Radio Bite: Positive associations

Radio is a powerful and often underutilised platform for advertisers. During these unprecedented times our Radio Bites series will give compelling reasons for brands to continue to be heard on the airwaves and why consumers will be listening.

In an article for WARC, behavioural planning experts highlighted that a long-term change in consumer behaviour is likely because of COVID-19. Life events (such as having a baby or starting a new job) drive a change in consumer habits, with psychological uncertainty leading us to re-evaluate our current behaviours and disruption breaking our existing habits. COVID-19 is no different.

We have seen panic buying lead to short-term increases in certain purchases, but there may be a long-term impact on buying habits too. This means that brands may be welcoming new customers but also need to maintain the existing customer base. 

The article suggests three key strategies for brands in this time of disruption. How does radio fit into this?

1. Build brand salience

Brands need to build front of mind awareness among both existing customers and potential new customers who are on the lookout for a new brand. Radio: The Brand Multiplier shows that radio advertising boosts the effects of brand communication, helping brands spring to mind more easily.

2. Build brand empathy/trust

Brands will be remembered for the good they have done, large or small, during this period of uncertainty. Our Breaking News study demonstrates how radio is the most trusted medium for news, and Radiogauge data shows that people exposed to radio advertising are 32% more likely to trust a brand.

3. Adopt the “peak-end rule”

People judge an experience based on the most intense point and at its end. Brands providing a positive experience during this life event will gain positive associations from consumers in the long term. Triggering surprise can intensify those feelings. According to our study Audio Now, a key role of live radio is serendipity, and The Emotional Multiplier showed that people are twice as happy when listening to the radio and that this effect extends into the ad break making people more receptive to the advertising, the perfect basis for a positive campaign.