Sometimes, structuring an effective marketing plan can be a tall order, especially with so many ways to reach your customer base – digital ads, email, outdoor, direct mail, print, television and, of course, radio.
So, how do you reach the highest number of people with the options you have? According to a recent study from Nielsen, no matter what else you’re doing, the answer is to ADD RADIO.
“The headline is that radio makes your TV better,” says Pierra Bouvard, chief insights officer at Cumulus Media & Westwood One.
And it’s not just TV ads that benefit from increased impact when paired with radio – all types of branding campaigns are boosted, to varying degrees, when radio is added to the mix.
Adding radio to the marketing plan increases the number of impressions any given person gets of your brand because radio reaches 92% of persons 18+. It also adds an extra layer of credibility – a phenomenon known as ‘multi-source validation’.
A concrete example of radio’s ability to drive online search activity comes from an RAB commissioned study that showed advertising on radio drove a 29% incremental lift in online brand search results. This shows that radio can play a pivotal role in influencing a consumer’s path to purchase as they hear about, see and research YOUR product.
No matter WHERE your marketing dollars are committed, adding a Michigan Radio campaign to your plan will help increase awareness of your brand with our highly regarded audience across the state. Let us know how we can help you build a custom schedule on Michigan Radio! Contact us today!