A broadcast medium such as radio can be very effective in reaching a key demographic. Because most radio stations are limited to a particular genre of music – such as pop, classical, urban or country – their listeners often possess similar characteristics. In combination with accurate marketing research, a radio marketing campaign can communicate a promotional or marketing communications message to a target segment with a high degree of success.
Understand the Audience You’re Trying to Reach
While audience segmentation is important, you need to understand who you’re trying to reach. When your goal is finding and utilising the best time and radio space, it’s vital to understand when as well as how your audience is listening to the radio.
Do you understand when and how your audience will be listening? If it’s most likely that they will only be listening while driving, you may want to target drive times for your advertising. However, considering that these times are a great way to reach people in their cars, as an advertiser, you should be willing to pay more. You can also attempt to target listeners at work, utilising online radio platforms for your advertising.
Focus on your message before Hyper-Targeting segments
Once you’ve had the framework of when to advertise and on which formats, etc., you may think that this means that it’s time to get into your audience segments. Sadly, the segments aren’t going to matter if you don’t have a powerful, creative message.
As a brand, you need to be creating a relationship with your audience and determining the best way to say the correct things to the right people.
Integrate and Synchronise Your Marketing Efforts
The new consumer journey is a disjointed one which is split between any number of channels. Only using one channel for any particular campaign is condemning that campaign to negligible success. When integrating as well as combining advertising, businesses have seen a 21% increase when adding TV in addition to a 23% lift when you add online marketing.
However, there is a balance to strike among integration across channels and “spraying and praying.” Your marketing will not be as efficient as it can be if you’re spending a little bit in all places instead of concentrating and controlling select channels.
By establishing a multichannel campaign that mixes radio with efforts in digital, social media, outdoor, and print, it is possible for you to run a larger, even more, successful campaign. You can also synchronise your campaigns to amplify your brand message fully as well as individual campaign messages.
