Radiocentre launches ad campaign to support Brilliant Businesses across the UK

Campaign uses voices of real business owners from across the UK who have leveraged radio with great success in their own campaigns.

Radiocentre, the industry body for commercial radio, has launched a new drive to promote radio advertising to small and medium sized enterprises. Backing Brilliant Business which has its own dedicated hub on Radiocentre’s website, provides guidance, insight and inspiration to help companies utilise the power of radio to grow their business.

A new advertising campaign has been launched to support the initiative featuring success stories of businesses across the UK who have used radio to boost search performance and increase awareness beyond social media.

Evidence shows that businesses that advertise on radio are more trusted by listeners – with an increase in ad awareness of 48%. Furthermore, as small businesses increasingly turn to search and social media, advertising on radio is shown to increase search performance by 52%; enhancing digital channels and often driving the cost down.

It’s not just research claiming the virtues of radio, however. The power of the medium is demonstrated in the success stories showcased in the campaign, which include cosmetic dentist, Smile In A Day, and shopping centre White Rose, which have both seen long-term success through radio campaigns, along with virtual receptionist, Moneypenny, which turned to radio at the start of the pandemic, resulting in increased awareness and call volumes and more efficient investment in digital and search.

The Backing Brilliant Business campaign includes a national radio campaign, promotions on SME trade sites, on LinkedIn and targeted social media ads. It follows the Backing Brilliant Masterclass; a live event for SMEs looking to utilise radio advertising, which can be viewed here.

Radiocentre’s Client Director Lucy Barrett comments:

“Radio has traditionally been used by local advertisers to grow awareness in their area. But over the last few years we have seen new advertisers in the market who have only ever used search or social media to promote their company and we know they are missing out. Radio can really help. Research has proven just how much more likely people are to search for businesses after hearing about them on the radio – and it’s one of the most trusted and cost effective media channels.”

Companies across the UK can find out more about radio advertising and find stations in their area via the Backing Brilliant Business hub.

Listen to the ads here: