As I sat stuck in stop-start traffic on switch from 183 East to the Turnpike this morning, I was reminded of the power of advertising. Here I was, switching back and forth on my preset channels, looking for a morning rush talk show that I like. What was marked as a 20-minute commute on my phone was suddenly a 45-minute frustration.
Now, I’m never really one to plan my meals; I tend to let my mood decide or just skip lunch all together. However, I was quickly persuaded to get a sandwich today, as Subway, a favorite of mine (that I completely forgot about for some reason), played a simple commercial while I stared at the tail lights in front of me.
This small act made me think—maybe there’s something to radio advertising that’s worth talking about. Perhaps this seemingly old-fashion, slightly intimidating medium isn’t so removed after all, and, in fact, could really benefit your business specially if your audience lives or works in Dallas / Fort Worth.
- Your customers are always driving [and probably stuck in traffic]
Whether your target audience is C-level executives, college students or stay-at-home parents, they’ll spend some time driving. The INRIX 2017 Global Traffic Scorecard reports that Dallas drivers each spent an average of 54 hours of last year stuck in traffic (about 6%), ranking Dallas as one of the top 30 global cities that has high traffic congestion. As maddening as that is, it couldn’t feel more accurate. Does this mean that your customers listen to the AM/FM radio while in their car? With this fact alone, probably not, but you have already increased your reach out of shear probability.
- DFW has a huge music scene that utilizes the radio
Between live music at restaurants or festivals and concerts at the American Airlines Center, it’s obvious that DFW is a place of music lovers. How does this help you? According to a 2017 Nielsen State of the Media Report, AM/FM radio reaches more Americans each week than any other platform (including phones and television). This means that, with a strong strategy that focuses on your target audience and their preference in music, you can create a planned approach to appeal to your local customers.
- Your customers may need a medium changeup
If your print and video campaigns seem to fall short, it could be an issue with impact. While we work within the average attention span of eight seconds, it may be harder than you realize to make an impression. In 2017, the IE School of Human Sciences & Technology (via the American Marketing Association) conducted studies showing that “the average consumer is exposed to up to 10,000 brand messages a day.” What’s more, “consumers switch screens up to 21 times an hour.” That’s a lot of information to take in visually.
In this case, the Radio Advertising Bureau infers that radio can be used as additional medium to your regular channels, as a form of recency (or brand reminders). This small form of reinforcement can boost your reach and presence, so they’ll be reminded of you when they need your product or services. The concept is exactly how the Subway advertisement quietly persuaded me to have a sandwich for lunch today.
Where do you start?
Our team can help you identify who specifically are your customers and their needs. Once we know your advertising goals, we can strategize with you to make the most of your radio advertisements. Check out our services.
Photo credit: The Dallas Morning News
Amanda Lovewell is a copyeditor for bloomfield knoble. She works to keep the brand voice intact for us, and for our clients. She lives for any form of artistic expression, especially music. One day, she would love to travel creating short stories about her misadventures.