Whether you read ad industry trades, online or print news, there are always articles referencing millennial influences or changes impacting boomers. However, there is very little attention paid to Generation X, which Pew Research referred to as the ‘middle child’ in a 2014 article. Sandwiched between two larger generations, Gen Xers who in 2017 are somewhere between the ages of 38-52, are a much smaller group in size and therefore are often overlooked by marketers.
According to the Bureau of Labor Statistics (BLS), Generation X spends more per household annually than any other generation – approximately $67K which is almost $20K more than what millennials spend. Additionally, they have the highest household income compared to the other generations.
So how do you reach this often over-looked and valuable generation? With broadcast radio — of course.
Continue reading “Radio speaks to the “Middle Child””
It’s time to get ready and get shopping for Back-to-School (B2S). If you think it’s too early to reach those consumers, think again. According to Deloitte’s 2017 Back-to-School survey, 71% of B2S shopping occurs during an eight-week period – July through August.
As the medium used closest to the moment of purchase, radio can help influence where they can get the best deals. According to this same Deloitte survey, consumers are shifting from shopping at larger department stores and specialty channels to mass merchants and off-price venues. Additionally, 20% of the respondents had not yet decided if they would shop in-store or online and “might be persuaded by targeted promotional efforts.”
Continue reading “Attention Back-to-School Shoppers”
July 4th. On this day 271 years ago, the Declaration of Independence was signed. In commemorating the occasion, we celebrate our collective patriotism and most importantly, remember all those who have and continue to protect and serve our country.
During this holiday like so many others, radio stations across the country will celebrate, honor and recognize those who have served and continue to serve – both overseas and in our communities. Radio as a live and local medium has the ability to bring listeners of like minds, passions, interests and lifestyles together. Radio celebrates with its listeners every day.
Continue reading “Celebrate with Radio”
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.
Continue reading “Cost Effective and Targeted: How Radio Helps You Do More”
In recent years there have been studies and articles about millennial males and the increasing impact they have on purchases for everything from food to personal care. While this may be true, it is because the role that men play in today’s American families has changed and continues to change.
According to Pew Research Center, “fathers today who live with their children are taking a more active role in caring for them and helping out around the house. And the ranks of stay-at-home and single fathers have grown significantly in recent decades.” The number of stay-at-home fathers varies based upon the source, ranging anywhere from 215,000 to 1.3 million. Anecdotally, we all know that the number continues to grow – we hear about it more and more from friends, colleagues and family members.
This post is not intended to focus solely on stay-at-home dads, but to highlight how efforts to reach the male audience today has changed and is reflective of the shift in their role at work, at home and with family. In the U.S. today there are nearly 120 million men 18 and older. So here’s what you need to know.
Continue reading “Men are Shopping, Buying and Listening”
Previous posts have focused on radio’s diversity – its diversity of music, formats and ability to reach different age groups. Radio also reaches a diverse audience – general market, Hispanic and Blacks/African-Americans.
According to African-Americans: Demographic and Consumer Spending Trends, a report released by Packaged Facts, African-American buying power grew 27% to $1.3 trillion – from 2010-2015. That buying power is forecast to grow 16% from 2015-2020.
While many pieces focused on Blacks/African-Americans’ rise during Black History Month, it’s important to note that this is a powerful consumer segment that should be reached for more than just that period of time. Read on to learn about some of the powerful ways that radio reaches this target audience.
Continue reading “Radio Reaches a $1.3 Trillion