Omni-channel marketing approaches improve your reach, interactions with new and return customers, and ability to create a consistent and recognizable brand. Companies are rapidly jumping on this approach—more than 92% of marketers use more than one channel, and 81% use at least four.
Part of the advantage is simply being present in more places, but the core advantage is different channels can work together for better brand recognition and more sales. Here, we will look at radio and TV advertising—the two traditional channels that pair perfectly and should hold a prominent spot in your omnichannel marketing strategy.
Audio and video complement each other, not replace each other. Most people prefer audio and video during different activities, so using both mediums will capture your audience's attention more frequently throughout the day. You can blend OTT/CTV into your strategy to incorporate modern equivalents to conventional broadcasting.
Consider these four reasons for prioritizing radio and TV advertising for the rest of the year:
Increased Reach
When you have a marketing campaign focused on brand recognition and engaging new audiences, your metric objective is all about reach. If you sell online services, you want to reach a wide geographic area of likely prospects. If you sell physical goods or services, you want to concentrate on reaching more and more people within your target area.
With broadcast radio and television, you can decide which channels to focus on, such as the local news, a local morning radio show to hit commuters during their windshield time, etc. By playing your ads during peak viewership and listenership hours, you can engage brand new-to-you consumers who may not be reached by digital campaigns alone. If you're expanding to a new region, you can duplicate your efforts for your new locale.
Better Targeting
You can do more than just play your ads on the loudest or furthest-reaching channel. People prefer different broadcasts, cable television channels, and radio stations. They prefer different sub-categories. While some listeners spend time with public radio, others listen to streaming radio, and some listen to podcasts. Some viewers have a cable television plan, while others only watch OTT/CTV video.
The first step in radio and TV advertising is to broaden your reach and widen the net of who you can communicate with. With targeting efforts, you can prioritize your spending on the channels where you are more likely to spend their time. You can pick the specific channels, programs, and niches that hold their interest. Streaming radio and OTT/CTV provide far more granular data about viewers' and listeners' engagement rates, preferred programs, activities, and even likely exposure to your previous ads. Over time, you'll have enough data about each buyer persona to target them more precisely.
Improved Brand Recognition
Brand recognition is crucial for gaining new shoppers and holding your audience's attention. Marketing across multiple channels does more than just increase the number of touchpoints. It also makes the context more dynamic. By focusing on radio and television, you're more likely to introduce your brand to new audiences and continually provide exposure.
Viewers will recognize your logo; listeners will remember your slogan; both will come to recognize your branding voice and tone. This means shoppers are more likely to recognize your brand in real-world contexts (such as storefronts, promotional materials, and when shopping online) because they're already primed to recognize different facets of it across various media.
Higher Frequency
Earlier, we briefly mentioned shoppers interacting with radio and television at various times. Shoppers might listen to the radio on their way to work, watch a video during a break, have a podcast playing at the gym, and watch television during dinner. This means you can program your advertising to run when your unique audience is most likely engaged in these and other activities.
Rather than spreading your message across multiple channels so you miss fewer people, you’re making it more likely they engage with your brand multiple times a day. You can have radio ads during prime commuting hours, purchase advertising time during your audience's evening or late-night television-viewing slots and ensure your streaming radio ads are on the channels they'll frequent in between these activities. Conventional wisdom estimates about eight touchpoints are necessary before a sale. Increasing the frequency of those ads while changing the context of those ads helps you reach that number faster without subjecting your audience to ad fatigue.
Grow Your Market with Radio and TV Advertising—Mid-West Family Is Here to Help
Get support from local professionals as you grow your advertising campaigns to reach more channels. At Mid-West Family Madison, we help small and local businesses manage advertising slots, different campaigns, and comprehensive marketing strategies. Reach out today to start growing your brand with radio and TV advertising.
