When Radio Advertising Will Help You Reach Your Goals - and When It Won't

Stephanie Theisen
Last updated by Stephanie Theisen

As with all marketing channels and media, there are certain goals radio can help you reach – and ones it won’t. The success of any marketing campaign or investment needs to be measured based on what you are trying to achieve – and you should document those as SMART goals. Once your goals are set, then you can determine what marketing mix will help you achieve them.

Let’s look at three goals radio advertising can help you accomplish first – then let’s walk through three example goals radio won’t help you achieve.


Goals Radio Advertising Will Help You Achieve

Before we jump right in, I want to share a video about why radio still works in today’s world of endless media and mobility:

Pretty cool, right? As long as you can imagine it, you can do it on radio. So, if you are imagining any of the following for your brand – turn to radio:


#1: Make a Personal Connection to Your Consumers

Radio-Advertising-on-air-personalitiesRadio is a very personal medium. As a listener, you feel like you are part of the conversation happening on air. You begin developing a relationship with the on-air personalities, and the radio station itself – relying on them for accurate, timely information, entertainment, and music to get you through your day.

As a brand, you can join that conversation and be part of that circle of trust. You will then have the opportunity to connect mentally and emotionally with a station’s listeners, aka your consumers. And because radio is live and local in nature, listeners expect to hear ads relevant to them – in regards to location and even products/services.


#2: Increase Top of Mind Awareness & Brand Recognition

Radio is all about frequency, aka repetition. Research shows that consumers need to hear a message at least three times per week before it begins to sink in, or resonate. With radio, the necessary frequency is possible. In comparison, print and television are considered “reach” media – which put your brand in front of a wide audience, but you don’t get the rate of frequency you need to be memorable.

The right balance between reach and frequency will put your brand in their memory and have them remember you when they have a need for the product or service you offer. Radio advertising will have listeners knowing what you do, singing your jingle, and considering you as an option when it comes time to buy.


#3: Get More People to Your Store and/or Event

Through radio adverting you can increase foot traffic to your location or special event. By using established channels of communication, relied upon sources for news and information, the frequency required for recall, and a strong actionable message, radio listeners will hear you and respond.

That’s just through the radio waves; you also have the option of hosting a live broadcast at your location – which is a lot like having a local celebrity (and all the benefits that come with it) help you promote your event, sale, grand opening, etc.


Goals Not Meant to Be Accomplished Via Radio Advertising

Radio can’t, and won’t do it all – here are a few goal examples radio isn’t designed to help you achieve.


#1: Customer Retention/Satisfaction

While radio will help consumers understand and recognize your brand, it cannot make them happy or satisfied when they become a customer. Because it is all about the quality of service or products you sell, this very large and important responsibility falls on your customer service, sales, and support staff.


#2: Brand Loyalty

Loyalty stems from a buyer’s preferences – which originates from the superior experience your product or service provides the consumer. Radio advertising can’t create brand loyalty, but it can share loyal customer messages and testimonials in an effort to increase brand recognition and create a personal connection with a consumer.


#3: Product Distribution, Placement, or Pricing

Radio is not meant to help define three of the P’s of marketing – product, placement, and price. When defined, radio can help promote all three of those pillars – and create brand awareness. You shouldn’t start radio advertising until you know what you want your consumers to know, share, or buy.

To help businesses make their brand ready for radio advertising, we complete a checklist together. It evaluates over 40 points of contact or interactions between brand and consumer, letting everyone know what needs to be done in order to get your brand ready for radio.

We don’t just want you to advertise on the radio – we want you to successfully advertise on our radio stations. As marketing consultants, we’re here to help you get your brand ready for success on the airwaves, and then set goals to make your radio advertising investment worth every penny.

How Did We Help J.F. Kruse Succeed? Read the Case Study