Radio Ink posted an article reminding us about the power of a good media mix, which is something advertisers tend to take for granted when it comes to Radio.
In it, David Gifford writes on why advertisers must still use Radio as part of the overall media advertising mix for ad buys.
Here are some highlights:
- Media mix translates to adding more and different ad media to increase reach. Overspending on reach, at the expense of driving commercial messages home repeatedly, represents the biggest mistake in advertising today. In short, reach doesn't mean anything without frequency.
- A proactive, Radio-driven media mix campaign includes using many platforms to connect with a consistent relationship-driven audience. Radio uniquely works well with digital connection points. Advertisers increase frequecy and connection by linking station assets.
- Here is an example: Run a robust spot radio schedule, activate promotions, and/or big event sponsorships, create buzz with texting and Twitter, give info with website tie-ins linked to prospects' websites, connect with direct mail to your listener database, point-of-purchase merchandising, and partnering with outdoor to help advertisers reach those active lifestyle consumers when they’re out shopping.
Read the full article here.
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