Don’t Tune Out! How Local Radio Advertising Boosts Business

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Don't Tune Out! How Local Radio Advertising Boosts Business
Radio advertising has a surprisingly long history, dating back to the early days of broadcasting itself. The very first radio ad (a 10-minute commercial for an apartment complex in New York City) aired in 1922. That means that radio advertising is over 100 years old – and, believe it or not, that makes it older than sliced bread!

But before you start thinking that radio advertising is nothing more than a relic from the past, think again! While radio ads have come a long way since then (for one thing, they’re definitely not 10 minutes long anymore!), they remain a relevant and powerful advertising tool – particularly if your business has a local focus.

There are several reasons why businesses, especially those with a local focus, should consider using this medium. Here are some compelling reasons why you should consider local radio advertising.

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Local radio advertising benefit #1: targeted reach

Local Radio Advertising Benefit #1: Targeted Reach

Local stations tend to have well-defined audiences. By choosing stations that cater to your target demographic, you can ensure your message reaches the people most likely to be interested in your business. The more targeted your reach, the more likely you are to not waste your advertising dollars.
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Local radio benefit #2: cost effectiveness

Local Radio Advertising Benefit #2: Cost Effectiveness

Compared to other advertising options like television, local radio advertising is generally much more affordable. The short lead times and low cost of production make radio a great option for businesses with limited marketing budgets. And not only is radio more affordable to produce on the front end, it also offers fantastic ROI. One study found that for every dollar spent on radio, advertisers received $7.70 back!

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Local radio advertising benefit #3: frequency

Local Radio Advertising Benefit #3: Frequency

Radio allows you to broadcast your message repeatedly, which is key for building brand awareness and recall. Hearing your ad multiple times can nudge potential customers towards choosing your business. The advertising “rule of 7” states that a potential customer should encounter your brand 7 times before making a purchase decision. Radio can be a key player in hitting those 7 encounters.

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Local radio benefit #4: personal connection

Local Radio Advertising Benefit #4: Personal Connection

Local radio personalities often have a strong connection with their listeners. People tune in to hear familiar voices and grow to feel connected to them over time. This can create a sense of trust and credibility for your business when advertised on their shows.
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Local radio benefit #5: engaging format

Local Radio Advertising Benefit #5: Engaging Format

With its ability to use sound effects, music, and voice actors, radio can easily and effectively capture listeners’ attention – and be memorable. (Who hasn’t found themselves humming a catchy jingle years later?) This can be more effective than static text-based ads, giving your ads impressive staying power.
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Local radio benefit #6: radio complements digital marketing

Local Radio Advertising Benefit #6: Radio Complements Digital Marketing

Local radio advertising can be a powerful tool to drive traffic to your website or social media pages. In fact, radio advertising has been shown to boost online brand browsing by 52% – and over half of that browsing happens within 24 hours of first hearing the ad. By mentioning your online presence in your ads, you can create a cohesive marketing strategy and keep your audience engaged.

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Local radio benefit #7: reaches specific times of day

Local Radio Advertising Benefit #7: Reaches Specific Times of Day

Radio stations often have programs geared towards specific times of day, like the morning commute or during lunch breaks. In fact, radio reaches a larger audience in the morning than other media. This makes it easy to target your ads to air when your ideal customers are most likely to be listening.
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Local radio advertising can play a powerful role in building brand awareness and loyalty, giving your business the boost it needs in a cost-effective way. While it’s been around for over a century, radio advertising is far from a relic of the past.
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Looking to dive into the world of local radio advertising?

Contact MPP today!