Author: Annette Malave, SVP/Insights, RAB
If you are a homeowner, you are most certainly familiar with the “honey-do” list. (If you are not a homeowner, it is a list of maintenance tasks that need to be done around the home.) Somehow, these lists never seem to end – the moment you cross one task off, another quickly takes its place.
Continue reading “Radio Builds Home Improvement Businesses”Author: Tammy Greenberg, SVP/Business Development, RAB
The constantly evolving makeup of today’s American population has made it one of the most ethnically diverse and multicultural nations in the world. From a marketing perspective, multiculturalism is a challenging concept to activate; developing creative and selecting the right mix of media that will achieve relevance across a multicultural spectrum is a difficult feat. For efficiency, many brands will market in a way that either appeals to the cultural nuances of a total market, a specific race, or communities of people who share the brand’s values.
Continue reading “Why Radio Should Play a Central Role in Multicultural Campaigns”Contributor: Beth Osborne, director, marketing and content, Marketron
Advertising is continuous. The biggest brands in the world are still buying media, so why wouldn’t a local business? The argument that everybody already knows the business doesn’t hold up in the modern world. Just because a consumer knows a company doesn’t mean it’s at the top of their mind or has value in their eyes.
Continue reading “Why Do Local Companies Need to Advertise Continuously?”Author: Victor Texcucano, Content Coordinator, RAB
Inflation is apparently cooling. Well, at least that’s what some of us keep hearing. Grocery shopping, however, still feels like it is draining our bank accounts. Things are improving, however, but food retailers should promote savings to reach cost-consumers in their area.
Continue reading “Radio reaches grocery shoppers as they deal with a volatile economy”Contributor: Nicole Ovadia, vice president of forecasting and analysis, BIA Advisory Services
The radio advertising landscape is in the midst of a dynamic transformation, but within this evolution lies a world of untapped potential. As consumer habits adapt and digital integration becomes the norm, key industries are reshaping their advertising strategies. Yet, amidst these changes, local radio stands strong as a resilient and potent force in the media mix – the fifth largest media when you examine the total local advertising marketplace.
Continue reading “What’s on the Horizon for Radio”Author: Annette Malave, SVP/Insights, RAB
Buying a home, estate planning or getting a divorce. These are just some of our rites of passage that we may experience as adults, but they are also times when we find ourselves in need of legal services.
Continue reading “It’s Good Judgement to Use Radio for Legal Services”Author: Nick Arias, Research & Insights Assistant, RAB
Broadcast radio plays an important role in the lives of listeners and will continue to be a part of their daily routines. Engaging with radio content matters to these listeners and as broadcast radio expands the conversation via podcasts, the combined role that radio and podcasts play as part of the audio pie becomes significantly greater.
Continue reading “Radio and Podcasts – Engaging Listeners Everywhere”Author: Victor Texcucano, Content Coordinator, RAB
Electronic retailers are one of the more popular places where consumers shop for gifts for loved ones. Whether it’s a new tablet for the kids, a new laptop for a college student or a brand-new 80” 4K TV for the living room, electronic retailers sell many high-ticket goods valued by all consumers.
Continue reading “Electronic Retailers Have the Goods This Holiday Season”Author: Annette Malave, SVP/Insights, RAB
According to new estimates released by the U.S. Census, the Hispanic population accounted for nearly 71% of total U.S. population growth. In 2023, Hispanics were the second largest group per this data.
Continue reading “Radio is a Must to Reach Hispanics”Author: Annette Malave, SVP/Insights, RAB
With temperatures around the country on this rise, who wants to cook? Dining out or taking out is the way to go.
Continue reading “Radio is on the Menu for Restaurants”Author: Tammy Greenberg, SVP/Business Development, RAB
Navigating the complex world of attribution is not that complex with new measurement capabilities in play for radio success
There is a misperception in the advertising community that an audio ad’s influence on a consumer’s purchase journey can’t be measured to the same degree as ads that run on digital media. This inaccuracy is grounded in radio’s broadcast nature, which makes attaching a digital pixel for tracking individual listeners from exposure to purchase an impossibility.
Continue reading “If You Can Dream It, Radio Can Measure It”Contributor: Beth Osborne, director, marketing and content, Marketron
As digital advertising continues to become a growing part of a station’s revenue, you may have a book of businesses that are digital-only advertisers. Maybe they aren’t convinced of the value of radio ads or seek an audience outside of your station demographics. For new advertisers, they may have never purchased an audio ad before. There are many reasons they may be in this bucket. The question is, should they be?
