Elevate Your Marketing Campaign with SummitMedia's Award-Winning Radio Personalities
Welcome to SummitMedia, your ultimate destination for taking your marketing campaigns to new heights. We understand the significance of unique and impactful strategies to connect with your target audience, and one approach that stands out is leveraging the power of radio personality endorsements. In this blog post, we will explore three compelling reasons why incorporating radio personality endorsements from SummitMedia can make a significant difference in amplifying your brand's reach and impact.
Authentic Connection and Trust: At SummitMedia, we are proud to represent a talented roster of award-winning radio personalities who have cultivated strong bonds with their listeners. Our radio personalities are trusted companions who entertain, inform, and engage their devoted audience daily. When they endorse a product or service, their loyal listeners perceive it as a genuine recommendation from a trusted source. This authentic connection enhances the credibility of the endorsement, making it more likely for your target audience to take action.
Unparalleled Reach and Recall: Our radio personalities have a remarkable reach, with their voices resonating across thousands, if not billions, of listeners. When they endorse your brand, they bring attention to your products or services, generating heightened brand awareness among their devoted fan base. This increased exposure translates into improved brand recall, ensuring that your message remains top-of-mind for potential customers.
At SummitMedia, we specialize in leveraging the power of our award-winning radio personalities to elevate brand awareness. Through strategic positioning and creative campaigns, we work closely with our personalities to ensure maximum impact for your brand. By partnering with us, you gain access to our extensive network of influential voices, allowing you to tap into their reach and create a deeper connection with your target audience.
Enhanced Loyalty and Conversion: Our radio personality endorsements have a profound impact on fostering customer loyalty. When a trusted voice vouches for your brand, it creates a strong bond between the audience and your products or services. This bond enhances customer loyalty, leading to repeat business and long-term relationships. Furthermore, the influence of our radio personalities significantly influences purchasing decisions, resulting in higher conversion rates for your brand.
We understand the power of customer loyalty and conversion. By partnering with our award-winning radio personalities, we help you build stronger connections with your target audience, ultimately increasing customer loyalty and driving conversions. With our expertise and commitment to delivering exceptional results, we guide you through the landscape of radio personality endorsements, leveraging their influence to achieve remarkable success.
As the leading media company, SummitMedia offers you a unique opportunity to elevate your marketing campaigns by leveraging the power of our award-winning radio personalities. The authentic connections, increased brand awareness, enhanced customer loyalty, and higher conversion rates make radio personality endorsements a valuable strategy. We invite you to explore our website at summitmediacorp.com to learn more about our exceptional services and how our expertise in radio personality endorsements can drive remarkable results for your brand. Partner with SummitMedia and let our influential voices pave the way for your brand's success. Together, we will reach new heights in connecting with your target audience and achieving extraordinary marketing success.
Hear me out: Why Audio Advertising is better than Visual Advertising
Are you tired of visual-first advertising that fails to connect with your audience on a personal level? Look no further than audio advertising, the low-cost marketing channel that is taking the industry by storm.
Why are more brands gravitating towards audio advertising? Let's break it down:
Efficiency: Audio ads establish brand emotion within seconds, creating a tighter emotional bond with consumers, and offer a cost-effective method of building your brand. According to Adam Pleiman, Sonic Strategist and Creative Director at Play Audio Agency, "You're able to forge a tighter emotional connection with your target consumer that way, and then that efficiency of spend is huge."
Brain Processing: The brain processes audio differently from visuals, making it more memorable and effective for brand recall. Vijay Iyer, CEO of amp sound branding, says, "It's proven that you get a really good solid brand recall in response to audio."
Podcasts: The rise of podcast listening has been a primary factor in bringing more brands to audio advertising. Nearly one-third of Americans listen weekly to podcasts, offering a lot of opportunity at a good price point.
Audio Technology: Advances in audio technology, like Dolby Atmos and Spatial Audio, are opening up new creative vistas in the audio space. Production costs for audio ads are far lower than video or TV ads, even when research costs are factored in.
Low-Cost Advertising: The low cost of creating and placing audio creative is another significant draw for many brands. Despite economic uncertainty, the low cost of audio advertising still makes it appealing.
Standardized Data and Measurement: Buyers are calling for more standardized data and measurement to provide a clearer understanding of the efficacy of campaigns. Accountability matters more as the stakes get higher.
In conclusion, audio advertising offers a unique way of connecting with consumers emotionally, driving recall, and is incredibly cost-effective. As the audio industry continues to grow and new technology develops, it's likely that we will see even more brands opt for an audio-first approach to their advertising in the future. However, the call for standardized data and measurement suggests a need for more transparency and accountability in the industry.
If you're looking for the best advertising agency to elevate your audio advertising game, look no further than SummitMedia. With our expertise in audio advertising and our commitment to staying ahead of the curve with the latest audio technology, SummitMedia is the go-to agency for brands who want to forge emotional connections with their target consumers efficiently and cost-effectively. With the proven effectiveness of audio in brand recall, we understands the power of audio advertising and can help you leverage this dynamic medium to create memorable campaigns. Plus, our dedication to standardized data and measurement ensures transparency and accountability, giving you the confidence that your campaigns are delivering the desired results. Don't miss out on the opportunities of audio advertising, partner with SummitMedia and unlock the full potential of this impactful marketing channel. Contact us today and take your advertising to new heights!
Radio Advertising: Is it Still Effective?
AM/FM radio still holds a significant place in the audio market with 40% of time spent by adults 18+ and 76% of daily audio time spent with ad-supported platforms. It also has a much larger audience share than ad-supported Spotify and Pandora. Despite misconceptions and misperceptions about its effectiveness, marketers should base their media choices on actual audience data rather than their own behavior or what is popular in the media. Additionally, media mix modeling may not accurately represent the performance of AM/FM radio due to its smaller size in media investments.
AM/FM advertising is a crucial channel for advertisers due to its efficiency, affordability, and high ROI. The cost of entry for radio advertising is lower than other mediums. AM/FM radio has a high degree of unduplicated reach, making it possible to reach a broader audience. According to Edison Research, AM/FM radio leads ad-supported audio across all major demos in the car. Case studies show that AM/FM radio campaigns have had a significant impact on sales growth, customer base expansion, and increases in category spend. US auto dealers are recommended to increase their AM/FM radio advertising to reach customers who are ready to buy.
Radio advertisements can be incredibly effective if you focus on media planning, creative execution, and measuring success. When planning your ad buy, consider factors like demographics, market dynamics, and product purchase cycles. Consistent creative with a clear message and call-to-action can make your ad memorable. Measuring success can include tracking reach, brand awareness, website traffic, total sales, and return on ad spend. By following these tips, you can create a successful radio ad campaign.
Perceptions vs. Reality: Myths about radio audiences have been debunked by research.
