Regional Media talks to people at the right time and place
Regional Media works in “real time” so ads can be run at just the time when people are most ready to be influenced by the message. For example, a leisure centre can advertise on a Friday night when people are planning their weekend; a car dealership can target the ‘drive time’ to reach people in cars; a local retail outlet can advertise on Friday and Saturday mornings to promote weekend offers. Research shows that ads are far more effective when people are thinking about a related subject.
Regional Media reaches out to customer
While it’s easy to skip the ads on TV and in newspapers, radio ads are harder to avoid. Research shows that people just don’t avoid the ads like they do in other media. This means that radio is ideal for reaching out to new customers (the lifeblood of most businesses) – they will hear the ads regardless of whether they think they are in the market or not.
Regional Media is a ‘local friend’ for listeners
Listeners typically describe their favorite local radio station as a friend, and that friendship can be used by advertisers to change the way local people perceive them – to keep ahead of the competition. This is especially true for branded content (sponsorships and promotions). If a Regional Media announcer says that prizes are “thanks to our friends at ABC Motors”, listeners will begin to feel a warmer relationship with that company.
Radio is the most flexible medium
Business conditions can change fast, and radio is well set to meet those changes. Production of commercials is quick and relatively low-cost, and this allows local advertisers to put out just the right message at the right time. This flexibility works particularly well for advertisers whose business changes fast with late deals, extended sales, reaction to news/weather with late deals, extended sales, reaction to news/weather.
Radio builds long term brand dominance
Naturally the listeners to Regional Media stations are local consumers. But more importantly they are also the right kind of local consumer. Regional Media listeners tend to be family oriented. This means they are more likely to have families and to spend more on shopping and home purchases.
Regional Media reaches the right local audiences
Small businesses can become much bigger businesses by using radio as their primary medium. Because radio messages are repeated more often and have lower levels of avoidance, by the time a listener is ready to make a purchase, the retailer’s or businesses brand name and values are strongly established in their mind.
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