Public radio is a highly effective avenue for not only engaging with listeners, but also immersing yourself in their psyche. For example, at the height of the COVID-19 pandemic, some 57 million listeners tuned in to NPR. Moreover, 92% of public radio listeners are active in their communities.
The point is, when you utilize local public radio as a key component of your marketing mix, you can expect to both build and strengthen your brand following. Your high-quality messages will enhance your standing among members of the local community, and reinforce your market position.
How Does Local Public Radio Benefit Businesses in the Local Community?
What are some specific advantages that you can gain from investing in local public radio? While this is by no means a comprehensive list, here are some key benefits to consider:
1. Less clutter
Just in terms of sheer advertising volume, public radio stations are far less cluttered than their commercial counterparts. In fact, public radio only airs an average of 2-5 minutes of sponsor messages per hour, compared to up to 15 minutes of advertising on commercial radio.
With less saturation in this marketing space, your brand has more opportunity to stand out. Not only are there fewer surrounding messages to distract listeners, but listeners are more likely to be highly engaged with your message (especially if you're sponsoring one of their favorite programs).
2. Fewer competitors
In conjunction with the above factor, fewer sponsor messages per hour equates to less competition for your brand within this marketing medium. Placing your message in such a limited-inventory context will make it more memorable, and therefore more effective. You'll also be able to reach a customer segment that may remain inaccessible to competing businesses.
In short, viewed through a competitive lens, local public radio spots are often a triumph of quality over quantity. Instead of fighting fire with fire on commercial stations, you'll be able to win the advertising battle that other companies aren't even participating in.
3. A more organic fit
Have you ever been listening to commercial radio (or even watching television for that matter), when out of nowhere an ad appears with a message and tone that are diametrically opposed to the program you've been enjoying? It's a jarring contrast, isn't it? Sometimes it can even be irritating.
Consumers often face that scenario. Here's another one to consider, this time from a company's perspective: Imagine if your message is placed right next to an undesirable ad (perhaps a political ad, or a promotion for a controversial business in the local area). Isn't it possible that "guilt by association" will erode listeners' respect for your brand, even subconsciously?
The good news is, by investing in local public radio you're able to exercise greater control over how your messages are contextualized. For example, during a break the program host may read your ad copy, or otherwise promote your brand while adding his or her own touch. You can also make sure that surrounding ads don't recontextualize your message in a negative way.
The final effect is that your messaging feels much more organic within the context of the program. When your message is presented in a tone and voice that are familiar to your audience, they'll react appreciatively.
4. Enhanced brand perception through values-driven marketing
It's no secret that many radio programs tend to appeal to listeners with a shared set of values. Some common positive attributes associated with public radio include trustworthiness, informative content, support of education, and promotion of good causes. Whatever the specific values might be, the listeners will often identify brands with the programs they sponsor, and thus view them as benefactors to the community at large.
When you invest in local public radio, you can position your brand as a "champion" of the value set espoused by the program in question. Your audience will appreciate how your company aligns with their sensibilities, and will be more likely to do business with you as a result.
Leverage Local Public Radio and Local Immersion to Grow Your Business
Investing in local public radio can provide wonderful benefits for your growing business. It can:
- Make your message more memorable
- Reach a valuable audience while bypassing competitors
- Reinforce positive perception of your brand through values-based marketing
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If navigating the details of local public radio isn't "in your wheelhouse," consider working with an experienced media partner that can help you maximize your return on ad spend. In any event, be sure to leverage local public radio and immersion to grow your business, and enjoy sustainable success for years to come.
