Four States Small Business Blog

It’s hard to believe, but there are still some advertisers out there who think radio advertising is not effective. But consider this:  For the consumer, radio is a free resource. So, it should come as no surprise that, according to Nielsen, more Americans (93%) listen to broadcast radio each week than tune in to TV or use a smartphone, tablet, or computer. What’s more, contrary to what some believe, radio advertising is effective for more than awareness campaigns. Radio is a proven tool for any marketing campaign and can help you reach all of your marketing goals.

Rush Limbaugh recently made a point to remind everyone of the true impact and power of radio, quoting a Washington Times article from this past April that highlighted new findings from Nielsen. In a half-hour audio clip you can find below, the pioneer of AM radio shared why he prefers radio to TV, compelling stats from Nielsen’s second-quarter 2017 Comparable Metrics Report, and a healthy dose of Rush political talk on listenership and stories from around the nation.

Radio remains one of the best formats for targeted mass reach. According to Nielsen, radio reaches 93% of U.S. adults each week, more than any other platform. And it does so throughout the day, across every demographic.

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.