Can you trust radio?
December 13, 2011 in Organisations
Two weeks ago, I was fortunate enough to attend a networking event for CPA professionals, that was presented by Jon Faine. The topic was in relation to the accuracy of radio and whether it could be deemed as a trust worthy source.
As a marketer with experience in advertising and publications, I found it a worthwhile topic, particularly with his views regarding the changing landscape for media in the 21st century. A summary of his presentation has been provided below:
*Radio has become an integral part of our lives, more so because we are busy people and are often on the run from place a to place b.
*Radio is the only media outlet to not lose market share as a result of social media and new online channels. This is contrasted to television and print media that have both seen a strong decline in readership and viewership. So much so, that the only daily that is profitable is the Saturday newspaper.
*Radio is more respsonsive and therefore plays an integral role in the provision of emergency services, which helps to increase the trustworthiness of its source.
So how can radio help my business?
Easy, as it’s seen as a trust worthy source and is heavily influenced by its target audience, advertising on radio allows you to tap into your key demographics during the time slot and day that you want. It’s therefore more customisable and less static than advertising on a billboard or through print media.
Radio also has a large reach, meaning that you are less likely to be bound by geographical constraints. Through radio it is possible to target all metropolitan areas, rather than just a small section of it.
As radio is a non visual medium, it allows businesses to save costs on design and print.
Radio stations have talent who can voice your commercial, allowing you to create a professional advertisement that meets your business objectives. Lastly, advertising providers such as lastminute radio in Australia provide low cost options to trial radio advertising on select stations before investing in a large campaign.
Until next time,
Cents and Sensibility