Radio has been a powerful medium for communication and entertainment for over a century, and its influence continues to shape our society today. Despite the many advancements in technology and media, radio remains a vital tool for advertisers to reach a wide audience. However, advertisers' perception of radio often fails to capture the true power of this medium. Here’s why advertisers should reconsider their perception of radio:
Radio is a highly accessible medium that reaches a broad audience. It can even reach people who might not have access to other media, such as those who do not have a television or internet connection. Additionally, radio is often consumed in cars, where people spend a significant amount of their time commuting to work or running errands. This makes it an excellent medium for advertisers who want to reach a large audience while they are on the move.
Radio has a strong sense of community and connection. Many people feel a deep connection to their local radio stations, which often serve as a hub for local news, events, and music. This connection creates a sense of trust and loyalty between listeners and their favorite stations, making them more likely to engage with advertisements that air on those stations. Advertisers can leverage this sense of community and connection by creating targeted ads that speak directly to the interests and needs of listeners.
Radio is a powerful storytelling medium. Through the use of sound effects, music, and voice actors, radio can transport listeners to another world and create a strong emotional connection with them. This emotional connection can be a powerful tool for advertisers who want to create a lasting impression on their audience. By creating ads that tell a compelling story and evoke an emotional response, advertisers can create a lasting connection with their audience that goes beyond a simple sales pitch.
Radio offers a range of pricing options for advertisers, from short-term promotions to long-term sponsorships. Advertisers can choose to purchase short, targeted ads during specific times of the day or opt for long-term sponsorships that involve more significant investment but offer greater exposure over time. This range of options means that radio advertising can be tailored to fit any budget, making it an accessible medium for businesses of all sizes.
Despite these benefits, advertisers often overlook the power of radio in their media planning. This is due, in part, to a perception that radio is an outdated medium with limited reach. However, this perception is far from the truth. According to a 2021 study by Nielsen, radio reaches 93% of Americans over the age of 12 each week, making it one of the most accessible and universal forms of media. Additionally, radio has continued to adapt to changing technology, with many stations now offering streaming options and podcasts that reach an even wider audience.
In conclusion, the power of radio as a medium for advertising cannot be overstated. Its accessibility, community connection, and storytelling capabilities make it an essential tool for any advertiser looking to reach a broad audience and create a lasting emotional connection with their target market. Advertisers who overlook the power of radio do so at their own risk, missing out on a medium that has proven its staying power and adaptability in the face of technological change.
Radio surpasses TV in key advertising demographics in 2023!
According to the latest Nielsen Total Audience Report, AM/FM radio has surpassed television in the 18-49 advertising demographic for the first time ever. In the third quarter of 2022, broadcast radio had a three percent greater average audience than TV. This shift is due to cord cutting and streaming, resulting in a steep erosion of 18-49 linear TV reach and time spent. AM/FM radio now reaches 41% more persons 18-49 than live and time-shifted television, with broadcast radio reaching 83% of 18-49 year olds each week compared to a 59% reach for broadcast TV. Radio is beating TV due to its advantage and reach!
Discover the power of advertising on our top radio stations and reach the biggest audience! Talk to us today to learn more about our advertising opportunities.
Radio Fuels the D2C Pipeline
Author: Lisa Cirigliano, Director of Insights and Analytics
Source: Katz Radio Group®
As we hope to begin a transition from pandemic to endemic, retailers are seeing more consumers return to in-store purchasing, while ecommerce continues to grow. Large corporations and brands found great value in ecommerce and the direct-to-consumer (D2C) relationship over the past few years, adding new customers through a new channel. A traditional avenue for start-ups and small businesses, see why this model will continue its growth among the bigger brands and how Radio is KEY to generating brand awareness and driving site traffic.
*January and February 2022 combined sales is already up almost 12% from January and February 2021
The NRF's recent forecast predicts retail sales will continue to grow through 2022 into 2023. Non-store, D2C, and online sales (which are included in the total figure) are expected to grow between 11% and 13% year over year to a range of $1.17 trillion to $1.19 trillion due to the continued use of ecommerce. Consumer confidence, healthy household finances, strong job and wage growth and a decline in unemployment is expected to help weather the impacts of rising gas prices, inflation, COVID-19 impacts, and international tensions.
According to eMarketer's forecast, U.S. D2C ecommerce sales will reach $151.20 billion in 2022, an increase of 16.9% compared to 2021.
Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how they serve their unique customer communities across a start-to-finish purchase journey. The best of them have parlayed that ability into a profitable business model applied across multiple channels and customer segments.
While forecasts predict D2C purchasing will only account for 2.5% of 2022 total retail sales, many of these brands have successfully disrupted the retail industry by diversifying the consumer experience, and will continue to flood the retail space because of what appears to be a bottomless purse for funding.
A recent Morning Consult study conducted from March 31-April 3, 2022 cites 31% of Americans are spending more money now than before the pandemic. When it comes to ecommerce, 47% said they're spending more online than they were pre-pandemic, while this number jumps to 57% with people who have an annual income of $100k or more.
This holiday season has shown the power of our digital transformation across the globe. Digital is the engine driving our Consumer Direct Acceleration strategy. More legacy brands have seen the value of adding D2C sales channels: building deeper connections & consumer loyalty, expanding reach to a new audience, collecting first-party data to help in product development & marketing tactics, ease supply chain disruptions, and grow profit margins.
Consumers value brands that are consumer centric, who personalize the customer experience, demonstrate they are inclusive & supportive of diversity and other values, and can fully communicate these actions.
The personal relationship and the engagement that radio, in particular local radio, has with its daily listeners is authentic and intimate and unlike any other medium. It only seems natural that Radio, with its ability to personally connect & engage with its audience, mass reach to drive search & site traffic, and proven ROAS, is the BEST medium to deliver D2C messaging.
Why Radio Is the Ideal Place to Share Brand Stories
Author: Tammy Greenberg, SVP/Business Development, RAB
Source: Radio Blog Matters®
Consumers have strong expectations that the brands they choose both support and align with the values that are important to them. Recognizing what drives consumers, brands are laser-focused on living their mission, principles, and ethics. As such, brands market their products and services grounded in that mission and the shared values and beliefs between the brand and its target customers.
Giving back to community, lending resources of support, promoting social consciousness, doing what is good for the environment, and inspiring change are just a few examples of shared values in action. Brand messaging articulates both why the brand’s mission matters and to bring communities of people together to advance the values it supports while creating long-lasting relationships and loyalty.
In a recent RAB live online presentation to its members, Karriem Edwards, vice president of development for the Boys and Girls Club of Broward County, referenced Michael Porter, a well-known strategist and professor at Harvard University. Mr. Porter spoke about shared value strategies and how businesses must make local community a part of their business strategy to succeed.
