Should radio be part of your business’s advertising strategy? What’s the right mix of media for your marketing plan? Today, there are more media options to choose from than ever before and getting a strong return on your marketing investment often depends on getting the media mix right. If you’re not sure how to determine what the right mix is, here are some factors that will help you decide where radio advertising and other marketing mediums best fit into your plan.
1. Radio Offers Mass Reach to Build Awareness
For years, research by The Nielsen Company has shown that radio is the number one reach medium in the country. The 2018 report is no different. Every week, more than 93% of Americans tune into AM/FM radio. That’s more than watch television, use smartphones, tablets or computers. And that’s just over-the-air listening, streaming of radio stations continues to grow online, on mobile apps and over home audio devices, such as Amazon’s Echo and Google Home.
Contrary to some perceptions, radio has been extremely resilient in the digital era. Even with the rise of digital platforms, radio has maintained a strong reach. TV, on the other hand, is eroding in the face of ‘cord-cutting’ among cable customers and increased use of on-demand streaming services such as Netflix and Amazon Prime.
So, if your business depends on reaching a large percentage of potential customers in your market area to build awareness, radio makes sense. And you’ll find that on a cost-per-reach basis, radio is among the most economical advertising platforms you can choose from.
In another Nielsen study, radio advertising resulted in a 64% increase in new customers for an auto aftermarket retailer. Why? Radio advertising won new customers for this retailer because it reached a large percentage of potential customers in the market and it delivered the advertiser’s message with high frequency. This resulted in increased brand awareness and an increased likelihood to buy—just the formula for winning new customers.
3. Radio Delivers a Strong Return on Investment (ROI)
Recently the Westwood One network had independent research conducted to analyze the return on investment of radio schedules in the consumer packaged goods category. In partnership with Nielsen Catalina Solutions, they connected radio ads exposure to purchase data from over 90 million households and found that the brand experienced an 8% sales lift and nearly a $12 return on every ad dollar spent. Again, this speaks to the effectiveness of radio advertising in reaching a wide swath of current and potential customers.
4. Combine Radio With Digital Marketing
Have you considered pairing your radio advertising with targeted digital advertising? Studies prove that radio advertising can increase website traffic as potential customers learn about the brand and want more information. And targeted digital ads can build on this momentum resulting in even better marketing results. Successful campaigns can include targeted digital display ads, Facebook ads and even paid search advertising. When the reach and frequency of a radio campaign is matched with the targeting power of digital, strong results have often followed.
Need Some Help?
DBC radio stations cover all of Delaware, much of Southeastern Pennsylvania, South Jersey and Eastern Maryland, reaching more than a half million listeners each week. Our formats are designed to reach various age ranges, allowing you to target your prime prospects by both geography and demographics. As a local advertiser, you can take advantage of the strong reach and effective delivery that DBC radio stations can bring to your marketing message. Contact us at the form below to learn more about DBC Media radio stations and reaching our passionate listeners.
We’ve said it before — the beauty and personal care industry is booming. Millennials’ love of digital media and their strong desire to look their best in their selfies combine to make the beauty and personal care industry stronger than ever. The personal care industry has been growing steadily, according to research from The NPD Group.
Although digital media has certainly increased Millennials’ desire to look great, women of all ages still prefer to buy at brick and mortar locations. Women want to touch products, try samples and interact with people when they buy cosmetics, hair care products, shaving supplies, perfumes and more.
How do you make sure women in Delaware, Maryland and Southern Pennsylvania find your business and buy your products? We’ve got a few ideas for you.
Instagram is a strong way to show off visual products and visual results. Users rely on Instagram for beauty ideas and inspiration, so it’s a natural place to place marketing messages. Feature photos of your products, or announce new arrivals. Take selfies with customers or encourage customers to post their own selfies. Take advantages of your suppliers’ gorgeous photography and put your logo in the corner (with their permission of course!) Get even more reach for your posts with paid advertising campaigns from DBCi. We can help you make a splash on Instagram.
So many people today start their research online. They look for products, read reviews and look for retailers that carry certain products or brands. If you want to get in front of these people, you’ll need to spend time increasing your search engine ranking. Search Engine Optimization (or SEO) helps your business rank higher on search engines by making sure your website has the best mix of keywords, structure and images. Search Engine Marketing (or SEM) refers to placing paid listing or ads for your business within search engines, to ensure your business pops up sooner. DBCi helps business all over the Delaware Valley get in front of the right customers faster by improving both SEO and SEM.
Want to reach women on the go? Nothing drives retail traffic faster than radio. Our team represents a wide range of radio stations, each with special marketing and audience traits that can work to your business’s advantage. Radio is especially effective in promoting sales and limited-time offers. Our DBCi staff can create a radio plan that fits your marketing needs, and your budget.
