Radio Results Blog

Why Maine Small Business Loves Radio Advertising (And We Do, Too)

Posted by Larry Julius on Thu, Jan 23, 2014 @ 12:50 PM

Maine Samll Business Portland Maine Radio HeartSmall business in Maine is critical to the state's economy. According to the Small Business Administration, the 143,142 small businesses in Maine represent 97% of all employers in Maine and comprise 58.7% of the state's workforce.  A posting on the SBA website emphatically states that advertising is vital to sustain a small business. According to the post, "Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business."

Here are 5 reasons why Maine Small Business loves radio advertising to fulfill their advertising and marketing goals:

  1. Almost Nobody Doesn't Listen To Radio...each week 93% of Maine consumers listen to commercial AM/FM radio. Radio's ubiquity has remained constant for the past decade despite the advent of other audio media like Pandora, Spotify, and iTunes.  But what about the 7% of people who don't tune into radio each week? According to one of our previous articles, "Who is The Nobody That Listens To Radio," consumers who do not listen to radio tend to have less money, less enriching jobs, and are not considered opinion leaders.
  2. Radio Doesn't Have A Fast Forward Button...radio is one of the few media without a fast-forward button or a time-shifting option. According to The New York Times, almost a third of popular shows like "Modern Family" are recorded and viewed after the original broadcast time.  Once it is recorded, the commercials can be easily skipped with a push of a button.  AM/FM radio, though, is still enjoyed in real-time and, according to our article "No Button Pushing," 93% of consumers listen through radio's commercial breaks without changing stations.
  3. Radio Is A Website Driver...almost 25% of all Maine businesses have created and integrated websites into their sales and marketing efforts.  As a matter of fact, according to our article, "9 Facts Every Maine Small Business Should Know About Radio," 32% of all radio listeners last week were compelled to visit an advertiser's website as a result of a radio commercial.
  4. Radio Is The Last Chance To Whisper Into A Customer's Ear Before They Buy...according to research by Edison Research, radio is typically the last medium used before a consumer goes shopping. It's not even close.  Forty-nine percent of shoppers say radio was the last medium they used before making a purchase versus 21% for billboard advertising; 12% for TV; and 8% for newspaper.
  5. Radio Personalities Are Listeners' Friends...a recent study by The University of California, Annenberg School of Communications and Journalism finds that 82% listeners have parasocial feelings for their favorite radio personalities. This feeling, according to the study's author, Paula Woodely, "describes a one-sided interpersonal relationships in which one party knows (or feels as though they know) a great deal about the other."  Because of this feeling, 75% of the study's respondents said they turn on the radio because they know their favorite personality is on the air. But in our article, "Radio Advertising 15 Vital Signs," we mentioned the most important finding of the study to advertisers: More than half of people with favorite Radio personalities have considered or purchased a product/service advertised during their favorite Radio personality’s show. 

Here are 10 Maine small business owners who love radio for these reasons and more:


Learn more about how your business can benefit from radio advertising with this free download:
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Tags: Effective Radio Advertising, Portland Maine Radio, Small Business Marketing, Small Business Advertising, Maine Small Business