Karriem pointed to his organization’s partnership with the Cox Radio Group in Miami, where community is central to its business strategy. This benefits the organization beyond measure. This is true for radio stations across the country. Community and shared values are local radio’s DNA.
Community, trust, reach, personal, uplifting, authentic, local, enjoyable, essential, lifesaving, relaxing, engaging, regulated, actionable– these are the attributes that brand marketers should find when identifying the environment to share their stories, their mission, and their values.
Nonprofit organizations understand this, which is why their reliance on local radio partnerships is prioritized and delivers strong results, according to Tim Delaney, president and CEO of the National Council of Nonprofits. For-profit brands that follow the lead of mission-centric organizations will be rewarded with loyal consumers and business growth.
The data and insights that marketers are leveraging to speak directly to their target consumers makes the job so much easier to craft the story that will resonate. However, using programmatic and digital platforms as the primary mechanism to deliver a one-to-one message, may risk dehumanizing the connection that consumers want and expect from brands. It may also exclude potential consumers – future brand ambassadors.
The importance of the environment in which the story is told cannot be underestimated. The context of a message will change depending on where, when and the way a consumer processes it – is it a trusted environment? Is it a believable environment? Is it a local environment? What is surrounding the message? Is the consumer in the right frame of mind? Are there enough consumers there? The answers to these questions must be yes to advance the marketer’s cause and to achieve desired outcomes.
The company you keep matters when planning to disseminate the brand’s mission, purpose and product attributes that make lives better. Radio across platforms checks all the boxes as the right environment and platform to share brand stories.
Radio is trusted. It is trusted more than any other media, including over two times more than social media.
Radio is local. It provides the content and information that is relevant to the consumer. In fact, 87 percent of listeners believe that it is the local feel that makes radio stand out among other options.
Radio is community. Radio doesn’t just reach the community, it is woven into the fabric of community. Radio stations bring consumers together and motivate them to act.
Radio is personal. There is nothing between a listener and the music, conversation and content. Radio is a friendly voice in the ear and a truly one-to-one experience.
Radio is uplifting. Consumers listen to radio for many emotionally based reasons, with mood elevation as a driver for nearly 40 percent of consumers; association with that mindset is gold.
Radio is authentically human. On air personalities are the human tissue that connects the listener to the station and to the community. They are the original influencers. They are lead generators for advertisers and are an incomparable asset that can help to build and bridge the connections between brands and the consumers the brands are trying to reach.
Radio is essential. Time after time, when disaster strikes, radio stations are “on the ground” and often the first and only source to provide timely information and provide the support to the communities it serves.
Radio is a companion. Radio continues to play a huge role in the lives of U.S. consumers, especially as we commute back and forth as part of our daily routine. Radio rules the dashboard, with 75 percent of consumers tuning in to AM/FM radio while in the car, significantly more than any other audio platform.
Radio is actionable. As a truly mobile medium, radio is the medium closest to purchase. Radio drives web traffic, foot traffic, event attendance, fundraising and volunteerism goals, awareness and ROI.
Radio tells stories. Stories are immersive; they pull the listener in, making them feel like they are completely involved and experiencing the content. Chris Smith, principal and chief creative officer at Plot Twist Creativity, once said, “Radio is the modern campfire.” Regardless of content format, the power of storytelling with radio has the ability to gain and hold a listener’s full attention.
Radio reaches everyone. Radio is the number one reach medium across virtually every demographic and culture – more than any other media – all screens and all platforms that are available throughout a consumer’s day.
Radio shares values with the communities that it serves and the listeners that spend an average of 11 hours with them each week. The company it keeps speaks volumes for a brand. It associates the brand with a similar attitude, character, ability and personality. To truly deliver on its mission, embrace audiences through an alignment of values; brands can be part of radio’s circle of trust.
Moving the Needle for Realtors
Author: Annette Malave, SVP/Insights, RAB
Source: Radio Advertising Bureau®
Unbelievable. That’s the word you would use if you, or someone you know, has been trying to buy or sell a home. The real estate market is having its moment.
Home sales in the U.S. hit the highest numbers on record in 2021 with home sales 16% higher than 2020. The median home cost was just shy of $347,000. Based on recent figures, the median home price is now higher, and there doesn’t seem to be an end in sight. Buying a home is difficult now for anyone. Low inventory, high prices and rising mortgage rates are making it difficult for home buyers.
These events are creating a perfect storm for both buyers and sellers. Home buyers want to find the perfect home and sellers want to make sure they get the best (and most) for their home. Based on reports released by the National Association of Realtors, both home buyers and home sellers look to and depend on realtor agents or brokers to achieve these goals.
Regardless of age group, home buyers depend on the real estate agent or broker first and foremost to find them the “perfect” home. Secondarily, it’s about negotiation – of the terms and price. Buyers look to agents to aid them in the buying process, note “red flags” in the home, refer service provides such as inspectors, painters, etc., and perhaps introduce them to other areas/neighborhoods they may not have considered.
Sellers look to agents to determine the value and price for their home. While this is common among all age groups, older Gen Y/millennials want their agents to advise them on any repairs or upgrades that should be made on their home that might potentially influence of a higher selling price.
How sellers choose their broker is based on reputation. Honesty and trust rank highest among characteristics and traits. Realtors should make note to mention their reputation as part of their radio campaigns.
Why radio? Because radio works for real estate agents and brokers. Not only does it reach 85% of adults who plan to buy a house, condo or co-op, but it also reaches 87% who plan to sell. Radio also helps to drive traffic to realtor sites – the way that 41% of home buyers search for their new home.
In an analysis of over 281,000 radio ads representing 136 real estate agencies or brokers, radio campaigns generated a 7% lift in site traffic – 195,000 new users after hearing a radio ad. The analysis of 2021 AnalyticOwl data, also discovered that radio influenced behavior beyond the click. There was a 37% increase in in-person (foot) traffic into brick-and-mortar locations.
Advertisers in this category experienced highest site activity on Thursdays followed by Sunday. One could hypothesize that potential buyers and sellers and planning their weekend and using Sunday to do further research on properties they have seen or competitive pricing. As it pertains to time periods, afternoons (10 a.m. – 3 p.m.) has the greatest influence – driving the night number of new visits for every radio spot aired.
Radio is a personal and trusted medium. If home buyers or home sellers hear about a realtor on their local radio station, there is a halo that advertisers will experience. There are just a handful of life events that are as big or as important as buying a home. Using a trusted medium like radio to reach a specific audience is not only the right medium for any advertiser to communicate their honesty and trustworthiness, but also the right medium to drive traffic to realtor sites and locations.
The RAB's analysis shows that radio is proving effective at driving engagement in the active real estate category, both online and at brick-and-mortar office locations. Radio places advertisers inside communities, on stations listeners know and trust - a perfect fit for real estate professionals.
