Why radio advertising should be part of your business's marketing mix

While a famous lyric tells us that "video killed the radio star", Wall Street Journal columnist Peggy Noonan refuted this by saying that "TV gives everyone an image, but radio gives birth to a million images in a million brains". Recent research shines the spotlight on radio as a thriving medium in South Africa. Join 3Cube Property Solutions as we take a deep dive into how you can make radio work for your brand.

Radio maintains its popularity and creates emotive connections

Research published on BizCommunity in April 2024 reveals that 75% of South Africans listen to the radio weekly, with an average daily listening time of five hours and 12 minutes. The sound of radio stations is ubiquitous as background noise in offices, cars and various shops - many of which have their own in-house radio stations. The article also points out that with radio stations in an array of South African languages, commercial and public radio stations can reach varied audiences.

Gary Whitaker, CEO of the Broadcast Research Council of South Africa, also makes the point that radio has a level of intimacy and cultural connection that enable it to thrive alongside new media. He elaborates that radio stations like Ukhozi FM, Metro FM and Umhlobo Wenene FM "remain powerhouses with vast footprints even as digital behaviours advance".

The brand-boosting capabilities of radio

Radio advertising can do two things for your business: It can boost your brand awareness and create demand for your products and services as introduced in call-to-action adverts. For example, a hardware store could create a radio campaign discussing the challenges that can arise during DIY projects. The same hardware store could run separate adverts promoting a special they may be running on drills.

Top advantages of advertising on radio

If you want to promote your brand using traditional media, it's worth noting that radio has significantly lower production costs than television advertising. It can also be far more affordable than running print adverts in South Africa's top newspapers. When comparing radio to television, it must be noted that radio adverts require less equipment, studio time and human capital than TV adverts. Lower production costs also make changing up your adverts more feasible if you realise that your initial message isn't resonating with your target audience.

Focusing on your target audience

From radio stations with nationwide reach, such as 5FM and SAFM, there is also an abundance of area-specific radio stations like Smile FM and Jacaranda FM. While most radio stations can be accessed online from anywhere these days, radio advertising provides great flexibility in terms of your reach. You can either go national (at a generally higher cost) or choose a niche regional station, which works well for smaller companies with a specific geographic footprint. You also have the option of advertising on store-specific radio stations if your product is sold in that specific store.

Increased frequency and greater impact

Radio advertising is an outstanding way to ensure that you reach your target audience repeatedly. This repetition builds awareness and thanks to listeners' loyalty to their radio station of choice, your message will become part of your target market's daily life. Radio adverts are also impactful because of the emotion they can create.

Five top tips for creating an impactful radio advert

1. Ensure that each radio advert has a clear and compelling call to action. Whether it's visiting your website, phoning your business or visiting a store, you need to make it easy for listeners to respond.
2. Keep your adverts relevant to each specific station and demographic. Your message should be tailored to be memorable, but not annoying.
3. Tell a story. Create a narrative that engages listeners and draws them into your message. Use emotions like humour, nostalgia or excitement to evoke feelings and resonance.
4. Take advantage of music and sound effects to create an emotive and memorable advert.
5. Monitor the effectiveness of your ad through metrics like response rate, website visits or sales. Use this data to refine your approach and create even more impactful ads.

Just as radio advertising can be a big part of your marketing strategy, having the right premises will have a huge impact on your business's productivity. 3Cube Property Solutions has a wide array of commercial, retail and industrial properties to buy and rent in Gauteng and the Western Cape. Contact us for more information.