Foot traffic is essential to running a brick-and-mortar business, as more traffic opens up more opportunities for sales and customer engagement. This, in turn, leads to higher revenues.
Radio is one effective way to boost in-store traffic. In fact, a recent study conducted by TagStation LLC found that radio ads drive a 22 percent traffic lift for retailers on average. Understanding the different ways radio can drive foot traffic to your business can help you decide whether it’s a good fit.
In the study mentioned above, radio attribution capabilities were used to analyze specific customer behaviors like foot traffic to identify trends and optimize campaigns. The study analyzed 1.5 million radio spot plays for 10 brands in the top 100 US markets, collecting data from listeners from April to June 2018.
Key findings from the study indicated store traffic lift saw the following increases:
32 percent in Automotive
32 percent in Beauty
23 percent in Quick Service Restaurants
7 percent in Home Improvement
In addition, there were higher average store visits from listeners who were exposed to radio ads on Saturdays and Wednesdays, and higher average store visits from listeners exposed to radio ads on Top 40 and Adult Hits radio formats compared to listeners not exposed.
Why does radio drive store traffic?
Radio has the potential to impact listeners in a variety of ways. Below we’ve shared a few ways radio advertising can help you drive store traffic.
Radio reaches consumers at the point of purchase
When it comes to listening to AM/FM radio, more than two-thirds of listening occurs away from home. On average, this is usually when people are working or close to the point of purchase when they are shopping. Hearing an ad during these critical moments can encourage them to take action, such as visiting your store.
Radio leverages influencers that impact consumer behaviors
On-air personalities have fostered a high level of trust with their audiences. In fact, 8 out of 10 listeners say they would consider trying something that was recommended by their favorite radio personality. This type of influence can also help to drive traffic into your store. As reported by the Radio Advertising Bureau (RAB), a major telecommunications company ran a radio campaign that leveraged the power of local radio personalities both on-air and in social media. As a result, the company saw 30% more store traffic than non-endorsement markets.
Radio keeps your business top of mind
Radio ads are designed to maximize your reach and frequency. This increases overall brand awareness and visibility, and draws immediate recall when consumers are shopping for your products or services.
Considering the potential benefits, radio can make a tremendous difference in your business’s foot traffic and, eventually, the bottom line. The additional gains - such as increased brand awareness and visibility - should give you even more reason to utilize the power of radio in your marketing strategy.
The marketing experts at Zimmer have years of experience in this area, helping businesses realize their true potential through strategic radio campaigns. Learn how we can help your business tap into the power of Joplin radio to drive in-store traffic, thus increasing sales and growing your business.