What the future of marketing will look like in the post-pandemic world is still up in the air. The past twelve months have shone the spotlight on the weaknesses and flaws of various digital advertising strategies worshipped by the marketing professionals in the past, thus paving the way for some oldies but goodies to come back into the game.
Billboard and radio advertising are two entirely different marketing strategies that share a trait – they were both unjustly underrated and shoved to the side for quite some time. But as the digital marketing scene faces new challenges and undergoes major transformation, these two advertising methods are on the rise.
Perhaps you’ve already dabbed into billboard advertising, or your business rules the nation’s leading radio stations – but you’ve never considered running both strategies in unison?
If you’re still unsure as to how can your business benefit from pursuing radio and billboard advertising together, here are the five (un)surprising advantages of combining these two marketing strategies.
Radio and Billboard Ads Occur Naturally
According to a 2018 Nielsen report, over 90% of the US population listens to the radio each week. On the other hand, several marketing studies suggested that over half of the interviewees acted upon a billboard for a product or an event of interest through a phone call or a website visit.
Radio and billboard ads owe their effectiveness to their unintrusiveness. Unlike, for example, display ads that intrude on your favorite song on YouTube, or pop-ups that disrupt reading a useful blog article, billboard and radio advertisements appear spontaneously, without interrupting your flow.
Both ad types are omnipresent in our everyday lives, yet people do not feel bothered by them due to the fact they are organically integrated within our daily experiences and the landscape of their respective environments.
So, if you want to “ad-bomb” your target consumers, the combination of radio and billboard strategies is the perfect one to keep your efforts seem low-key.
Appeal to the Senses
Integrating billboard and radio marketing means appealing to the audience’s most crucial senses – sight and hearing. By combining the two strategies, you will amplify their mutual efforts and increase awareness for your products/services and brand.
With a radio ad, the key is to come up with a memorable phrase or a catchy tune. If you’re feeling unsure as to how to script and produce a standout advert, experienced professionals in creating radio advertisements, such as Carrot & Stick Media & Marketing Agency, can come to the rescue.
Billboards entail visual elements such as imagery and colors that are proven to produce strong effects on consumers’ habits.
For the most beneficial results, combine these two ad strategies and appeal to prospective buyers’ senses inside out.
Short, Simple, and Actionable
Memorability lies in simplicity – and radio and billboard ads are amazing evidence of that. Their short formats – textual or visual – allow for these ads to be rather simple, containing only the most necessary info.
Moreover, these types of ads include strong and straightforward CTAs (call-to-action), that are readily available to the audience on the first hear/glance. Forthright CTA exceptionally battles the short attention span – lasting an average of 8 seconds.
Radio and Billboard Ads are Omnipresent
Billboard and radio are indispensable elements of our day-to-day lives and are available everywhere – without people even having to search for the product/service you offer.
Whereas digital marketing mostly focuses on users’ searches and interests, radio and billboard advertising reminds people of their needs and wants, and lead them to act upon their emotions – if they’re hungry, they’ll stop by your diner, if their kids hear about your amusement park, they’ll definitely turn their car to visit you.
Competitive prices and Selective Reach
Radio and billboard marketing are well-known for their economic prices, comparing to digital marketing strategies, and considering the extensiveness of the potential audience.
Furthermore, radio ads enable selective targeting, as different radio stations target specific demographics and market segments by the program aired, type of music played, time of day, etc.
On the other hand, billboards are amazing for local marketing – if you own a diner or a motel, simply place the ad near your place so that interested parties can find you right when they need you.
Wrapping it Up
Radio and billboards have been underestimated as marketing tools for quite some time. However, the challenges digital advertising strategies faced in recent months paved the way for these traditional marketing methods to gain the spotlight.
Combining billboards with radio marketing is a cost-effective advertising method that brings a number of benefits to businesses, and enables increased brand awareness and recognition among prospective clients.
Integrating radio and billboard ads with your current digital marketing efforts will help your company be present throughout the stages of a buyer’s purchase process, and thus establish you as an omnichannel, trustworthy, and reputable brand.