The value of radio for brands

13 Feb 2019

Industry Insights
When you think of the elements that make up a modern-day marketing strategy, radio might not come to mind immediately. However, don’t forget that, together with print and digital media, radio forms an integral part of a successful omnichannel strategy.

To celebrate World Radio Day, let’s take a look at the value radio offers brands:

1. Radio increases brand awareness

It is well known that consumers need to hear a message at least three times a week before it begins to sink in. With radio, repetition is possible because the content works in ‘rotations’ where listeners will hear the same ads airing on a particular station over and over again. Other mediums might not give you the rate of repetition required for your brand to be memorable.

2. Radio personalities are influencers

Radio personalities offer brands a great deal of value due to their loyal fan bases. The familiar voice behind the microphone gives listeners an actual person to connect with and, in turn, listeners develop a loyal relationship with them.

Radio personalities know just how to communicate with their audience and make their listeners feel part of the conversation. When listeners hear their favorite on-air personalities talking about a particular brand, it’s like having a trusted source give them the inside scoop.

3. Radio encourages engagement and live feedback

Radio encourages audience interaction and engagement through call ins, voice notes and messages on their social media platforms.

By voicing their thoughts and opinions, listeners can share exactly what they think about a product or brand, which provides businesses with valuable insights into their audience’s want and needs. These insights can be used to formulate and adjust brand strategies and align products and services.

Radio also offers brands the opportunity to pinpoint the perfect audience and target your sales approach solely to them. For instance, you can choose a station that caters to a certain age group or geographic location, giving your marketing efforts a real chance at success.

4. Radio forms part of an omnichannel strategy

While radio offers many advantages to brands, a truly successful marketing strategy needs to include multiple channels.

An omnichannel strategy is one that allows consumers to seamlessly engage with a brand across multiple touchpoints. This means having the same brand message reach audiences across various platforms.

And how do radio stations know if they've made an impact on those platforms? With a brand tracking service, of course.

Using a brand tracking service like Newsclip allows you to monitor your station's coverage across print, broadcast and online. The insights you receive will serve you – and your brand – in a number of different ways. You’ll be able to keep up to date with the latest trends and industry news, as well as pinpointing exactly where your strategy is meeting objectives and where it needs improving.
Brand tracking is a powerful combination of multiple services, including media monitoring. To find out more about why you should invest in media monitoring, take a look at our blog.