New Data on Radio’s Return on Ad Spend
Source: Katz Radio Group®
ROAS ROUNDUP: INCLUDING NEW STUDY FROM CUMULUS MEDIA | WESTWOOD ONE AUDIO ACTIVE GROUP
One of the most powerful ways to illustrate the effectiveness of radio advertising is through Nielsen's ROAS sales lift studies. These studies combine PPM audio data and credit card transactions to tie actual ad exposure to subsequent consumer action. Nielsen has conducted numerous ROAS studies over the years, for a variety of categories covering auto aftermarket, CPGs, telecom, and QSRs, among others. And now, Cumulus Media | Westwood One Audio Active Group adds another study to the mix, the first published ROAS analysis since the onset of the COVID pandemic.
RADIO BOOSTS BUYERS AND SALES FOR NATIONAL DEPARTMENT STORE CHAIN
Westwood One partnered with Nielsen to examine the sales lift and ROAS for a national department store chain, looking at the entire AM/FM campaign - inclusive of every AM/FM radio ad run by the retailer. The study found that even after a year of COVID impact, radio still delivered positive returns for brands. The radio campaign led to a +10% lift in total spend, driven by a +17% lift in buyer penetration and a +15% greater share of category for the advertiser. As a result, Nielsen found that for every $1 spent on radio, the department store received $13 in incremental sales.
RADIO DELIVERS $12:$1 RETURN ON AD SPEND ACROSS CATEGORIES
Nielsen's collection of published ROAS studies incorporates a variety of categories with varying average transaction sizes, and therefore a wide range of ROAS amounts. Larger transactions drive greater return on ad spend than smaller ticket items. All of the studies conducted by Nielsen, including this latest one from Westwood One, prove that campaigns with radio in the mix have measurable impact on growing the consumer base, sales and spend per visit – generating, to date, an average return of $12 for every $1 of ad spend.
Nielsen Survey: Audio Delivers More Active & Engaged Consumers
Source: Katz Radio Group®
TRACKING CONSUMER SENTIMENT IN MARCH 2022
Nielsen's latest custom consumer survey, fielded in March 2022, reports good news for radio: Americans, and audio listeners in particular, are becoming increasingly more active - evidence that audio attracts prime consumer targets, and that Americans overall are progressively returning to normal behaviors.
AMERICANS ARE BACK ON THE ROAD
Nielsen's latest findings show that Americans are spending significantly more time in their cars since the height of the pandemic - even more so among radio listeners. The number of people spending upwards of an hour in the car daily has nearly tripled since April'20, now up to 39%. Heavy radio listeners in particular are even more likely to spend 1+ hours in the car, with 7 in 10 doing so in March.
One major factor contributing to increase in car usage is the growing number of employed Americans returning to workplaces outside the home. As of this March, nearly 9 in 10 employed adults, who worked outside the home prior to the pandemic, are back to commuting - an +80% increase from the height of the pandemic, and a +10% increase from last March. And the number of people working from home due to the pandemic is down to 12%, with another 5% planning to go back soon.
Also contributing to daily car usage is the fact that more children are attending at least some in-person classes, with 8 out of every 10 students doing so in March. 59% of the surveyed adults say their children are being driven to school, well above the number that are taking a school bus (36%). And radio is the soundtrack to their mornings, as 92% report that radio is on in the car during the drive to school (sometimes or always).
AUDIO LISTENERS ARE KEY PLAYERS IN LOCAL ECONOMIES
Nielsen finds that audio listeners are more likely to participate in consumer activities than the average adult, making them important players in their local economies. Radio listeners, on average, are +9% more likely to engage in top activities, while podcast listeners are +14%. They are more likely to be out in their car, and spending money at businesses, including restaurants, retailers, and coffee shops.
Nielsen finds that audio listeners are more willing to take part in upcoming events, such as attend indoor and outdoor concerts and sports, travel on an airplane, and even vote in the upcoming Midterm Elections. Audio listeners, and radio listeners in particular, are more likely to be registered to vote and always vote in elections.
Heavy Users Of TV, Internet ‘Not Sacrificing Radio Time’
Source: Inside Radio®
While the perception may be that AM/FM radio listening declines significantly among consumers having discovered other, perhaps newer media such as audio or video streaming or social media – especially given the greater opportunities to do so since COVID – a Katz Radio analysis of Nielsen's Scarborough Supplemental Study conducted during fourth-quarter 2021 shows radio's reach among heavy users of internet or TV differs little from that among average adults.
According to Nielsen's findings, reported in the latest edition of Katz's “Sounds Answers” blog, while AM/FM reaches 89% of adults 18+ -- with the average person spending 7 hours and 35 minutes with radio weekly – that reach is still at 88% of adults regardless of how much additional media is consumed. When focused on consumers in the two top usage quintiles for internet or TV, heavy users of the former still spend an average 7 hours and 18 minutes with radio, while TV's heaviest viewers actually spend more time with radio than average, 7 hours and 44 minutes weekly.
“In true media junkie fashion, these users are not sacrificing radio time to compensate for their amped-up usage of other media,” Katz's report says. “People are not replacing radio time with other media usage, even as they adopt or favor another media.”
While digital devices may propel increased exposure to, and use of, other media, a key takeaway from Katz's report is that advertisers should not assume that these users are not as vested in radio as most of the population.
Tradition is Valued by Auto Buyers
Author: Annette Malave, SVP/Insights, RAB
Source: Radio Advertising Bureau®
Before the pandemic, traditional aspects of the auto purchase were changing. People were considering subscription auto plans versus ownership. Vehicle options were also shifting. COVID-19 changed all that.
Traditional vehicle ownership is still considered to be the most convenient, practical, and flexible by consumers. When it comes to audio entertainment, traditional sources are important.
Broadcast radio matters to auto buyers. Whether they are recent or prospective auto buyers, 89% believe that traditional broadcast radio should be a standard audio option in vehicles. Listeners have an emotional connection with radio, and that’s why 91% of listeners state that radio keeps them company in their vehicle. If traditional broadcast radio wasn’t available in their vehicle, 89% of listeners agree that they “would really miss having radio in a vehicle,” according to a study released by Edison Research.
Additional findings illustrate the role that traditional radio has in the consideration phase of auto-buying intenders as well as recent buyers. The study was conducted by Edison Research and commissioned by WorldDAB in partnership with Radioplayer. It was sponsored by the NAB, Commercial Radio Australia and Xperi. The study was based on interviews of over 1,000 U.S. adults who had recently purchased/leased a 2018 vehicle or newer or adults who plan to purchase/lease within the next year.
Broadcast AM/FM radio was ranked as the top in-car audio source requested – by both future and past auto buyers. Survey respondents also have a very personal connection with radio. Eighty-seven percent agree that they would miss their favorite radio station if they couldn’t receive it in their vehicle. Radio also serves a very important purpose – it delivers information. Respondents agreed that radio is an important source of information in times of crisis (87%), and that it keeps them up to date on what’s going on in the world (83%). It’s also reliable (85% agreed).
