While businesses are increasingly preoccupied with online marketing channels in the digital age, there’s no doubt that offline media such as print, television and OOH (out-of-home) ads remain incredibly purposeful tools.
The reason for this is simple; as there’s a growing trend for integrated marketing campaigns in the digital age, with these entities capable of increasing exposure and awareness while helping brands to build trust over time.
Radio advertising can be particularly effective in 2021, but why is this the case and what sets it apart from other offline media in the current marketplace?
#1. It’s a Cheaper Option
While television remains an excellent medium for building brand awareness, it has lost some of its lustre in recent times.
After all, viewership habits have changed in the wake of the live streaming phenomenon and the development of more and more channels, while TV has also been superseded by OOH media in recent times.
What’s more, radio can provide a similar level of coverage at certain times of the day, while also costing considerably to target prime-time slots and huge audiences.
When building a sufficient marketing strategy, you could consider taking out a modest business loan to build your radio campaign, and utilise the budget you have left over. This can certainly be justified by increased returns and higher conversion rates over time from having such a solid strategy.
#2. Radio Advertising Allows for Effective and Repetitive Messaging
While radio jingles and messaging aren’t always to everyone’s taste, they are capable of driving repetitive and highly effective messaging that resonates in the mind of customers.
This is a highly important consideration, as while it’s one thing to effectively reach a large target market and optimise brand exposure, it’s quite another to drive engagement, generate viable leads and translate into increased sales conversions.
Simple, concise, and repetitive messaging can definitely help in this regard, especially when dealing with product-oriented campaigns that are intended to be fun and light-hearted.
#3. Target Alternative Radio Stations
Like TV advertising, radio is a medium that affords you access to a varied range of stations, programming and time slots depending on the nature of your business and its core offerings.
This enables you to create a diverse and ultimately effective radio advertising strategy, and one that makes it easier to target predetermined audience demographics and reach your clientele at a time when they’re most likely to be engaged with specific messaging.
This also translates into an optimised marketing spend, and one that’s capable of both realising your objectives and driving the best possible return on investment.
#4. It’s a Flexible Marketing Method
On a final note, radio advertising enables you to procure small amounts of air-time within specified time slots, creating flexible and staggered campaigns that can be stopped or adjusted at any time.
This also translates into a greater sense of freedom and agency, which can contribute to more agile, integrated campaigns that can be amended according to data and real-time insights.