Radio and TV advertising are both excellent tools for reaching wide, diverse audiences. When used together, they complement each other and create a more powerful advertising campaign. Since radio is audio only and TV is viewed visually, people listen and engage with them while also performing different activities. OTT (over the top) and CTV (connected television) advertising options are another terrific way to reach a targeted audience, since around 78% of US households subscribe to at least one streaming service.
Let's look at why using Radio and TV advertising together is a great way to market your brand:
1. Increased Reach
Radio and TV advertising, when used together, can help you reach a wide audience. Around 83% of Americans listen to the radio each week. TV watching is also a popular pastime with 55% of Americans watching at least one to four hours of TV daily.
By positioning your brand on Radio and TV, you can reach many interested listeners and viewers and spread the word about your brand to an audience that might not otherwise have the potential to learn about what you have to offer.
2. Better Targeting
Both Radio and TV advertising can be used to target specific demographics. For example, you can target people who are likely to listen or watch certain shows, or who live in specific geographic areas. Using both Radio and TV advertising will allow you to narrow your targeting more effectively while still helping you reach those prominent members of your target audience.
With better targeting, you can focus your advertising efforts on those most likely to need or may want your brand. By working with a marketing partner like Mid-West Family Springfield, you can improve your targeting and choose programs and personalities that are likely to appeal to the members of your target audience.
3. Improved Brand Recognition
Brand recognition is key for ensuring customers know who you are and that, when they have a need in your industry, they think of you first. Consistent messaging across multiple channels is an ideal strategy for improving brand recognition and helping to create a more cohesive and memorable brand message.
Sensory memory occurs as information that has hit the senses gets processed. Iconic memory is visual, while echoic is auditory. By submitting information in both forms, you increase the odds that the target will recall that information to their mind later. Iconic advertising focuses on visual images: television ads or many forms of online advertising, for example. Echoic advertising, on the other hand, is auditory in nature and focuses on the sounds included as part of the image. Effective TV and Radio ads, especially when used in combination, can help trigger both types of sensory memory and increase recall of that brand, cementing your brand in your audience's mind as the preferred choice when they have an interest in your brand.
Keep in mind that TV fragmentation of audiences, in which audiences may spread themselves over a wide range of shows and content, is much higher than Radio advertising. As a result, if you are looking for a strategy with increased reach and frequency, Radio advertising is a fantastic way to get access to your audience more consistently and more often.
4. Increased Frequency
People tend to listen to Radio and watch TV at different points during the day. For example, they might listen to the Radio during their morning and afternoon commutes, then settle in to watch TV at the end of the workday. By launching both TV and Radio campaigns, you connect with your audience at different points in their schedules. The more often they see or hear your message, the more likely they are to remember it. That increased frequency can make all the difference when your customers are ready to choose a brand for a purchase in your industry.
Increased frequency also helps keep your brand top of mind. In many industries, you only bring in customers occasionally. For example, landscapers may be more likely to bring in new business during the spring and summer months. Customers need real estate agents only a handful of times in their lives. When customers are ready to decide about the business they want to use, you want to be sure that they think about your brand, which means maintaining consistency and frequency over time.
Let Mid-West Family Springfield Help with Your Radio and TV Advertising Needs
Combining Radio and TV advertising is a powerful tool that can promote your brand and increase your reach and effectiveness.
At Mid-West Family Springfield, we include Radio and TV advertising as part of a comprehensive marketing plan to help improve your ability to reach your target audience and increase your sales. Contact us today to learn more about our services.
