5 Reasons Radio Really Does Work for Small Businesses


Wondering if radio can be effective for your small business? The answer is yes, it can. It’s working every day for businesses like yours, making a huge impact by building brand awareness and attracting new customers.

We’ve covered this topic before, but if you still need convincing, here are five more reasons to consider radio advertising for your small business.

5 Reasons Radio Works for Small Businesses


1. Mass Reach

According to a June 2017 Nielsen report, nearly 250 million Americans over the age of 12 listen to the radio each week. That makes radio a highly effective, affordable tool for reaching a large audience and growing brand awareness. There is general agreement that a person needs to be exposed to a message more than once before it sticks—repetition of your brand message on the radio can be what keeps your brand top of mind, so when a customer needs your product or service, they think of you.

2. Local Targeting

Radio gives small businesses the ability to target their audience through the right format, station, and specific programming. By understanding your target market and comparing it to the listener demographics for a particular station or daypart, you can ensure that your message is reaching the audience most likely to have an interest in your company and act on your offers.

3. Listener Loyalty

For many, radio is a part of their daily routine, not just long road trips or in the background at parties. Radio wakes them up, it’s on while they’re preparing for their day or driving to and from work, and they listen at the gym or while doing household chores. On average, Americans spend 104 minutes per day listening to the radio. What does that mean? Listeners tend to be loyal, and brands can leverage that loyalty by advertising on the right stations.

4. Listener/Personality Relationship

In addition to being loyal, many radio listeners think of their favorite radio personalities in the same regard as close friends. They value their opinion and are influenced by their testimonials. A strategic endorsement can provide a great opportunity to associate your brand with real, trusted people. In addition, the potential impact of an endorsement often extends beyond the airwaves into social media.

5. Affordability

With its tremendous reach, radio offers a low cost per 1,000 listeners to advertisers. It’s a great way to stretch your marketing budget, particularly when you complement your radio ads with a digital marketing strategy. A consistent message across channels increases memorability and brand awareness.

Radio is an affordable and effective way for small businesses to reach a mass audience and grow both brand awareness and your customer influence. Consider the benefits of radio advertising (with the right media partner) when planning your 2018 marketing strategy.


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