Four States Small Business Blog

Putting all of your eggs in one basket can be a costly mistake for advertisers if you lack proper strategy and focus. For example, some might think all they need is traditional. Maybe radio or TV has worked before, so why complicate things by adding digital to the mix? But in reality adding digital could mean updating your website and making sure you’re following SEO best practices. On the other hand, younger marketers who gravitate primarily towards digital (it’s what they know!) are missing out on traditional opportunities.

Radio is a rare media channel that reaches nearly all Americans at some point in the day, each and every week. Reaching 91% of Americans over the age of 12, radio provides mass reach, maximizes frequency, and in combination with the right psychographic and demographic data, offers effective targeting. But that alone shouldn’t convince you that radio is a good fit for your marketing strategy.

At a time when consumers are digitally-connected around the clock, radio continues to be a reliable source for many things and stands out above the digital noise. Whether it’s hearing familiar songs, jamming out to today’s latest hits, getting critical information during a disaster, the latest news, or learning about important events in the community, consumers trust their favorite radio stations and personalities to get them the information they need when they need it. Also, radio proves to be an important channel for businesses to communicate their message to their target customer.

There are more than 63,000 searches per second on Google. Your business should be among those searched for, and radio can help make that happen.

If you find yourself avoiding the task of developing an annual marketing plan, you’re not alone. You know the new year is right around the corner, but it’s also a very busy time of year for most businesses, with the holidays approaching and end-of-year activities going on. It’s easy to view planning for next year’s advertising as too time-consuming or too expensive during a period of time when resources are stretched thin.  But consider this sobering fact:  Businesses without a marketing plan are more likely to fail.

If you’re in the business of selling products or services to other businesses, then you’re what’s known as a B2B or Business-to-Business enterprise. Okay, so you already know this. But did you know that radio advertising works great for B2B, too?

Music has always captured emotions, and by using the medium of radio for your advertising needs, you can harness the attention of a captive audience—loyal listeners—who are primed to hear your message.

I’ve been in the broadcast industry for nearly 30 years. To this day, I still remember how excited I was to get started. Just imagine, a 19-year-old boy so excited he could barely control himself. I knew I would be talking to thousands of people at once, playing their favorite songs, and keeping them company throughout the nighttime. For a 19-year-old kid, this was a dream come true.

At the end of Q2 2017, Procter & Gamble, the biggest advertiser in the U.S.A., announced that due in part to the fact that it cut back its digital marketing budget by as much as $140 million, it was able to beat earnings expectations. Specifically, despite a slump in consumer spending, P&G reported a 15% rise in all-in net earnings to $2.3 billion, or a percentage point of profit margin, and at least half that gain is a direct impact of cutting its digital advertising budget.

When it comes to marketing healthcare, radio might not be the first thing that comes to mind. However, 2017 is a great year for healthcare brands, practitioners, and hospitals to consider marketing themselves on the radio.