We live in the age of individualism. Personal choice is the mantra and customization is king. The technological age challenges the dominance of traditional television and newspaper whose once leading advertising appeal has given way to venues that connect to the individual. The impersonal nature of these media wanes in the minds of the new consumer.
In his book, The Tipping Point, Malcolm Gladwell highlights the changing culture in today's marketplace - "People embrace more primitive social bonds and turn to personal networks run by Mavens and Connectors (or) turn to isolation - the need to limit social connections and media options to the trusted few." In this new era, radio is the only traditional media that flexes its multi-platform power and communicates directly to the intended audience of ‘The One.’
Wirthlin Worldwide’s recent study proves radio connects to consumers on a more personal and emotional level than television or newspapers. People trust radio and appreciate its companion like nature in daily activities.
Seven hundred people were asked about their feelings toward (newspaper, television and radio) advertising and how each medium impacts them. They were given perceptual statements such as, "provides me with last minute information about products/services before I shop," and they were asked to rate their level of agreement. Radio consistently ranked higher than television or newspaper in key categories such as "Trust" and "Honesty." The most significant findings were that listeners strongly supported statements such as, "I feel like the advertisements were directed toward me personally," and "Advertisers who use this medium care more about reaching me personally."
Radio advertising is relevant and accepted by consumers. Arbitron and Edison Media research, in their Spot Load Study 2005, found that, “Americans overwhelmingly felt commercials were a ‘fair price’ to pay for free radio programming.” Clearly, the personal relationship consumers have with their radio stations invite a higher level of advertising recognition.
The power of this unique relationship was superbly leveraged by MediaVest and client Proctor & Gamble when challenged to increase the market share of Gain, their popular laundry detergent, among young African American women in Philadelphia. MediaVest chose a popular hip-hop station that’s known for having a strong connection with this specific and elusive female demographic. The station, knowing these women often met at Laundromats, created a spot and event campaign hosting a series of ten "See Ya at the Laundromat" DJ parties. The hip-hop listeners were invited to bring laundry to local laundromats where they received Gain samples and were able to do their laundry for free. The parties, a huge success, often filled the Laundromats to capacity! Capitalizing on the station–consumer relationship, Proctor and Gamble documented a 14% increase in volume shipments during the ten-week promotion.
Radio is a personal medium. It speaks to the individual and cultivates a very genuine and emotional bond with the listener. The power of this unique connection wields heavy weight in the 21st century; while radio is a mature medium, it is tribal, it is community and it speaks to ‘One’.