Are You Ready To Grow Your Business?
Our team of experienced digital professionals offer a broad selection of marketing tools that can help you find and convert more clients and customers. The beauty and personal care industry is growing. Make sure your business grows too. Contact us today to schedule a free consultation.
Your Delaware Valley, Maryland, or Southern Pennsylvania business might be missing the mark when it comes to lead generation. Today’s consumer has taken control of their buying process. Instead of waiting to hear from your business, they are searching for your business first. If your business relies on a constant stream of new clients, then lead generation is a crucial part of your business’s growth and survival. And, if your strategy doesn’t help the customer find you, then it needs a revamp.
Here’s how you can fix your lead generation strategy and create a line to your business:
1. Radio gets the search started.
Nielsen’s 2016 Comparable Metrics Report confirms that 93% of all adult consumers listen to the radio on a weekly basis, more than they engage with TV or their smartphones. That means your customers are out there, and radio might be the way for them to find you.
Radio’s greatest value is inspiring consumer actions. Maybe a radio advertisement reminds them they need to find a realtor or they want to get their home landscaped. Either way, radio is a powerful tool to use to build brand and solution awareness. If the advertisement is relevant to the buyer, it will stick in their minds until they begin their search for more and stumble upon your business.
With radio’s exceptional target ability, your business can target the right customer in your area. In fact, DBCi works directly with nine radio stations covering Delaware, Maryland, South Jersey and Southern Pennsylvania. With our expertise in all things radio, we can connect your business to radio to increase leads and improve your lead generation strategy. Radio is just the starting point to helping customers find you. Having a strong search engine ranking is the next step.
Most of the consumers today start their searches for the services they need online. As a result, effective lead generation involves making your practice visible online right away.
If your local business comes up first on search engine results, it has a big advantage over big-name competitors. Buyers will find your business ahead of competitors on online platforms through search engine optimization or SEO. SEO determines where your website shows up in search results. To rank at the top of search engines like Google, Yelp, or Bing, your business needs to understand long tail and short tail keywords, discussed next.
3. Use keywords and SEM to your advantage to find local traffic.
Under Search Engine Marketing (SEM), which includes paid search, there’s a strategy known as long tail keywords and short tail keywords. Long tail keywords are more detailed and geographically focused, such as “Delaware Valley Dentist.” Using a short tail keyword would be just using “Dentist.” It can be challenging to achieve high organic rankings for short tail terms, so using keywords that are more specific is key.
By focusing on long tail keywords as part of your strategy, you can achieve a more desirable position while targeting the right people and keeping cost down.
Another powerful way to get attention on search engines is through Dynamic PPC or pay-per-click ads. Dynamic PPC allows you to buy search engine ads, paying based on the number of clicks to your site, instead of relying on the search engine to rank your site listing. Using Dynamic PPC, your local business can be super targeted about which ads show up on search engines.
DBCi is the place to turn to for SEM and Dynamic PPC. We have the tools and insights to help your lead generation strategy bring a constant funnel of customers to your store.
4. Create a positive mobile experience for potential buyers.
More than 50 percent of Google searches take place on some sort of mobile device. If your business doesn’t have a mobile responsive website, mobile buyers may not be willing to interact with your site and move on to your competitor.
Users don’t want to fool around with zooming and shrinking the text or images on screen to see your business’s vital information, like shop hours or address. With a responsive design, all of the content automatically adjusts to the screen of the device. This makes it easier and more convenient for users to read and navigate your site. In fact, 85 percent of consumers believe that a mobile site must be as good, if not better than, a desktop site.
Have a site that stands out on mobile and desktop devices. It’ll make the difference.
5. Find new leads when buyers need your services.
Stay ahead of the competition by connecting to buyers when they need you. Here’s the way to skip waiting for customers to search for your services. Use geofencing to lead those buyers straight to your door.
Maybe you’ve heard of geofencing before. Here’s how it works: Each mobile device is similar to a tracking device, using GPS, Wi-Fi, and radio frequency to give off its individual location. Geo-fencing sends mobile ads to the virtual fenced market area to connect and communicate with mobile users once they enter a geo-fenced region. Geo-fencing lets your service reach buyers nearby at the right time, in the right place, with the right message.
Let’s say your landscaping service is trying to attract new clients. Instead of using direct mail postcards to cover entire neighborhoods, geo-fencing allows you to target customers once they need your service. Once buyers enter say, a home center, you can send out display ads to websites and mobile apps with offers for your landscaping service. Once the buyer realizes they have a need, your business can deliver a solution instantly through geo-fencing.