Previous posts have covered radio listeners’ auto attitudes and their vehicle purchase/lease plans. Combining these insights with the results from this recent study will prove helpful when trying to reach auto-buying intenders. Understanding what matters to them, providing the auto options they want and including that information in the messaging when reaching auto prospects will differentiate one auto advertiser from others. Despite all the technology and options available today to consumers, tradition matters. Radio matters.
Tracking Campaign Performance With Radio
Author: Tammy Greenberg, SVP/Business Development, RAB
Source: Radio Advertising Bureau®
IAB published survey results at the end of 2020 indicating that 64% of media buyers said they will focus on digital performance marketing in 2021 with the ability to evaluate plans and results more frequently.
With significant advancements in the attribution space, radio has been able to unequivocally prove that it is one of the most effective medias in driving online behavior among all target audience groups.
In fact, Tony Wright, CEO of WrightIMC, a full-service digital marketing agency, spoke about this in a recent post for Search Engine Journal. “The agency’s clients that effectively use radio have significantly higher click-through rates than their counterparts who are not using radio. We’ve seen the data for clients who are Fortune 10 businesses, as well as start-ups, and know it to be the case.”
Wright added, “When consumers are searching for something and they see a name, they have heard of, they are more likely to click on that listing.” Combine Wright’s insights with great creative delivered locally by radio, and it is a winning combination.
eMarketer data concludes U.S. e-commerce sales were predicted to reach $794.50 billion in 2020, representing a 32.4% year-over-year growth. The reporting states that this kind of jump typically would take several years to occur, but the pandemic accelerated this growth and there is no going back.
For brands to succeed in the e-commerce space, they must continue to build awareness for who they are, what they stand for, and how they deliver. This is a job perfectly suited to the number one reach medium that is radio. It also makes proving radio’s ability to drive website traffic that much more important.
In a previous Matter of Fact article on the subject of attribution, Paul Cramer, Managing Director of Enterprise Radio Solutions at Veritone, stated, “radio has always provided great ROI for the reach it delivers, and now is able to provide the same real-time data, analytics, and transparency that data-driven mediums like digital are able to provide.”
Numerous Nielsen cross-media studies, commissioned by CUMULUS MEDIA and Westwood One, analyze advertising plans from a multitude of categories. These analyses have confirmed that radio is a multiplier and generates substantial lift in campaign reach and results.
Data across categories from NumericOwl proves the incremental lift in traffic to advertiser websites as a result of radio campaigns, and also identifies various demographic and behavioral patterns, the influence that daypart strategies, creative approaches, and radio formats achieve in any given plan and so much more.
This past summer, LeadsRx conducted a study to see the impact radio advertising has had on the performance of Google and Facebook advertising in all of 2019 and the first half of 2020. They found that “if the rising tide raises all boats, consider radio the consistent surf-perfect waves pushing consumers to search online for more information about a product or service.” From January to June 2020, radio created a 18.3% lift in Google and Facebook performance (+20.3% from same period YAG).
Metrics, analysis, modeling, and data trackers all feed into the many attribution models available today to prove radio’s ability to drive website traffic and influence brand purchase.
The last stop for a consumer is the brand’s e-commerce site, where first-party data is collected. Many local and national e-commerce sites include dropdown menus where visitors are prompted to answer the question “how did you hear about us?”
This form of data collection was likely originated when there was far less sophistication in attribution models. It has now become what David Schapira from AnalyticOwl describes as “anecdotal data collection that relies on a consumer accurately remembering why and how they did something”. Consumers are asked to choose only one of the many brand touchpoints they likely encountered that brought them to the online destination.
There may be a correlation between the first-party data and attribution paths if the “how did you hear about us?” dropdown menu allows a user to select all media they encountered before they visited the site. If this modeling is analyzed, it must include all possible media, not just owned and paid media to expose margins of error and misattribution.
As online shopping continues to surge and marketers lean in to their e-commerce capabilities, radio remains poised to deliver consumers to their virtual doorstep and partner to combine data to measure the activity with precision.
Radio Reaches Pet Parents
Author: Annette Malave, SVP/Insights, RAB
Source: Radio Advertising Bureau®
Throughout 2020, Americans across the country developed new pastimes. Some became DIYers, chefs, linguists, hikers, and more. Others added to their household and became pet parents.
As people found themselves having to shelter in place, many decided to take the opportunity to add to their household by bringing in furry, feathered or aquatic companions. According to VitusVet data published by the American Veterinary Medical Association, the average new pets and pet owners per practice per week spiked by July 2020 – the highest since July 2018.
According to the American Pet Products Association (APPA), Americans spent $103.6 billion on their pets. These dollars were spent on food, treats, supplies, vet care, and more. The APPA estimates that the industry will see additional growth in 2021 – to $109.6 billion. If that seems like a lot of money, it may surprise you to learn that of pet owners ages 25-54:
68% strongly agree/agree that pets deserved to be pampered.1
69% own their home. 1
34% have a household income of $100,000 to $200,000.
Targeting this niche audience requires a strong and personal high reach medium – radio. Radio reaches 89% of adults 25-54 who own a cat, dog or other pet and 89% who shopped and purchased items at a pet supply store, according to Scarborough data.
Radio-listening pet parents in this age group are a great opportunity for any business offering goods and services for pets. They are more likely in the past year than the U.S. population to have:
Purchased pet food at a pet specialty store or vet +68%
Purchased pet food at the grocery/supermarket +64%
Used a boarding/kennel facility +63%
Had four to six visits to the vet + 63%
Received grooming service +62%
Used pet training service +56%
Used pet day care +55%
The bond between pets and their owners is personal – like the relationship listeners have with their radio stations. Advertisers in this category will benefit by using radio to target this audience about something so important in their lives via an emotionally engaging medium. By not using radio, they may find themselves barking up the wrong tree.
Love is On the Air
Author: Annette Malave, SVP/Insights, RAB
Source: Radio Advertising Bureau®
In just a little over a month, people will be celebrating Valentine’s Day. While it is often thought of as a day only for couples, that is not the case. Valentine’s Day is also thought of as a day when people share and display their affection with gifts.
According to the National Retail Federation, consumers planned on spending nearly $200 in 2020. There has been a growing trend with consumers to celebrate Valentine’s Day, not just with families, children or friends, but also with their pets. The average amount spent for pets ranges anywhere from $22 by adults 55+, to as high as $73 by adults 18-54.
Valentine’s Day is the 13th most popular national and religious event and the ninth most famous. While it is popular across people of all ages, it is most popular with millennials, Gen Xers, and boomers, as surveyed by YouGov.
