Communities play pivotal roles in a company’s success and continued growth. Showing gratitude to that community by demonstrating corporate social responsibility helps establish and deepen the relationship, creating a mutually beneficial association.
Utilizing goodwill marketing as a business is an excellent way to increase positive brand perception. One of the most effective ways to establish goodwill with prospects, customers and the local community is through public media sponsorship.
The Benefit of Developing Goodwill with Customers
Sponsoring public radio as a business supports a well-respected and trusted media platform while elevating brand perception in a non-crowded environment. Going further and sponsoring local public radio events and programs deepens that goodwill by providing value without pitching products or services, all while increasing brand awareness.
Goodwill marketing with public media establishes a business as a public steward whose investment goes toward education and benefits the local community. Sponsors support causes and projects that, in turn, support public radio’s listenership.
Public radio presents fact-based news and educational programming, allowing its audience of lifelong learners to form their own opinions. Sponsoring these programs shifts your customer perception toward being a community benefactor that cares about access to unbiased sources of information, helping to provide trusted local news about issues that impact their livelihoods.
Tips to Increase Goodwill
Public radio’s sponsorship format presents brands on an uncluttered platform, helping them stand out amid less competition for listener attention. Sponsorship messages are built into programming and expected, so listeners will be less likely to find them intrusive or tune into a different channel while they’re presented.
The goodwill and positive intent behind sponsoring the station, segment, or event introduces brands to their audience in more neutral, nuanced terms, allowing them to develop a more positive listener perception and form opinions on their own terms.
Sponsoring local station events or membership drives is an excellent introduction to sponsoring public radio. Lending your time, name, and resources to these efforts helps immerse businesses in the local culture and aligns your brand with a worthy cause.
The more people associate a brand with community support, the more goodwill they produce. The more goodwill generated, the more you increase positive brand awareness.
Improve Your Other Efforts with Goodwill Marketing
Goodwill marketing is a gift that keeps giving and acts as a multiplier, magnifying the impact of your other marketing efforts. Businesses associated with sponsoring public radio have a positive light shone on their brand, making them more noticeable overall. It positions them as a community benefactor, making their marketing messaging more readily and positively received.
Public media plays a valuable role in the communities it serves. A large factor in its mission is to inform and educate the public, a cause near and dear to the educated, culturally conscious and affluent public radio audience. Partnering with public radio through a sponsorship campaign elevates your brand credibility through that association.
Sponsoring Public Radio Shows Appreciation for Your Community and Your Customers
Positive relationships, even with businesses and customers, are predicated on establishing a connection. Shared interests and common goals foster that bond, particularly those that hit close to home for the customer.
Consumers are indicating that who the brand is and what it represents significantly influence their spending decisions, where 55% of consumers are more willing to purchase from brands that share their values. They will choose entities that give back and support their shared social values over others that offer similar products or services, creating a cycle of goodwill both in their marketing and through their actions with corporate social responsibility. A public radio sponsorship is easily accessible to even small businesses. It shows that you value your customers and establishes you as a steward of the communities you serve.