DBCi understands the ways geofencing could help your business, and even figure out what the messages should say. We can incorporate geofencing into your lead generation strategy to have buyers find you when they are in the market.
Stop searching for leads, let the leads find you.
Finding a constant stream of new customers can be tricky with the big-name competition. With some touch-ups to your business’s lead generation strategy, customers can find you. DBCi can help change your marketing to better fit with customers’ buying processes. To find out how to get buyers to find you, contact us today for a consultation.
Radio Has Kept Its Reach While TV Is Eroding
Each year, the Nielsen ratings company does an Audience Report on radio listening. The 2015 report, like many before it, found plenty of positive indicators about the reach and power of radio. And contrary to the perceptions of many in the public as well as the marketing community, radio has been extremely resilient in the digital era — especially compared to television.
Among the highlights:
- Radio is #1 in reach among Adults 18+, 18-34 and 35-49.
- Among Adults 18+ Radio’s weekly reach (93%), surpasses TV (87%), Smartphones (70%), Social Networks on Smartphones (61%), PC (54%) and Smartphone video (37%)
- Radio’s 18-34 weekly reach advantage over television (93% to 76%) is significant.
- Among 18-34s, the number of days of weekly usage is led by Smartphones (5.9), followed by Radio (5.0), Television (4.7), Tablet (4.6) and PC (3.6). 18-34s are more frequent weekly users of radio versus television.
Overall, in a true apples-to-apples comparison, more than 90% of Americans are reached weekly by radio — more than TV and smartphones. While radio has always been known for its value, allowing advertisers to build frequency in getting their message heard at a reasonable cost, the medium has also always had significant reach. Even with the rise of digital platforms, radio has kept that reach, while TV is eroding in the face of ‘cord-cutting’ among cable customers and increased use of on-demand streaming services such as Netflix and Amazon Prime.
Radio industry leaders have long said that radio has a perception problem, not an audience problem. As a local advertiser, you can take advantage of the strong reach and frequency that local radio stations can bring to your marketing message. Contact us by clicking below to learn more about DBC Media radio stations and reaching our passionate listeners.
Over the last two years, few media outlets have grown faster than, or gotten more media coverage, than Pandora. Many businesses, national and local, have started advertising on the streaming media service. But is it the right venue for your message? Maybe, maybe not. Here are five points for you to consider.
1) Pandora’s ‘ratings’ vs. radio is not an apples-to-apples comparison.
Pandora claims to have varying levels of listening in markets around the country, even claiming to be ‘the number one station’ in some markets. But they will not participate in the commonly accepted ratings systems such as Nielsen. Their ‘ratings’ are typically an equation utilizing the number of streaming sessions and time spent listening to arrive at an Average Quarter Hour rating number.
2) Those ‘ratings’ are for all their formats and market-wide, not a single station
The claimed ratings numbers combine all their ‘stations’ and platforms together to compare against individual radio stations, so if various demographics and music formats were taken into consideration, their numbers get much smaller.
3) Geographic targeting is not as accurate as one might assume.
Serving impressions and commercials based on a client’s geographic preferences assumes the listener information is correct as entered when they signed up for the service. The 2010 census says 40% of 18+ Americans move over the course of three years. Is their geo-targeting any longer accurate? And mobile targeting, where Pandora gets a majority of their listening, is even worse. A person’s cell phone number (area code) increasingly has little relevance to their actual location as they tote that number from place to place.
4) Pandora listening does not equal less radio listening.
A new study (8/14) of 1100 Pandora users by Nuvoodoo Research examined the relationship between radio listening and Pandora use. The research shows that 62% of Pandora users that listen at least 30 minutes on average per day, also listen at least that much to broadcast radio. For more, visit: http://bit.ly/1raDof9
5) Pandora and other pure-play services can be ‘personalized, but are not personal.’
Local sponsors of DBC Media radio stations benefit from our live and local content. We are part of our communities and our listeners’ world. We create and deliver content created by programmers who understand the preferences and values of their neighborhood, delivered by personalities that listeners feel attached to as friends. We provide local information; news, traffic, weather, opinions, events, promotional opportunities, and the ability to communicate with personalities and stations to discuss what is important to listeners and their communities.
DBC Media radio stations recently collaborated on the 4th Annual Radiothon to benefit the Nemours A I Dupont Hospital for Children, raising more than $257,000 in two days. That’s not something that could be accomplished on Pandora, Spotify or other such services. See more about those stations here: http://www.delmarvabroadcasting.com/dbcmedia/stations
Contact us and let’s have a conversation about how DBC Media’s radio stations and digital products & services can help you reach your target consumer.