As you know, most marketers use demographic data to define their target market, but demographic data doesn’t provide insights into the emotional being who is buying your product.
Who's the emotional body you're trying to connect with and what is the best way to connect with a human being? The idea is to connect on a personal and intimate level. Intimacy gets attention. The most intimate way to do this is through the human voice. Few people realize the power of hearing a message and the special way it interacts with the listener. Think about the seduction of a bedtime story versus just a cartoon. Crafting an audio voice really allows you to relate to the lifestyle and attitude of your audience. A story told with an authentic voice, in the language that a customer can relate to, is the golden ticket of getting someone's attention.
Radio provides this unique platform for tapping into the lifestyles, emotions, and values of whom you want to reach.
Targeting and Mindset Environments
- Each station attracts a core audience that has a distinct set of attitudes, values and lifestyle attributes, or mindset.
- People believe “My Radio station is relevant to me,” with a halo effect for advertisers.
- The mindset environment is the same 24/7, so advertisers can control their reach and frequency by mindset.
Radio is the place people go to feel a part of a community. They tune in and feel instantly connected to other listeners. It's more important to think in terms of lifestyle because it broadens your overall reach regardless of the time of day you run your Radio spot.