Based on this same data, what various demo groups buy for people during this day varies. Top of the lists, in most popular order, are:
Cards, chocolates/candy, flowers, and jewelry by the silent generation and baby boomers
Chocolates/candy, cards, flowers, and jewelry by Gen Xers
Chocolates/candy, cards, flowers, and wine/liquor by millennials
Flowers, chocolates/candy, jewelry, flowers, and wine/liquor by Gen Z
Chocolates/candy, cards, flowers, and jewelry by African-Americans
Chocolates/candy, cards, flowers, and wine/liquor by Hispanics
Radio is a great medium to target consumers who shop for any of these items. In the past three months, radio reached:
91% of African Americans who shopped at any jewelry store
91% of Hispanics who used any florist
90% of adults who purchased any red or white wine
90% of adults who shopped at a pet supply store
This Valentine’s Day may a little different, but people will display and affirm their affection for loved ones – perhaps even more so than ever before. Radio listeners are even more apt to display their affection – 72% of radio listeners like to shower their loved ones with gifts and 72% buy gifts as a way of expressing gratitude.
This year, whether purchasing a card, flowers or gift for family, friends, children or that special loved one (including pets), radio is a medium that will not only reach Valentine’s shoppers but also as a platform for them publicly express their love – on air. When was the last time you requested a song dedication?
Radio Connects for More than a Minute
Author: Annette Malave, SVP/Insights, RAB
Source: Radio Advertising Bureau®
“Just one minute.” How often do you hear or say that phrase in a day? While it may not seem like a long time, a lot happens in a minute. For example, UPS will deliver 11,319 packages, your heart will beat 60 to 100 times and you will blink about 15 to 20 times. Those may be interesting stats, but what is fascinating is the amount of data that is generated in one minute.
Take a minute to think about what you did this morning. If you are like most people, you woke up, looked at your smartphone, read emails, looked at social media, searched the internet, and did a little online shopping. You may have already had a virtual meeting by now. Imagine all the data that has been generated by each of these events – in just one minute.
Domo, a cloud software company, recently released their ninth annual “Data Never Sleeps” infographic. This infographic highlighted online consumer behavior and actions across various platforms to calculate the amount of activity that occurs in just one minute, like the 12 million people that send iMessages, the 240 thousand photos that are shared on Facebook or the six million people that shopped online. It’s an exchange of data.
There has been much written about consumers and personal data, but what do broadcast radio listeners think about data and technology? It may be surprising to learn that 89% of radio listeners think that people place too much private information on the internet, and 86% of radio listeners feel the same way about social media. When it comes to their own information, only 61% of adults radio listeners are OK with companies sharing their product preferences as long as their identity is kept private. For those companies or brands that want to use a radio listener’s personal information to better understand products and services that they might want, companies and brands may want to take a moment. Only 29% of AM/FM radio listeners are agreeable to that, according to MRI-Simmons data.
With broadcast radio, consumers are engaging with a human voice. They are being informed and entertained by the personalities they trust. They tune in to radio because the on-air personalities are like their friend. People listen to radio and engage in conversations with the personalities on those stations to exchange thoughts, opinions and sometimes, based on the topic, they share emotions. This interaction people have with radio takes place for more than just a minute. It takes place for hours.
Radio’s Power Hour for Fitness
Author: Stephanie Heracleous, Research & Insights Assistant, RAB
Source: Radio Advertising Bureau®
The new year inevitably brings new goals into homes. As communities wind down from the holidays, folks are actively seeking healthier routines. The pandemic has heightened awareness to the importance of health and has sparked a larger interest for consumers to get back to working out.
According to IBISWorld, January and February are the busiest times for new fitness club memberships as consumers are looking to start resolutions for the year.
Radio is an excellent source for reaching these consumers. Radio reaches 89% of weekly listeners who have an active membership at a fitness club/gym and 89% of listeners who participate in a regular exercise program two times a week, based on MRI-Simmons data.
Staying healthy is motivating consumers, especially during the pandemic. Physical activity has proven benefits on the body, which plays a role in preventing and managing noncommunicable illnesses. According to a survey from IHRSA (the global health and fitness organization), 31% of adults who participated in physical activity showed a lower risk of acquiring a community infection.
Working out is beyond a number on a scale. Being active is the main reason why consumers are motivated to get exercise (46%), while mental health benefits rank second at 35% and weight loss is the third attributing factor (35%), according to The Next Fitness Consumer Report, released by the IHRSA Foundation and ABC Fitness Solutions.
Additionally, consumers are driven to join fitness clubs with a personalized delivery including equipment, programming and convenience of facilities. The main reason consumers are tempted to have fitness club memberships is cardio equipment training, flexibility/stretching, free weight training, equipment-based exercise classes, and health/nutrition wellness coaching.
Fitness clubs are also evolving to the way consumers are keeping up with working out by offering apps and digital add-ons to their membership services. Compared to pre-pandemic routines, consumers are utilizing more online workouts (+15%), using at-home gym equipment (+13%), using other digital exercise programs (+8%) and outdoor exercise (+7%), according to an IHRSA survey.
Radio listener’s attitudes toward working out is positive. According to MRI-Simmons, about 68% of AM/FM radio listeners strongly/somewhat agree that they make it a point to exercise regularly. 52% of these listeners are also frequently looking for new ways to change their exercise routines.
With consumers seeking a balanced approach to the new year, radio is the perfect way to spread awareness of healthy activities as listeners get back into their health groove. Radio, as a personal and emotional medium, can deliver encouraging messaging to both fitness fanatics and fitness newbies. Whether it’s motivational music or tuning into the news of the day, radio can be the power behind the motivation. Get fit with radio, and happy new year!
Gen Z is Tuning into Radio – Social Media Platforms are Taking Notice
Author: Madison Wright, Events and Communications Coordinator, RAB
Source: Radio Advertising Bureau®
You may be looking at this title and are thinking “Gen Z doesn’t listen to the radio; social media is where you reach them.” Did you know that radio reaches nearly 44,000,000 Gen Zers every week, according to Edison Research? While this group makes up around 20% of the U.S. population, per Statista, there is no denying the listening power of Gen Z.
Before diving into this blog, we need to better define who Gen Z is. Generally, Gen Z can be defined with varying end years (2010, 2012 and 2015 being the most common), for the purpose of this blog, we are going to focus on the 9-24 age group. While millennials grew up with the beginning of the internet as we know it today, it’s Gen Z who grew up with the social media ecosystem and the introduction to modern smartphones and smart speakers. Through these devices, Gen Zers are always connected with friends, family and social media influencers. With that being said, it is truly no surprise that, according to 2020 MRI-Simmons data, over 70% of 18+ radio-listening Gen Zers used Facebook in the last 30 days and over 72% of 18+ radio-listening Gen Zers used Snapchat in the past month.
