Don’t forget the radio

A lot of businesses are beginning to reconsider their marketing spend having curbed it during the midst of the recession. The realisation that this wasn’t and isn’t necessarily the answer or the area in which spending should be cut has become more apparent as businesses begin to look to the future and embark upon seeking more than mere survival.

Whatever industry you're in, one thing's for sure, you need to advertise your products and services in order to grow your business. This is the single, most important objective why you would want to advertise your business - to increase your opportunity for success. Without advertising, you might as well close shop and fold because you won't get an increase in sales if you don't continuously market to your clients as well as your prospective customers.

"Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does."
Steuart Henderson Britt

An advertising medium which is regularly dismissed due to the difficulties in measuring the effectiveness of it is radio. However, there are many benefits which businesses fail to recognise.

It is perceived as the most intimate of advertising mediums as people are so often alone when listening to the radio such as when driving to and from work.

People also tend to develop a personal relationship and sense of loyalty with their favourite radio stations and shows. As a result people may be more receptive of radio ads than other advertising media, as well as trusting the messages and being more likely to have a direct interest in what is being advertised as they are specifically targeted. Radio stations and shows know the demographics of their listeners intimately.

Radio is an everywhere medium, the theatre of the mind which doesn’t require the audience to locate additional materials or objects to fully receive the message. They don’t need to buy anything, locate their glasses nor do they need to know how to read.

And most importantly it’s affordable and speedy in terms of production. Don’t forget the radio, it could be just what you've been looking for!