Making radio work for you!

Customers experience your business by what they see and hear. Music has the capacity to create an emotional connection. This makes it vital to control what your customers hear. Whether you have only a few or thousands of locations, Corporate Radio Services can work with you to determine appropriate and flexible audio content.

In Store radio has proven successful for a number of high profile businesses. Colgate Palmolive, Cadbury's, Dixons, Lloyds Pharmacy, Iceland, etc., have all seen significant increases in product awareness by customers and staff alike and sales both locally and internationally. Sales increases of 30% and above have been reported on featured products.

The benefits of radio over TV is that it is a low avoidance medium. By creating a pleasant ambience for your customers and staff companies are in a unique position to audio brand a lot of their products. Whether you run adverts which are used in terrestrial radio campaigns or specific campaigns in store, the flexibility and reach are placed firmly in your companies hands.

Benefits of Synergy

A media mix that includes radio can be more powerful than television only or newspaper only campaigns. The Radio Ad Effectiveness Lab (RAEL) compared the effects of two television advert exposures to the effects of one television advert plus two radio exposures. They also made a similar comparison between two newspaper adverts and one newspaper advert and two radio advert exposures.

The results were striking:

Swapping out one of two television adverts for two radio adverts increased unaided brand re-call by 34%.

Replacing one of two newspaper exposures with two radio adverts almost tripled unaided brand recall.

When two radio adverts replaced one of two television exposures, more people chose the advertised brand as their first choice product.

Consumers that heard two radio adverts and only one television advert could restate a campaign's main message just as well as those exposed to television adverts. Trading a newspaper advert for two radio exposures gave much better message playback than seeing two newspaper adverts.

Advertising Implications

For Advertisers, we believe that this study is valuable from several perspectives:

We already know how valuable radio can be as a way to reach people that are missed or underserved by other media. The study now suggests that radio may be undervalued as a way to affect consumers that are reached by television and print.

While radio can often be a potent alternative to other media, the study provides more reasons to consider using radio as part of the media mix.

This study provides further evidence of radio's ability to communicate an advertisier's message and have it received, remembered, and played back by consumers.

On an ROI basis, radio is more than a supplement. A combined television- radio or newspaper-radio buy is demonstrably more powerful than one using television or newspaper alone.

Moving money into radio is good for the advertiser. The study shows just how potent radio exposure can be when swapped for some of the exposure otherwise used for an alternative.