPEND
The costs associated with advertising on the radio have grown less than other common forms of advertising.
4. SEGMENTING LISTENERS & TARGET AUDIENCES
Due to the targeting potential in radio, from access to the local community to the ability to address very specific submarkets using individual stations, a well-crafted radio message can provide the insight necessary to reach the right listeners.
5. EMOTIONAL PLAY
In the truest sense, radio is quite visual, both figuratively and literally. In a figurative sense, a creative use of sound effects, voices, music, and commentary can paint a mental picture More literally, radio's evolution into a digital experience provides plenty of opportunities for colours, pictures, and video.
Source: BOB LEIGHTON BROADCASTING (USA) 20105