Radio advertising is less effective nowadays mainly because most people are streaming music and using numerous platforms to in order to get their news, music etc. Marketing on the streaming services we consider online marketing, separate from offline. There are segments though that can still be very effective and because many businesses choose to ignore radio, it can give you a strong source of new clients.
However, it is something that needs to be thoroughly researched in your specific market and also depends heavily on exactly what service you are trying to promote. Some services simply are not a good fit for radio – others can be if the right things fall into place. With that said, there are certain scenarios where it can be very advantageous for you but because there are so few options out there – we will not share any of our ideas online. They are simple enough but very effective. However, because we feel that the market share of radio advertising (listeners) has dropped it is not in our client’s best interest to share any of our insights on marketing ideas here.
We also realize that there are studies that show that 92% of American’s still listen to the radio – many things are missing from this study and there are a lot of definitions that are quite broad. This does include radio, internet radio, podcasts and what else. Technically, the radio is on when I start my car, prior to my Bluetooth connecting to the vehicle – but I have not actively listened to the radio in quite a long time. But since my radio is on when the car starts, am I part of the 92%? (The newer study now says 83%, one year later) .
In certain markets and for certain services it can still be extremely effective and we can help you evaluate, prepare a marketing plan for it and implement that plan if it is a right fit for your practice. Also, we love to assist in pricing negotiations and acting on your behalf will be able to get you a much better deal.
We do have clients that have been extremely successful on the radio but again – it is very dependent on what services are being marketed and to what target market. It is worth considering with an open mind knowing that chances are higher that radio advertising will not be a good fit for you. Nevertheless, if it ends up being a good fit for your business then we will put you in the best possible position in order to be sure you succeed and through our tracking, know you succeeded.
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