Radio is a fantastic medium for local advertisers as it allows them to reach out to the local community in a highly targeted and cost effective way. However these aren’t the only reasons why they should be using radio. If you’re trying to understand how radio can help grow your brand or you work for a radio station and are in conversations with a local advertiser, the material contained in this section should help explain just how effective radio advertising can be.
This section provides strategic arguments for why radio might be relevant for local advertisers – from the latest audience data and stats to reaching people at relevant times.
Big picture view on radio’s significant scale and influence and why local advertisers should be taking advantage of the opportunities available on radio.
Research demonstrates that reaching people at relevant times can help enhance cut through and effectiveness of a campaign. From the school run to working/studying through to childcare, Snapshots provides you with IPA TouchPoints data, case studies and audio to help demonstrate why radio is relevant for local advertisers.
The Radiocentre have conducted a wide range of research studies over the years. Whilst these findings have often been based on national advertisers a lot of them remain relevant for local advertisers
The Radiocentre’s latest piece of research demonstrates how radio can unlock substantial amounts of untapped revenue for local advertisers. Results have revealed that brands using radio get their money back nearly eight times over on average and in many sectors (including Retail, Automotive, Leisure & Entertainment, Finance and Travel) radio offers the best ROI of any media.
In a world where virtually every local business has a website, how do you ensure customers are specifically seeking out your brand online? The ‘Online Multiplier’ research can help you understand how radio can drive online brand browsing by over 50%.
radioGAUGE Predict can help you understand what radio can deliver for your local marketing campaign using aggregated effectiveness data from hundreds of radio campaigns. radioGAUGE Predict enables you to look at radio’s impact across different sectors, audiences, media mixes (including Radio alongside press) and objectives.
Selected case studies focusing on how advertisers have utilised local radio
By tapping into the unique character of a community and utilising radio’s ability to engage and mobilise an audience H&M successfully drove awareness and footfall to support a new local store opening.
Effective use of almost solus radio advertising to build business and change the way people feel about a local restaurant on an emotional level.
Utilising radio’s strength of presenter endorsement to encourage individuals, businesses, schools and organisations to take part in a unique regional radio experiment designed to reduce energy usage.
Using the power of local radio to create an engaging campaign that led to nearly a thousand schools singing up to a new initiative.
Radio enabled P&O to generate a response from specific audiences within key regions and helped bring their brand and core messages to life.
radioGAUGE Regional enabled us to measure hundreds of regional campaigns and as a result we have topline results from some key local sectors. These findings will help you understand how radio can increase awareness, relevance and consideration when utilised as part of the local marketing plan.
Getting your radio creativity right can really elevate the results that you see local radio providing as part of a campaign
Based on insight from radioGAUGE-measured campaigns and neuroscience, Turning Art Into Science reveals the most effective creative features of radio advertising – and how creating consistency in your advertising can really help grow your brand.
A selection of tools available on the Radiocentre website that will enable you to enhance the effectiveness of your local radio campaign
The Radiocentre Mapping tool enables you to create maps of the coverage areas for UK commercial radio stations. Searching by region/place will highlight which national and local commercial radio stations are available in your area.
There are a number of media options open to the local advertiser. How does radio compare and what does it add to these media?
Local newspapers have been around for a long time and they are often seen as a “banker medium” by local businesses, despite the fact that their effectiveness may be debateable.
Local newspapers have some important strengths. They have the authority of print (that’s why people talk about information being “there in black & white”) and they are also ideal for providing detail (prices, location, products, etc). Full-page ads in local press can also say a lot about the stature of a business, although this is a very expensive option.
But there are two major disadvantages with local newspapers. The first is clutter: not only do people skip over the ads in the paper, but there often seem to be more ads than editorial on the page.
The second problem is age profile: most local newspapers are read mainly by older people (50+) and this means they are far from cost-effective for advertisers wanting to reach younger audiences.
They also tend to focus – unlike radio - on bad news, and this depressing tone can create a difficult environment for advertisers who are trying to excite or stimulate their customers.
