I admit. I LOVE radio!
My love affair with radio began when I was 12 years old, and came down with a very bad case of the Mumps. I was stuck in bed for three weeks with nothing to do but read Nancy Drew books and listen to the radio.
In those three weeks radio became my best friend, and I learned the lyrics of every top hit on the air – including Abba’s Dancing Queen.
Now when I hear or read that radio is dying, I just have to argue back. In fact, I’ve recently noticed that radio advertising here in Nova Scotia seems to be making a glorious comeback! I’m thrilled to hear so many small and medium businesses bringing their brands to life on the airways.
In days gone by, families would gather around the radio to listen to news, music, and entertainment. Though there’s no shortage of competition for getting your audience’s attention these days, radio has managed to evolve and survive.
Here are my arguments for why radio is still highly relevant, and why it’s a good time for brands to take a serious second look at this maligned medium.
Strong listener loyalty.
Radio is an intimate medium. Because many people listen to radio when they’re alone, whether driving, running, or working around the house, listeners can create a strong bond and become loyal to their favourite stations.
Radio stations know their audience demographics extremely well, which means that your radio advertising will reach the age, gender, and economic status you’re hoping to target.
Cost efficient and time efficient.
The cost of buying radio spots is pretty affordable when compared to television, direct mail, or print advertising. It also requires less time and fewer resources to produce a radio ad, which makes radio a highly efficient and cost-effective addition to your media line-up.
Creative and flexible.
Radio stations are open and flexible. They will work with you to come up with creative ideas that support your success, including giving away promotional items, contesting, hosting you live on-air, and even holding remote broadcasts from your place of business.
A major advantage of radio advertising, particularly for direct response advertising, is that it allows you to track results quickly and accurately. If you are not getting the results you want, creative messaging can be adjusted swiftly and cost-effectively.
Radio is evolving.
Radio has evolved to address advances in technology. Various internet distribution platforms, including streaming, MP3 and podcasting, is helping to keep radio relevant and accessible via computers, tablets, and mobile phones. Radio is not just for the older generation, so don’t throw it out with the typewriter!
I LOVE these videos by Jim Elliott, Chief Judge of the Radio Mercury Awards which provide hilarious examples of what NOT to do on radio ads:
And here are his tips on how to do great radio ads:
Finally, for examples of great radio ads, listen to some of the finalists of the 2015 Radio Mercury Awards:
If you need more convincing, check out the following link from the Radio Advertising Bureau where they outline their 10 reasons to consider advertising in your mix.