Branding
RADIO GETS RESULTS – HERE’S HOW
By Bruce Simel / Market Manager Curtis Media serving Eastern NC.
The Most Remembered Business Brands Advertise on Eastern NC Radio!
Creating a brand is essential to the success of any business and the most remembered brands in Eastern North Carolina all have something in common: they advertise on radio.
GEICO, McDonald’s, Moore Automotive, Bojangles, Bender Apparel, Trent Buick GMC are amongst the top companies with the highest ad awareness in Eastern NC. They also all happen to advertise on radio and understand the importance of branding.
Where the rubber meets the road is whether the consumer can recall a brand and its promise at the point of purchase. It’s impossible for someone to buy your product or service, or even consider it, if they don’t know who you are and what you do first. That is why unaided recall, that is being able to name your businesses without any help, is critical.
Radio specializes in helping businesses build unaided recall and independent research proves it works. I recently saw some research from Local Ad Recall that was very enlightening. Local Ad Recall is a national research company that measures the impact of advertising and what advertiser attributes are important to consumers. They conducted 27 studies with more than 8,000 consumers and found that on average those that used radio radio to advertise their business experienced unaided recall 5X greater than those businesses not on the air. That is a tremendous advantage for any business!
Radio does more than just build brand awareness. Along the way you build your reputation and brand. For categories like automotive, home improvement, retailers and services of all kinds reputation is frequently cited by consumers as the most important attribute.
It’s a cluttered world out there but marketing your business effectively isn’t as complicated as many try to make it. It comes down to three steps:
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Brand awareness: Have consumers even heard of your business?
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Consideration: Would a consumer consider your store or service if they had a particular need? What perceptions or misconceptions do consumers have of your business?
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Purchase: Can the consumer easily find you and do they have the confidence to make that purchase decision?
Radio advertising builds that critical unaided awareness while creating the images and perceptions that lead to traffic and sales for your business!
Mike Deichmann, owner of Trent Cadillac, Buick, GMC in New Bern has seen first-hand how effective brand recall and consistency can be. He credits his radio advertising for helping to keep his dealership top of mind which has led to increased traffic and sales at his dealership. “I stay at it and it works,” added Deichmann.