Gen Z connects with radio and radio personalities on-air. According to Nielsen’s RADAR data, 78% of them listen to AM/FM radio. While many listen in the car, radio listening also occurs across devices and platforms, via a smartphone, tablet, laptop, and even a smart speaker. Radio reaches them through the tech they are accustomed to while delivering the news and entertainment they trust. In fact, in Edison Research’s “Radio’s Roadmap to Gen Z Listenership,” some qualitative interviews they did with Gen Z radio listeners found that:
Radio provides a human connection, particularly during quarantine.
Radio offers the surprise of songs that have not been curated in streaming playlists.
Radio is a source for additional information about music and artists.
Radio is a source for news and information.
Radio is associated with nostalgia and good memories.
While Gen Z is listening to radio, they are also contributing to the growing listening patterns in other audio options, like podcasts. According to a Morning Consult survey, nearly 32% of Gen Zers consider themselves regular podcast listeners with categories like comedy, true crime and pop culture piquing their interests.
Audio is hot! Even social media platforms like TikTok and Twitter are taking notice and are better serving users by including audio into the mix of their visual-heavy content. For example, on June 17, 2020, Twitter began experimenting with Twitter Audio, a function that allows users to upload audio as tweets to expand on its “280 characters” and TikTok, a fan favorite for Gen Z, has created a podcast called “For You Podcast,” hosted by one of its creators, Brittany Tomlinson – also known as Brittany Broski. But the big trend right now is audio apps, like the ever-exclusive Clubhouse platform, as well as new audio projects in development from Twitter, Twitter Spaces and Facebook announced it’s in the works of creating its own app to rival Clubhouse.
Gen Z artists are using social platforms like Soundcloud and TikTok for distributing music. Why? It is because they still value the experience of hearing their songs on the radio. If you know a Gen Zer, you’ve probably heard the song “Drivers License” by Olivia Rodrigo. When her song played on the radio for the first time, she was tuning in to a local radio station and shared the video on social media with the caption “heard my song on the radio for the first time the other day. somebody say sike rn [right now].” Her live reaction is a reminder that for young artists, being on broadcast radio is still a pivotal moment in their careers.
Rishad Tobaccowala said in RAB’s most recent sizzle video, “Radio works because it is audio and audio is the most important way to tell stories and move people.” By telling stories and keeping listeners connected, radio holds its title as the first social medium; it keeps Gen Z tied to their local communities while delivering the information and entertainment they need from radio personalities they trust.
Motivating Listeners to Act in 2021
Author: Tammy Greenberg, SVP/Business Development, RAB
Source: Radio Advertising Bureau®
Forecasts reveal that digital is driving the advertising rebound in 2021 and, according to Tony Hereau, VP of cross platform insights at Nielsen, “Radio is the soundtrack of America’s recovery.”
Radio, across all of its digital platforms, has and continues to experience exponential growth, earning significant share of media consumption throughout 2020 and the post-pandemic. While over the air AM/FM radio accounts for 76 percent of the daily audio time spent with any ad-supported platform, understanding consumer behavior as they move across platforms and what motivates listeners is critically important for marketers who are poised to succeed in the rebound.
Radio is seamlessly experienced throughout a consumer’s day, regardless of platform, with motivations for listening ranging from companionship to escapism to mood elevation. Listeners rely on the medium to connect them to the content they desire when they want it, how they want it, and where they want it.
A day in the life of radio listeners varies by motivations, demographics, and psychographics, but there are certainties that remain true. Between August and October 2020, Audacy conducted a groundbreaking study, “Audio Amplification: Defining Engaged Impressions,” in partnership with Alter Agents, and the results showed how audio across platforms draws audiences, moves them emotionally and leads to action. The study found that over-the-air (OTA) radio listening and streaming across all formats tend to be anytime occasions, with significant peaks in listening when people wake up in the morning, and while they are out and about or commuting to work and school. Podcast listening is reserved more for time alone. The Katz Radio Group identifies radio as “the soundtrack to listeners’ daily journey.” Listeners lean into the audio that suits their moods and interests. In turn, audio has the power to improve a listener’s mindset, moments, and receptivity.
Listeners are trusting and loyal to their radio stations, regardless of when or where they are listening. In order for brands to earn and maintain trust and loyalty among their target audiences, they need to not only look inward and toward their consumers, but to look at the environments for which their advertising is running.
Nielsen’s Total Audience Report, released end of March 2021, revealed that broadcast radio remains the No. 1 reach medium, and consumers trust the ads they hear on the radio more so than they do ads on any other media, with 60 percent of adults 35–49 and 54 percent of adults 18–34 considering radio spots very or somewhat trustworthy.
2020 also brought a renewed focus on the importance of local marketing. Nielsen’s Total Audience Report states that the vast majority of respondents agree that it is important to shop local and support local business, with 74 percent of urban dwellers feeling it was very or somewhat important to shop in person at local businesses, compared to 67 percent of suburban and 70 percent of rural residents.
It is a simple fact that the 15,000-plus local broadcast radio stations are rooted in the communities where listeners live, work, go to school, or go about their day. According to the 2021 Jacobs Media Techsurvey, 49 percent of consumers strongly agree that one of radio’s primary advantages is its local feel, and nearly half say they tune in to radio to keep them company.
Localizing messaging and local advertising is more important now than it has ever been. Consumers recall advertising for locally owned businesses at a greater pace than national or online retailers. Radio is the solution for marketers to engage hometown consumers, providing the trusted environment that will build loyalty, influence decisions, and the local insight to create relevant connections. Read more.
Radio’s ability to influence and create relevant connections for brand partners brings another added benefit to them, which is generating significant word-of-mouth activity. According to Idil Cakim, SVP of research and insights at Audacy, and author of the book Implementing Word of Mouth Marketing, audio is uniquely positioned to propel word of mouth for brands. Cakim said “As our Engaged Impressions study shows, audio — including OTA, streaming OTA, and podcasts — is the most trusted medium, when it comes to product recommendations and advertising. Trust is what makes consumers pass along information with confidence.”
Jacobs Media has been measuring Net Promoter Scores (NPS) for the past 17 years as part of its annual Techsurvey. NPS is derived by asking consumers, on a scale of zero to ten, how likely they are to recommend a radio station to a friend, family member, or co-worker. In 2020, commercial broadcast radio earned the highest NPS it has ever achieved, and it has been strong in the past. In a year that was anything but usual, Fred Jacobs, president and founder of Jacobs Media, attributes these breakthrough scores to the fact that “consumers gravitated to personalities and programming they were familiar with and they could count on. Stations that did an exemplary job of reflecting the local vibe — supporting local businesses and essential workers — may have helped power these all-important Net Promoter Scores.”
