The truth is, people forget quickly and have short attention spans.
Advertising is an ongoing process. Even the world’s biggest brands keep buying ads, so why wouldn’t a local business? The argument that “everyone already knows us” doesn’t hold up. Just because consumers recognize a company doesn’t mean it’s top of mind or valued.
The truth is, people forget quickly and have short attention spans. We’re bombarded with ads daily, yet if you ask someone to name a specific brand in a category, they often draw a blank. People need regular reminders to recall a business, especially as markets and companies evolve.
The Power of Audio Advertising
To make advertising work, businesses must focus on two things: 1) Who do they want to reach? 2) How often do they want to reach them?
Frequency is key to retention and recall. Research shows people need to hear or see something multiple times before it sticks. Audio advertising, like radio, excels in this area. Studies reveal that audio creates stronger emotional connections and memories compared to other media. Radio ads evoke emotional intensity, leading to better engagement and recall.
Additionally, concerns about ad overexposure, or “creative wear out,” are rare in radio if the messaging is effective. Updating ad content periodically can boost results, but frequent radio ads are vital because only a small portion of listeners immediately need a product or service.
Staying Top of Mind
Most people who hear an ad aren’t actively shopping for that product or service. But when the time comes – like needing a plumber in an emergency – they’ll likely remember the business they’ve heard consistently on their favorite station.
Longtime businesses shouldn’t assume everyone knows them just because they’ve been around for years. Continuous advertising keeps them relevant and ensures they’re the first choice when customers are ready to buy.
Adapting to Changing Markets
Markets don’t stay static. New competitors constantly emerge, vying for market share. Businesses that advertise consistently maintain their presence and fend off newcomers.
Population shifts are another factor. People are moving more than ever because of remote work and cost-of-living changes. New residents don’t know local businesses and start as a blank slate. Radio is an ideal way to introduce these newcomers to local companies, giving them a unique advantage over national brands.
For example, a local pest control company regularly advertised on radio and achieved greater awareness than national competitors. According to a Westwood One study, AM/FM listeners had the strongest recall of this local business, proving the power of continuous advertising.
Businesses Evolve, Too
Just as markets change, businesses grow and adapt. Whether it’s launching new products, expanding services or opening locations, companies need to communicate these updates to the public. Relying solely on existing customers or limited outreach won’t cut it.
Radio’s broad reach helps businesses share their news with a larger audience, driving awareness and attracting new customers.
Radio: The Foundation of Continuous Advertising
Continuous advertising is crucial, and radio should be at its heart. While digital platforms can amplify messages, radio delivers the local presence and impact needed to make businesses thrive.
The next time someone questions the value of advertising, share these insights. Consistent radio advertising isn’t just a strategy – it’s a necessity for staying top of mind, adapting to change and growing in competitive markets. QCBN
By Mike Jensen
Mike Jensen is the regional director of sales and marketing at Yavapai Broadcasting in Central and Northern Arizona, overseeing stations 95.9 KKLD, 105.7 KVRD, 100.1 KVNA, 96.3 KYBC, and ESPN Radio 104.7 in Flagstaff. With more than 25 years of experience in media broadcasting and advertising across the country, Mike is passionate about helping businesses grow through impactful radio advertising and digital marketing. He focuses on delivering results, boosting brand visibility and building strong, lasting partnerships for success.
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