Industry professional Justin Steinle explains how radio drives more than just calls.
As consumers are cruising down the highway listening to the radio, often time they hear short-form radio advertisements. As they hear these advertisements with frequency, the brand and catchy messaging gets embedded in their memory. If there is a toll-free number listed within the creative, this will be the consumers typical method of response.
The secondary method of response will either be through a unique tracking domain or search results. In today’s technological era, consumers go to the Internet and Google your brand for further research. Therefore, having a strong Internet presence for you brand is key to success.
A study conducted by the Radio Advertising Bureau shows radio can increase search results by 29%. This will always be a case by case basis depending on numerous factors.
This study reviewed six categories: automotive, eCommerce, insurance, auto aftermarket, jewelry retail, and wireless communications. They also used same date, time, and market to establish this result. During this study, it also reflected that search levels varied by day part with morning drive and midday with the highest search levels at 32% – 33%.
In conclusion, this emphasizes the importance of multi-channel marketing as it shows how radio is a complementary media channel to your foundational website.
Radio Advertising Bureau *An anlaysis of 2157 ads across 6 categories in 31 markets; June-July, 2017. RAB: Radio Drives Search, Sequent Partners, Media Monitors, In4mation Insights, 2017
Direct Response industry professional Justin Steinle explains the difference between Brand versus Direct Response advertising;
Many local businesses take the approach of Brand Advertising as they’re commonly pitched by local newspapers or television sales representatives on the media options available within a local network. Typically, they’ll position you with a Brand advertising campaign, but is this right for your business?
Brand advertising allows you to create awareness with your local market, which a consumer may then think of your business when the time is right, but that could be months to years down the road. Whereas Direct Response advertising your business with both brand recognition and a desired action to get the consumer to take action by calling, visiting a website or stop by your place of business.
So depending on your business goals, make sure you’re executing the strategy for your business goals.