Authority: “it’s in black & white”
Full page ads can demonstrate stature
Room for detailed information
Can be in relevant sections
Newsiness, “what’s on” factor
Some titles are very low quality
Diminishing returns on costly full-page ads
Ageing readership for most titles
Ads are avoided
Tend to focus on bad news
Radio can cut through to create awareness and stand-out
Radio can create excitement and then add “see local press for details”
Radio is much more cost-effective for reaching the under-50s in most areas
One of the great strengths of direct mail is its ability to target specific groups of people – either by locality (e.g. within walking distance of a restaurant) or by business relationship (e.g. lapsed customers). Direct mail also offers great measuRadiocentreility in terms of direct response – it’s possible to calculate exactly how many responses were elicited, and their value to the business.
Mailshots can also include extensive product information and even product samples, although these can become very expensive productions.
But mailshots tend to suffer from two crucial weaknesses. The first is list quality: unless you have compiled the list yourself, it is extremely difficult to establish the quality of a mailing list (we all know what it’s like to receive a mailing which makes a wrong assumption about us).
But the biggest problem is avoidance. People call it “junk mail” because that’s how they feel about it: they are brutal about disposing of it, sometimes not even opening the envelope.
Highly targeted (e.g. lapsed customers only)
Personal, named communication
On paper, tangibility of print
Can use attractive graphics
Can use samples
Opportunity for detailed information
Can measure direct response
Recipients have low expectations (“junk mail”)
Quality of mailing lists is highly variable
Clutter/competition on the doormat
Can become expensive productions
Questionable long-term effect on the business
Radio can cut through to create awareness and stand-out
Radio can create excitement before a potentially valuable mailshot arrives
The internet is definitely the fastest growing advertising medium of recent times, and it is a valuable tool for most businesses because the internet is where people increasingly interact with the brand.
It has a special appeal for business-minded advertisers too – they can literally count the number of clicks that a campaign generates for them (this is why internet campaigns are sold on a PPC – pay-per-click – basis).
However, internet advertising also has limitations. The biggest limitation is that people avoid it! The Radiocentre 2005 Ad Avoidance Study showed that people avoid banners and pop-ups even more than they avoid junk mail. This resistance is made worse by the fact that people don’t like clicking on unfamiliar links.
So radio is ideally placed to play a complementary role to internet advertising. One of radio’s greatest strengths is that people don’t avoid the advertising – they zone in and out of the commercials depending whether they find them interesting or relevant.
Connects people to the company
Internet is funky, sexy, modern
Can be placed in very relevant pages
Reaches a wider audience
Trackability – click-throughs can be counted
Information can be constantly updated
People are wary of clicking on unproven links
Easy for ads to get lost there, clutter
Ads get ignored (highest avoidance)
Wastage – e.g. surfers from abroad
Hard to assess value of a mere click
Not everyone uses the internet
Radio can reach out to consumers, especially those who think they are not interested or who are not yet in the market
Radio can build up name awareness in advance
In the old days, directories meant Yellow Pages – there were no rivals, and almost every local business was listed there. These days there are not only other directories distributed but various online directories have become hugely popular.
But, online or offline, all these directory-based media work in the same way: people turn to them in their time of need (either urgent need like plumbers or for more pleasant things like wedding hire).
This is simultaneously the greatest strength and the greatest weakness of directories as a promotional medium for business. Everyone turns to them in their hour of need – and completely ignores them the rest of the time.
This is where radio can help. Radio builds up awareness and understanding about a company BEFORE the consumer turns to the directory – this allows the company to stand out from all its rivals (which are of course all listed in the same section of the directory).
Advance brand awareness is invaluable to a business which uses directories – just look at the example of Dyno-Rod who dominate the blocked drains market.
Reaches customers at their time of need...
The most relevant environment
Many have long-established credibility
Directories in almost every household
Tend to feature local businesses
...ignored for the rest of the time
It’s where all your rivals are
Difficult/expensive to stand out
Difficult to make a distinctive offer
Anyone can advertise there (inc cowboys)
Radio can build up name awareness in advance of the time of need
Radio can also add a friendly personality to a company’s image