“The thing that I keep coming back to with marketers is that good marketing
is good story telling. How do you tell your story in terms of positioning
yourself or re-positioning yourself? There are not a lot of good story telling
mediums out there. Essentially, the best story telling medium out there
historically has been Radio.” - Jack Trout.
Radio drives MORE traffic to websites than any other medium. Let me say it again: exposure to radio advertising can boost online brand browsing by an average of 52%! Radio is one of the most powerful tools digital advertising has EVER seen in its toolbox. In a world where everyone (EVERYONE) has a Radio. It the most powerful way to populate websites and social media pages.
Sound. Sight. Action. Radio is a key medium for grabbing the attention if people in a cluttered advertising environment. It uses the power of sound and story to motivate people and it breaks through where other media cannot because it is the companion medium.
Facts about radio:
- Its audience has increased steadily since its introduction.
- It is the only medium that calls people to use their imagination.
- It uses oral tradition, song, and sound (Historically, the most effective mode of communication.) to unify many around a common experience.
- It is a sound force that pulls an audience into a world that involves their whole body - Listeners can feel the beat of a drum or the cry of a baby.
- It uses the most powerful sense we have for activating emotions and driving behavior: the power of the ear.
- It is the only medium that produces recall in both passive and active mental states.
- It is the number one trusted communication tool people count on for information for emergencies or disasters.
- It bonds Americans with a common national experience and yet provides a vocal niche for small tribes to identify themselves as sub-cultures like "Diddo heads or Alternative Rockers."
- It reaches 92% of the general population weekly and 71% daily.
- It everywhere and accessible 365 days, 7 days a week, 24 hours a day.
- It is free.
- It is hyper-local and can have a national/world audience.
- It is on average 4x more cost-effective at stimulating brand browsing online.
- Just 10% of its use in a media mix can increase traffic to a unique URL by 52%.
- It is still the number one place youth use to discover new music.