Radio as an aftermarket medium: radio advertising in local marketing

Radio as an aftermarket medium: radio advertising in local marketing

Whether digital or analog, radio accompanies many people through their everyday lives. It tells us about the latest news over our first coffee in the morning, provides information about traffic and speed cameras on the way to work, and makes the day easier with music and entertainment topics.

Radio is everywhere

It often runs on the side, in the kitchen, in the office, in the shop or even at the hairdresser. Even those who are not actively listening to the radio themselves are constantly confronted with it in their environment. As a result, it is almost omnipresent and reaches a wide range of people in a wide variety of situations, which also makes it interesting for marketing and local advertising.

Radio advertising for local partners

In particular, local radio, which is only available in a specific region, radio advertising is also becoming increasingly popular for local marketing. By broadcasting radio commercials, a very large number of people in a region can be reached. This is usually also a rather heterogeneous target group that covers almost the entire society. This is particularly beneficial for local retail companies and insurance companies. With just one spot, many different people can be reached. The presence in listeners' everyday lives makes the company or the partner/location generally better known. This not only reaches potential customers, but also works on the general recognition of the brand.

Convincing on the audio track

Compared to print ads, radio advertising is often more memorable and successful. Conveying via the audio channel creates an image in the listeners' heads and creates a more convincing impression than through pure text. A pleasant speaking voice ensures that the target group can establish a personal relationship. In combination with memorable jingles and pieces of music, the advertising message can remain in the memory of customers for a long time. However, this advantage also poses risks. By choosing a particularly eye-catching, rather disturbing, voice, the image of the company can also be negatively influenced by the commercial.

Radio advertising in decentralized marketing

This can lead to problems, especially for smaller branches and partners, as there is sometimes not enough experience or marketing knowledge available. Radio commercials, which can be supplemented with an intro or outro, are therefore particularly advantageous for decentralized companies. By providing the individual spots from the marketing center, local partners can supplement and personalize them with their own data and thus use them quickly and effectively in local marketing. As a result, advertising can also be carried out effectively at regional level, for example on the respective local radio station.

Benefits of radio advertising

• Reaching a wide range of people easily
• Heterogeneous but regionally restricted target group
• High presence in people's everyday lives and accompanying medium
• Increasing brand awareness and positive connotations
• Strengthen personal ties through voice
• High memory value through jingles and music