A Quick Example of Why Radio Advertising Works!
Submitted by: Jamal Parker, General Sales Manager, Clear Channel Radio, WUSL "Power 99FM"
Picture yourself driving down the road on a sunny Saturday afternoon. You’ve packed up the kids and are headed over to Ashley Furniture to pick up a new bedroom set for your teenage daughter who has completely outgrown the Dora the Explorer matching daybed/dresser combo Aunt Bunny bought her for her 4th birthday. As usual, you and the kids are listening to your favorite radio station, singing along to that catchy new Danity Kane song they’ve been playing oh so frequently lately. "Damaged, Damaged, I thought that I would let you know..." As the song begins to fade the DJ mentions something about an upcoming concert with Justin Timberlake and some other groups. As his words trail off an upbeat commercial spot begins to play. Something about a furniture sale. Wait! Did they say 50% off? They repeat, and yes, you heard right, 50% off all makes and models this weekend. Where was that? The Dump? Hmmmm... you wonder. Isn’t there a Dump over by Valley Forge? Heck, that’s about 10 miles further than you had planned on going but for a deal like 50% off it might make good sense to see what they have to offer. You make a quick detour and head over to The Dump to check out their selection and sale prices. Dum da da da (regal trumpets sound)! For The Dump, Radio just saved the day. If only Ashley Furniture had opted for that Radio advertising campaign rather than the extra 1000 direct mail pieces of which the return has been pretty bleak.
Often times Radio is your last line of defense against the myriad of marketing efforts launched by your competition. Radio is one of the only advertising mediums that can elicit the type of response like the one I just illustrated above. Think of that! With the right message, placed at the right time, with the right frequency, Radio has the power to alter the course and intentions of your perspective customers that, without Radio advertising, you may otherwise miss out on.
This is place where I throw in some numbers and statistics to support my claims. According to a recent study by RADAR, an independent research firm, Radio reaches 93% of all consumers each and every week. Imagine that... An advertising medium that has the ability to reach 9 out of 10 of your potential customers who are spending cold hard cash each and every day of the week. With the right message, they just may be in the market to spend that cash with you. This isn’t hard to believe seeing how easily available Radio is just about everywhere you go but it’s in car listening where Radio’s strengths really come into play. Over 46% of all Radio listeners do their listening in the car. Whether they’re driving to work, from work or dropping the kids off at soccer practice, Radio provides you with the opportune medium to reach a completely captive audience.
Don’t take my word for it! Take it from some of the largest Radio advertisers out there. Ask the McDonalds, Budweisers, Coca-Colas of the world. No matter the demographic, no matter the business, Radio has a format and station to match your marketing needs. Simply put, Radio is a time tested, proven medium with a track record of success reaching your target consumers, and when done correctly, will undoubtedly yield your business significant growth and return on investment.
Jamal Parker is the General Sales Manager of WUSL "Power 99FM", a local Radio Station with over 25 years in the Philadelphia market. He recently relocated from Las Vegas, NV where he resided for the past 14 years. His insights on advertising stem from over 15 years of successful business management experience, the majority of which he’s spent assisting a variety of owners and executives in growing their businesses utilizing the fundamentals of Radio advertising.
For more information, contact Jamal Parker at (610) 784-53084 or JamalParker@clearchannel.com.
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