In 1930, The Galvin Manufacturing Company invented the very first car radio. They called their radio the Motorola. Sixteen years later, radios were embedded in 9,000,000 cars. By 1960, the radio had become standard equipment in every dashboard.
Maine small business owners understand that the mobile nature of Portland radio can drive customers into their stores, literally.
These businesses recognize that 45% of consumers listen to AM/FM radio within 30 minutes of making an in-store purchase. This means radio is still the last advertising medium standing between customers and a brick-and-mortar establishment.
But, today, cars are no longer essential for every part the shopping process. To be exact, 96% of consumers depend on the internet for some portion of their buying decisions. So, should Portland radio remain an integral component of a Maine business owners' advertising strategy?
Radio Advertising Generates 29% More Search Activity
According to a new research commissioned by RAB, radio advertising created a 29% increase in online search activity for the product categories and brands that were involved in the study. The study was conducted by Sequent Partners, who worked with partnering organizations including Media Monitors and In4mation Insights.
The study involved measuring the effect 2100 local radio ads across six different product categories had on Google search data. The results were definitive. Radio drove listeners to the web for more information.
According to the RAB, the study first looked at the typical number of Google searches that typically occur for the subject product category and brands. This information creates a baseline of pre-radio expectations.
Next, search activity was measured for the times when radio advertising occurred for the subject categories and brands. The results were overlaid on the baseline.
The green bars above, indicate the days and time radio advertising aired. The green peaks highlight the incremental search that is attributable to radio advertising.
Most importantly, radio proved to be successful for every brand involved in the study.
- Automotive Brand: +7%
- E-Commerce Brand: +9%
- Wireless Communication: +18%
- Auto Aftermarket Retailer: +65%
- Insurance: +73%
- Jewelry: +370%
This research complements the 21 recent studies conducted by Nielsen that demonstrate radio advertising's ability to deliver "eye-popping" returns-on-investment for business owners. It is this type of information that made Doug Schoen all gaga in a Forbes Magazine article.
"The implications of results like these," said Mr. Schoen, "are profound for the communications and advertising industries and as a marketing professional with over 35 years of experience, I found this data nothing short of fascinating. It’s quite clear that we should all be paying more attention to radio, its reach and potential to help our businesses. It’s doing the job with expert efficiency."
More Advice For Maine Small Business Owners
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- Video Killed The Radio Star? Not So, Say Maine Small Business Owners
- Portland Radio Connects The Ear and Heart
- Famous First Words: How To Start Your Commercials On Portland Radio
- Maine Small Business Owners Should Taste The Rainbow