Cost Effective and Targeted: How Radio Helps You Do More

Today’s guest blog post is courtesy of Karen Hayes, Principal, Marketing Consultant with Mount Marketing

Think for a minute. While you read this, another company or organization is targeting your customer. Regardless of what you’re offering — a product, service, or even information – another company is offering the same or similar. Advertising channels, once limited to TV, radio, print and direct mail, have exploded in recent decades. Now companies have multiple channels available to them to target and reach your customers: cable and network TV; radio; print; out of home; direct mail; social; mobile and digital among others. When you have a multi-billion dollar advertising budget, you can leverage a strategic combination of several channels to reach customers. But what happens when you are trying to reach a national audience with an advertising budget so limited that some multinational companies could spend more in one market? That’s the reality for some organizations.

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The Radio on Main Street Podcast
Featuring Thomas Hawing, Multicultural
Supervisor with MediaCom

In this episode of Radio on Main Street, Annette Malave, who leads RAB’s Insights team and its multicultural efforts,  speaks with Thomas Hawing, Multicultural Supervisor with MediaCom – the content and connections agency – a GroupM company.

Annette and Thomas discuss the nuances of reaching multicultural radio listeners.  Thomas also recalls some of the successes that he has experienced and touches on the importance of good marketing partnerships. You’ll also get some great advice on how radio can continue to help clients succeed with the medium.

The Radio on Main Street Podcast
Featuring Mitch Bennett
of Fitzgerald & CO

In this edition of the Radio on Main Street Podcast, RAB President & CEO Erica Farber talks with Mitch Bennett, Executive Creative Director of Fitzgerald and CO based in Atlanta.

Mitch is responsible for the creative on such iconic brands as Coca-Cola and the award winning “Long Story Short” campaign for Quikrete, just to name a couple.

News – Listeners Hear All About It

Previous posts have touched on radio’s ability to reach people across age groups, gender, language and locations.  Radio’s reach is based upon many things – community, personalities, music and news.  Yes, news.  Despite technology and social media trends, people continue to listen to news on the radio.

While it may not be surprising that of those adults who believe that radio is a good source for learning and providing information, 83% are radio listeners.  It may surprise you to know that of those adults who believe radio is the most trusted, 30% are A18-34, 56% are A18-49, 54% are A25-54 and 36% are A35-54 – based on GfK MRI data.

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Over-the-Air Radio Dominates —
Complemented by Streams

It doesn’t matter what state or city you are in or even the street you are on, smartphones are everywhere.  Smartphones have become an item that you can’t be without.  Think of the last time you forgot your phone.  Did you get that sick and almost lost feeling, like you were disconnected from everything?  It’s even harder when you live in a city where you commute using public transportation?  You have no choice but to read the signage on the bus or trains and even worse, look at people!!  Yikes.

OK, well maybe that’s a bit extreme, but I’m certain that brought at least a chuckle!  The point is that the smartphone doesn’t replace everything in a consumer’s life, but it does complement it.  Similarly, streaming or online radio complements broadcast radio.

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Complemented by Streams”

The Radio on Main Street Podcast
Featuring Mel Phillips, Legendary Radio Programmer, at the WRKO 50th Reunion

In this episode of the Radio on Main Street podcast, Erica Farber, President and CEO of the Radio Advertising Bureau, sits down with an old friend, Mel Phillips, at WRKO/Boston’s 50th reunion party held the weekend of June 2nd.

Mel is a legendary radio programmer and author. Here he shares some interesting WRKO history as well as his own insights into radio’s relevance today.