According to a Nielsen report, radio still commands the highest shares of collective trust in advertising. Given the portability of radio, marketers can reach their target audience on the go and at their convenience, allowing them a competitive edge over their competitors.
Furthermore, according to Katz Radio Group radio audience statistics, 77% of radio listeners are willing to try a product or brand recommended by their favorite radio personality. This makes for an effective strategy to increase a business's brand awareness and reach more potential leads.
Despite radio endorsement campaigns' legitimacy and effectiveness, it is important to acknowledge existing rules of engagement to aim for a fully optimized campaign. Below is an expert radio endorsement guide on what to do and what not to do.
Don't Work with A Personality that Won't Use Your Product or Service
Radio endorsement marketing must sound and appear believable for it to be compelling. This means the influencer must believe or seem to believe in your product or service. The alternative is an influencer who appears less interested or not deeply informed about your offering.
Avoid working with radio personalities who lack a genuine investment or interest in your product or service. Listeners are more likely to receive a radio personality's authentic assessment.
Ensure the radio personality is involved in your brand. Share with them your company values, culture, and goals. That way, anything they say about your product or service sounds believable.
Don't Try to Control the Script
Besides partnering on the creative, allow the radio presenter some room to slightly improvise the narrative with their unique, fresh spin. Each radio presenter/endorser boasts their unique style, easily noticeable by their listeners, emphasizing authenticity. Additionally, most listeners purposefully tune in to their favorite presenters' shows for their unique presentation styles and personalities.
Allowing the endorser room for improvisation impacts your brand awareness and, ultimately, your conversion rates. An audience resonating with the presenter's style comprises prospective buyers. As such, avoid trying to control their script and mode of delivery.
Don't Only Consider Personalities You Like
Bias in radio marketing can close you off to a potentially larger audience than your typical favorite presenter. Marketers should partner with a media expert to help you identify the best radio influencers to help you reach your target audience.
While considering your favorite personalities will appeal to your personal needs, it will less likely impact your marketing needs and goals. Consider doing your research to determine a radio personality who is not only aligned with your product or service but also has a broader media reach and a bigger target audience than your favorite personality.
Don't Try to Fit Too Much In
Sometimes, less is more. Too much information can confuse listeners, and the call to action or path to purchase should be as simple as possible. Avoid trying to fit too much information in your radio endorsement by liaising with the radio personality. While you're allowed control over the copy, advertising experts recommend involving the radio personality in drafting the final message.
Furthermore, avoid leaving listeners hanging for more information after listening to an impeccable endorsement of your product or service. Ensure you include a clear call to action and give listeners a reason to connect with your brand. You can use limited-time offers or special promotions to motivate listeners into your intended CTA.
Don't Waste Your Money on Low-Frequency Campaigns
A radio endorsement is an effective marketing strategy that can get you an impressive ROI. However, to attain such returns on investment, you need to develop a long-term marketing strategy to include an integrated approach for the best results.
A short-term radio endorsement campaign won't be nearly as effective as a long-term one. A more extended campaign contract with the endorsing radio station and personality guarantees authenticity and consistency.
Investing in such a high-frequency campaign also builds a trustworthy relationship with your target audience, especially if they get to hear the same personality showing trust in your product or service consistently. A long-term high-frequency radio endorsement campaign is a compelling long-term marketing strategy, which can pay off if done well and with the right personality.
Radio Endorsement Campaigns with Bonneville Bay Area
Radio endorsements can help you reach over 200 million adult daily radio listeners for your marketing needs. However, before you reach out to prospective radio stations and podcasts, ensure you understand what to do and what not to do.
For starters, ensure you work with a radio personality who understands and has experience with your product or service. Also, allow the presenter room to improve the script to help pass across our message in a more authentic voice and style.
Be open to trying different radio stations and personalities while being clear about your message and the expected call to action. More importantly, avoid investing in low-frequency campaigns.
Ready to kick-start a radio endorsement marketing campaign? Working with a media partner ensures success from the start.