With radio, our primary role is to connect our listeners to our advertisers so both parties can benefit from whatever the product or service might be. We work with 2,500 businesses and organizations like yours so we understand the challenges and opportunities involved in growing your share of the market and your brand. Our first and last thoughts are the results we deliver. The right planning, creative concepts and delivery are everything when it comes to engaging our listener with your brand and so we make it our mission to build the best ideas, relationships and results for our clients.Find out more
Radio targets audiences efficiently because different stations attract different listeners – XS Manchester listeners are worlds apart from Smooth Radio listeners etc. This allows advertisers to talk selectively to the groups they are most interested in. Added to this is radio’s regional/local structure, which means that brands can focus their activity very effectively onto key market areas.
Most radio listeners are engaged in another activity, and this means that advertisers can reach listeners at key “touchpoints” during the day – when they are on the school run, at work, before going out of an evening, and so on. Research shows that advertising which is relevant to what the listener is currently doing is likely to be more effective.
Research shows that radio, together with cinema, has the lowest level of advertising avoidance. People rarely switch stations and are therefore available to listen to any message that is relevant, creative, intriguing etc. This is a great opportunity for advertisers who want to reach out to new customers, or to tell existing customers something they didn’t know.
The original Millward Brown Awareness Multiplier Study showed how radio multiplies the effect of TV and since then the finding has been re-echoed when looking at radio alongside other channels. Radio’s multiplier effect seems to originate in the fact that it is an audio-only medium, and therefore stimulates a different part of the brain.
In the same way that the music industry uses radio to gain airplay of their artists and create chart hits, radio also creates a sense of ubiquity for brands. This is for two main reasons – firstly, because radio ads are on frequently and secondly because listeners tend to spend so long listening (on average 13 hours per week). A brand which is big in radio can create a disproportionately large share of mind for itself.
Radio has always been a strong “call-to-action” medium, and this is even more true in a world where consumers access brands via the internet. The RAB’s Radio: The Online Multiplier study found that radio can drive brand browsing (direct to a brand’s website or searching for a specific brand in a search engine) by over 52%.
Listeners use radio for emotional reasons – to keep their spirits up, to stop themselves from feeling bored in a car or while doing daily chores. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser to appear in.
The majority of people are listening to radio on their own and they will have their own personal experience of the output which is not shared with other people. Radio presenters actively cultivate this relationship so that listeners feel they are being spoke to on a one-to-one basis. This makes for a more powerful advertising opportunity as when, for example, a radio presenter talks about “our friends at Company X”, the listener is hearing about a friend of a friend – and this has a strong effect on bringing a brand closer.
Mark Barber, Planning Director for the Radiocentre explains how radio delivers ideas, relationships and results to advertisers and their customers
Your account manager will have an initial chat with you to discuss your basic requirements and needs for your business. This will really help us to get to know you and what you are trying to achieve.
Tell us what you want, simple as that! What is your overall objective? Who do we want to talk to? What do we want them to do? Why should they do this? All of this helps us form the perfect brief for your campaign.
Your brief will be answered by some of the best creative talent the radio industry has to offer. Once the campaign goes live wait, anticipate and be excited by the results!