Small and medium sized businesses are being urged to tap into the power of radio advertising with the launch of a new digital hub, providing guidance, insight and inspiration, backed by a new ad campaign being on the airwaves can help firms build their business.
The Backing Brilliant Business initiative is the brainchild of Radiocentre, the industry body for commercial radio, and is designed to help companies harness the power of radio.
The new ad campaign features success stories of businesses across the UK who have used radio to boost search performance and increase awareness beyond social media.
According to Radiocentre research, firms that advertise on radio are more trusted by listeners – with an increase in ad awareness of 48%.
Furthermore, as small businesses increasingly turn to search and social media, advertising on radio is shown to increase search performance by 52%; enhancing digital channels and often driving the cost down.
The power of the medium is also demonstrated in the success stories showcased in the campaign, which include cosmetic dentist Smile In A Day, and shopping centre White Rose, which have both seen long-term success through radio campaigns.
It also features virtual receptionist Moneypenny, which turned to radio at the start of the pandemic, resulting in increased awareness and call volumes and more efficient investment in digital and search, Radiocentre claims.
The Backing Brilliant Business campaign includes a national radio campaign, naturally, promotions on SME trade sites, on LinkedIn and targeted social media ads. It follows the Backing Brilliant Masterclass; a live event for SMEs looking to utilise radio advertising.
Radiocentre client director Lucy Barrett said: “Radio has traditionally been used by local advertisers to grow awareness in their area. But over the last few years we have seen new advertisers in the market who have only ever used search or social media to promote their company and we know they are missing out.
“Radio can really help. Research has proven just how much more likely people are to search for businesses after hearing about them on the radio – and it’s one of the most trusted and cost-effective media channels.”
Radiocentre can trace its roots back to 1973 when it was founded by the first commercial radio companies as the Association of Independent Radio Companies (AIRC).
It now works on behalf of over 40 stakeholders, who operate more than 300 licensed radio stations across the UK and represent 90% of commercial radio in terms of listening and revenue.
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