Every medium has their strengths. The key is to utilize each medium for what it does best in the context of its accompanying challenges.
Here is a Vamonos quick appraisal of how different mediums may benefit your active marketing plan.
Consumer acceptance of new media technology has taken its toll on the impact of all traditional media including Radio. But Radio’s challenges have also largely been self-induced. Internet radio, satellite radio and i-pods have each took a share of terrestrial Radio’s weekly audience. At the same time the consolidation in the Radio industry has also robbed this medium of its unique localization and format variety—which has further fueled the exodus of listeners to new mediums. Yet, Radio is still a viable medium that can play a big part of your total marketing plan.
• Radio is a great medium for staying up with busy consumers as they listen and catch your message at home, in the car, at work or… while jogging
• A strong suit of Radio is being a “word” medium. There’s mighty power in words. With the right words and delivery Radio can effectively sell the intangible benefits of your business, i.e. trust, care, professionalism and expertise. While these are intangible, they’re also very real reasons why consumers will do business with you
• Radio is a great medium to promote events. From festivals, to concerts to store promotions, Radio can both deliver the hype and the traffic
• Demographic targeting is essential to any marketing campaign. Use the diversity of Radio formats and demographics to select the stations that zero-in most efficiently to the consumers targeted in your campaign
• A seldom sung story of Radio is its advantage of “recency”. That is Radio’s ability to reach consumers closest to the point-of-purchase. If you’re a restaurant promoting dinner specials you can use Radio to advertise in the afternoon when consumers make dinner decisions, often as they’re driving home from work—listening to the Radio!
• Every good outside media campaign needs a strong combination of Reach and Frequency. Reach is the number of people exposed to your message and Frequency is how often they’re exposed to your message. Radio is still the most cost-effective media to achieve favorable Reach and Frequency.
• The Radio industry would like to remind advertisers that the new technology comes with limitations and often a cost. As they proclaim: Radio is still local, immediate and free
• The cost to produce a good Radio commercial is significantly less than constructing a message in many other mediums. With this benefit, more of your investment can go towards buying additional air time.
• Use your Radio message to draw interest to your business, promotion or event—then direct listeners to your web site for further information