A few of the most successful drivers of word of mouth included trusted influencers, organic content, and online reviews. Each of these are uniquely part of radio’s DNA. Radio influencers‘ proven track record to drive trust, build brands, and drive word of mouth is undeniable. They are live and local personalities delivering native content to their loyal listeners via their broadcast, social media, and digital audio megaphones. Audio endorsements by radio personalities increase receptivity and consideration with 80 percent of listeners trusting and valuing their favorite personalities opinion and 77 percent indicated they are influenced by a radio personalities brand and product recommendations.
The combination of understanding behavior, as consumers move across radio platforms and what motivates them to act, leads to an omnichannel conclusion. Digital growth, which stems from the incredible surge in search and e-commerce behavior, is important, and understanding the power that radio brings to that digital activity is perhaps even more important. Tony Wright, CEO of WrightIMC, a full-service digital marketing agency, spoke about this in a recent post for Search Engine Journal. “The agency’s clients that effectively use radio have significantly higher click-through rates than their counterparts who are not using radio. We’ve seen the data for clients who are Fortune 10 businesses, as well as start-ups, and know it to be the case.”
Wright added, “when consumers are searching for something and they see a name they have heard of, they are more likely to click on that listing.” Combine Wright’s insights with the trusted, locally relevant, influential, and organic content delivered by radio, and it is a winning combination for any brand.
Throughout 2020 and continuing through 2021, there has been a strong call to arms for brands to step up as a force for growth and a force for good. The marketers who have implemented strategies and further defined their values and purpose to support consumers are making a difference, earning trust among consumers, and contributing to a more “equal, just, and better world” in the places consumers’ call home. Radio, across all of its live, local, experiential, digital, and broadcast platforms, is the most trusted environment for those brand messages to connect and motivate listeners to act.
The Value of Trust
Author: Jeff Schmidt, SVP/Professional Development, RAB
Source: Radio Advertising Bureau®
“Trust me.” Ever have someone say those words to you? Or “I’m going to be totally honest with you…”. Just saying those words is likely to raise red flags for the people you’re talking to. If people can trust you to be honest, why would you have to say it?
According to Harvard Business Review, “The one thing that’s been hit hardest because of the pandemic might be our ability to trust.” While some of us will be going back into the office soon, others will not be going back at all, and many will work in a hybrid model. A hybrid model can be rife with the potential to build or erode trust. Trust is a feeling and a perception. It’s an emotion that is built slowly over time through repeated interactions. So how, in a hybrid work environment, where we don’t congregate around the coffee pot or in the break room, can we build trust with our colleagues or an organization?
Recent Harvard research indicates there are a few things you can purposefully do to build trust:
Acknowledging other people’s emotions can strengthen social relationships at work. The simple act of verbally recognizing emotions makes people feel understood and builds a connection.
Acknowledging negative emotions boosts trust more than positive emotions. Negative emotions lead to more meaningful conversations.
Acknowledging emotions boosts trust more than acknowledging the situation – people give more credit to those who acknowledge and empathize with emotions. (For example, saying to someone “You seem upset.”)
As with the other elements of trust, sincerity is crucial. If your co-workers, clients, or friends believe your actions are selfishly motivated, it will not result in effective communication. Your sincerity, authenticity, and empathy are critical to building trust.
In a post-pandemic world (can we say that yet?), we’ve learned that brand choice and brand loyalty have been severely impacted by current events, lack of inventory, or misfired communication strategies and an increase in customer expectations. People expect more of brands and organizations than ever before and they expect it in advertising. We know that consumers trust radio ads, but what role does trust play in personal and business relationships? In this role, it has never been more important.
Search the word “trust,” and you’ll get nearly two billion search results. Meaning, it’s important stuff. Trust is defined as: assured reliance on the character, ability, strength or truth of someone. This is how to build trust.
Mark Altschuler is responsible for general business management and operations at MediaVilllage. In a recent article, Ad Sales Excellence Begins with Trust, he shares some critical information from The Myers Report Survey of Advertiser & Agency Executives:
Trust and reliability was ranked as the most valued attribute according to 700 advertiser and agency influencers who responded to the 2021 survey.
Altschuler shares seven things he says are common to media that contribute to positive or negative trust:
Delivering on Audience Guarantees.
Being proactive with information. Transparency about changes in your company build trust.
Everyone plays a role. A promise fulfilled earns trust. A promise broken damages trust.
Trust is an all the time thing.
Reverse actions that damage trust quickly. Solve problems and mistakes quickly.
Organizational trust is won by teams.
Trust is a habit to be discussed, understood and honored in the organization.
Without a doubt, the events of 2020 have changed everyone. Sixty-three percent of adults agreed that COVID-19 has changed the way they will act permanently, according to the 2021 April COVID-19 MRI-Simmons. These changes will extend into relationships – whether they are personal or business-related.
Whether you work for a radio station, advertiser, or agency, there are expectations in our working relationships, and that is how trust is created, nurtured, and developed. No matter what research you look at, the common threads of trust are honesty, transparency, and consistency.
The advertising industry applies and uses acronyms for everything – because it helps us remember. While TRUST is a simple five-letter word, we at the Radio Advertising Bureau are using it as an acronym. Trust as an acronym embodies these elements:
T – Transparency – Your friends, clients, and co-workers deserve the straight story – no spin.
Things change, and mistakes happen. Sometimes, with the best intentions, strategies fail to deliver. When they do, don’t sugarcoat it or try and spin it in a favorable light. Tell the truth – even the ugly truth – and work with the client to make the appropriate adjustments.
R – Responsibility – Behavior, not words, mean the most.
Take responsibility for your actions. This can be as simple as showing up for appointments on time or making calls when you said you would. If you make a commitment, take responsibility for it – follow through. When mistakes happen – and they will – admit them immediately and take action to create solutions.
U – Understand – It’s our job to understand challenges our friends are facing, the nuances of ad categories, and the changes to business.
Running a business today is more complex than it ever has been. The more you can demonstrate that you understand businesses’ unique challenges, the more likely you will be able to serve them. People trust and work with people who “get it.”
S – Service – Superior service demonstrates the importance of the value placed on the trust you’ve earned.
As representatives of brands or organizations, you can never maintain a long-term relationship based solely on product, price, or other item. It is what you do beyond that. It’s your service that will set you apart.
T – Truth – Be truthful in all interactions.
Truth is the foundation of trust. In the other areas of trust-building, there is likely some latitude and room for mistakes. But when it comes to truth, a single lie or misrepresentation can kill a relationship.
Trust is critical for relationships to flourish personally or professionally. As a medium, radio is consistently ranked highest above other mediums for trust based on our ability to super-serve our local communities. Responding to the crisis, being the voice of calm during storms, listening and interacting and providing support wherever and whenever needed. Radio’s consistent service to its local communities has earned it the badge of trust. We can all learn from what radio has done as a medium and apply it to our personal and professional relationships.