Continue reading “Why Digital-Only Brands Should Become Broadcast Radio Advertisers”Contributor: Dr. Leo Kivijarv, EVP/Research, PQ Media
Last week’s post focused on the 20 unknowns of this year’s political cycle. This week, the focus will be on political media buying, trends and broadcast radio’s role and opportunities.
Continue reading “Elections 2024: Initial Projections for 2024 Political Media Buying“Author: Annette Malave, SVP/Insights, RAB
During the height of the pandemic, consumers found themselves not only reevaluating where they lived, but also the furniture they had in their homes. Dining rooms and kitchens became makeshift offices. Consumers quickly realized that they needed to look at their home furnishings with a different perspective.
Continue reading “Radio Delivers Furniture Buyers”Author: Annette Malave, SVP/Insights, RAB
What a difference a few years make. We have all seen it and experienced it. Although different, business is back from the impact of the pandemic. Shelves are full and automotive dealer lots are full. Automotive has gone from a seller’s market to a buyer’s market.
Continue reading “Radio Accelerates Website Traffic for Auto”Author: Victor Texcucano, Content Coordinator, RAB
Pens, pencils, paper, staplers, sticky notes… Even more expensive things like computers, printers and office chairs. These days, it’s practically impossible to run a modern office without such items. Whether you work from home or work at a business office, supplies get used daily, and while e-commerce retailers are fierce, office supply retailers have a need to reach consumers in their areas.
Continue reading “Use Radio for Office and BTS Supplies”Author: Nick Arias, Research & Insights Assistant, RAB
Although the year is still young, the summer season is quickly approaching. People are in the right mindset to get in the best shape possible. While many are reaching their fitness goals, there are some that are still figuring out where to start.
Continue reading “Radio’s Strength in Fitness”Author: Annette Malave, SVP/Insights, RAB
Partnerships are important. Ask anyone who is trying to grow their business, and they will admit that along with their own hard work, the partnerships and relationships they build with both consumers and other businesses has helped their own growth and impact.
Continue reading “Radio is the Perfect Partner”Contributor: Steve Passwaiter, President, Silver Oak Political
Last week, I provided some background into local races. I also focused on the importance of sharing insights and information about radio listeners, dispelling misperceptions about radio and tapping into the creativity that is synonymous with radio. This week it is about execution.
I think I’ve likely given you some definite clues about taking care of executing political advertisers. Armed with solid data about how adding radio to schedules helps increase the advertisers reach to voters, you’ve got a talking point to get someone’s interest. What are you doing to promote that? Radio has multiple platforms to reach listeners AND advertisers. It’s worth using some of those to make the results of this study known in your market.
The one indispensable piece of advice I can provide is the one that is used in the title of this blog: Don’t forget your backyard! Use your local influence; get out and meet the people within an hour’s drive that are going to control millions of local dollars. Get to your state’s capital and introduce yourself to the people that run the political parties at the state level. This is a group of advertisers running a massive one-day sale in November. How can you help them deliver their message to the market? Think about bundling those digital assets they can use, too. (Many are unaware that radio can do that too.)
Remember – you must play the long game in politics. That means that you don’t stop once the election is over. There will be dollars in play in 2025, and the “off” years are not so off any longer. This is a great time to expand relationships and explore new ways of helping.
I once was told by one of my old radio sales managers that the best time to sell is when nothing is happening. He was right about that. You’ll find that political agencies and political contacts will be more likely to hold a meeting with you, especially if you’ve have people that will recommend you. Sales is like politics – it is all about relationships.
As we consider the rest of 2024, pay particular attention to your properties that reach into the African American and Hispanic communities. Political parties will plan to spend not just candidate dollars but, dollars aimed at increasing voter registration and participation in both communities. Recent polling is showing a shift in voter attitudes and that likely translates to each political party having to do more work and spend more money to bring these voters to their side or keep them on their side.
There are local coordinators that are in charge of these efforts and it’s time to get to know them and see what you can do to help them to do their job. The financial rewards are obvious in the short term and the relationships you build are a bonus in the long term – with future election.
Former Speaker of the House, Tip O’Neill, was credited for saying that “all politics are local.” For radio broadcasters who work hard and who are part of their communities, it’s time to change the rules of engagement. It is time for broadcast radio to reap the shares it deserves in political advertising.
Author: Annette Malave, SVP/Insights, RAB
In today’s advertising landscape, there is a great focus on Generation Z – what they like and don’t like. It isn’t that this generation isn’t important. It is that there is another that is often missed – baby boomers.
Continue reading “Boomers are a Sales Opportunity for Businesses”
