Awareness is not typically a problem for big national brands. They’ve had time to figure out how to use radio effectively to make their brands a household name. If your business is just starting out, you need a branding campaign that creates awareness over time, letting potential customers know who you are, what you do, where they can find you, what your value proposition is, and what sets your business apart from the competition. 

So, what are some things you can do to unlock the value of radio? Here are some suggestions to help you build brand awareness and win new customers. 

Influencers 

Don’t underestimate the power of influencers. While many think automatically of social media, a beloved radio host can be one of the most influential people to recommend your brand, or services as well. Popular on-air hosts have built a loyal following of listeners who trust their recommendations. Influencers can improve ROI, returning $5.78 for every $1 of marketing spend.  

National radio personalities like Delilah, Howard Stern, or Ryan Seacrest are an advertiser's dream. However, you can't discount the power of local influencers, particularly for small, or new businesses. Remember, local radio celebrities are seen on social media, television, magazines, guest appearances, and more, increasing their reach and influence. Considering that 82% of consumers say they would use a product highlighted by an influencer, it makes this an ideal method to increase your marketing effectiveness and, in turn, your ROI for your ad dollars spent. 

Quality of Creative 

Your marketing creative is a critical component of your campaign, influencing how the audience feels about your brand and how well the message is communicated. Strong creative leads to higher incremental sales. One study credits creative quality as the most influential factor in driving store lift. The same study also shows 49% of a brand's sales lift is due to their advertising creative, with a staggering 47% of that percentage directly influenced by the quality of the ads   

Seventy-five percent of brand and ad recall was determined by the quality of the creative. Getting the best results from your creative means considering and testing the quality throughout the campaign. Facebook Business conducted a study to prove the predictive qualities of creative pre-testing on the success of ads using Frito-Lay brands and three different pre-testing methodologies.  

The results showed that pre-testing correctly identified the most effective ad, finding the brand and product benefits were well integrated, leading to strong brand recall. A-B testing utilizing AI software, like Veritone, lets the advertise measure the effectiveness of one commercial versus another. It can also tell you what days and times of the day you’re seeing your highest returns for the creative your airing. 

Attribution 

A radio campaign can significantly increase website traffic. According to RAB, a study of 2,157 ads encompassing eight brands showed a 29% lift in Google searches attributable to radio. Radio drives and lifts all digital engagement.  

Radio is also highly effective when combined with other media such as television and cable because radio reaches more people during the day while television and cable are more heavily watched at night. 

Some important considerations:  

• What are the best radio stations to use, based on the consumers you’re trying to reach? 
• When should you run your commercials? 

• When are your target consumers most engaged? 
• What types and lengths of commercials are most effective 
• How are these commercials influencing online activity? 

Frequency & Reach 

A common misperception among advertisers is that drive time is the only effective time slot to run their commercials. The reality is that the most effective way to increase your radio ads' reach is by running them across multiple time periods. Spacing your ads out across the morning commute, evening commute, and work hours allows your message to reach all the station's listeners. Big reach schedules take time to build frequency, achievable with more commercials across multiple times and in multi-week campaigns. 

Frequency creates a high impact with the station's listeners, reaching the right people at the right time. The optimal number of radio spots is between 30 and 40 commercials per week, achieving a 2-3x frequency. A good media partner will not only help businesses determine the right amount of frequency but can help you craft a well-thought-out campaign. Radio advertising increases in efficacy over time, which is why the most recognized brands continue to invest in regular radio campaigns.  

Use the Right Tactics to Make Radio Even More Effective 

While it is widely known that radio is a highly effective marketing platform, not everyone knows how to use it effectively for the best results.  Understanding the importance of influence, content, frequency, and attribution gives advertisers the power to supercharge their radio campaigns. Knowing how to implement these tactics and incorporate them into a successful radio campaign strategy isn't second nature but takes experience and expertise. Work with a respected media partner to get the most from your radio advertising.