Companies can only continue growing by gaining new customers, which is why they often rely on increasing brand awareness as a marketing tactic.
Any awareness campaign requires planning and effort to ensure connection with the target audience. Depending on the marketing medium used, businesses can conduct campaigns to increase brand awareness with no added production costs.
How Radio Increases Brand Awareness
Radio is a powerful medium to reach your target consumers and generate interest in your product or service. People across socioeconomic backgrounds listen to radio programs during regular intervals, whether it's their morning commute or while winding down from work at home.
Public radio can significantly impact brand awareness for sponsors since it's an uncluttered platform. Listeners recall public radio messaging since sponsorship messages are expected and delivered in a tone and tenor that listeners appreciate.
They’re also more likely to recognize brands that support public radio through corporate sponsorship due to the distinct, straightforward delivery of the messaging promoting your brand.
Public Radio Campaigns Save on Production Costs
A key difference between commercial radio advertising and public radio sponsorship is that your brand’s message is read by the radio host or station talent. This ensures that your message is delivered to the show's audience in the most effective and informative way. In turn, sponsorship messaging incurs zero production costs because no pre-recorded ads or additional audio editing are required.
The station handles the development of the message copy and delivery, meaning corporate sponsorship messages still meet rigorous station-specific and FCC standards while allowing your brand to connect with tens of thousands of listeners.
This succinct, straightforward delivery also imparts your brand with the "Halo Effect," where listeners associate the station's values with the sponsor. Listeners are likelier to act when they discover a brand or business from one of their favorite on-air personalities, in fact, 75% of listeners are more inclined to buy products from brands that sponsor public radio.
Reach a Quality Listener Base with Public Radio
Public radio connects sponsors with a quality audience of interested and engaged people. It connects with a broad and diverse fanbase consisting of highly educated listeners. According to the NPR audience profile, 70% of listeners have a college degree, with 36% of those holding post-graduate credentials. They also tend to be more affluent than the average American.
This dedicated audience values direct sponsorship messaging and will frequently use their increased purchasing power to support the sponsors that support their favorite station.
Public Radio Sponsorships are a Cost-Effective Tool for Increasing Brand Awareness
Radio is an excellent avenue for generating brand awareness — especially public radio. With uncluttered messaging, no production overhead, and an intentional audience that appreciates the sponsorship messaging they hear, public radio is an ideal platform for improving brand awareness and brand perception.
If public radio sponsorship isn’t already part of your marketing plan, consider adding it. Public radio sponsorships may prove to be a highly effective — and cost-effective — tool for expanding your consumer base and motivating listeners to do business with your organization.
