The Business Bulletin
The importance of radio in your marketing Never before have we had so many channels to communicate, market and spread our message as we do today, and the drive over the past few decades has been too digital – forever new and launching platforms and frontiers, each then developing their own experts as to how to use that platform and how it’s best for XYZ industry and ABC customers (and of course using their expertise to help deliver it).
Radio isn’t dead!
ownership), but I normally then go
especially for new businesses,
Whenever I speak to marketers,
as a percentage they think listen
enterprises and new marketers, I want
or to school, college or university
to radio each week with a ‘price is
to remind and maybe even introduce
students about radio, as part of the
right’ style higher or lower game.
you to the power and importance
introduction I normally ask them
Why not take a moment to consider
of making sure radio is in your
how many listen to radio each week,
this yourself…. 50%, 60%, 70%, higher,
marketing plan, from free media to
normally with varied results based
lower? It might surprise you to know
paid for promotion.
on age and other factors (such as car
that around 90% of adults (15+)
However, in this drive to digital quite often the old ways can be forgotten,
on to ask how many adults nationally
Issue 14 – Sales and Marketing | 27
