Have you ever had that perfect song on the radio moment, when your favourite station seems to have a barometer on your day or week and manages to sculpt the perfect soundtrack just for you? While the rain was soaking the streets and my covid recipe banana bread was baking in the oven, Ellie Gouldings – How Long Will I Love You filled the speaker, the room and my heart. It was in that moment that my love for my radio station, music and presenter were reaffirmed, and I committed myself to the next stage of our relationship.
Radio is an emotional medium. Radio continually makes you feel something through the music, banter, promotions, stories, and adverts. Radio is always on and is reliable. It is this ability to be the invisible friend and companion at all hours of the day that makes radio an attractive platform for brands. From the thirty second advert, power spots and sponsorships, radio has used its relationship with the audience to deliver to both clients and listeners.
A core element of the affinity to radio are the on-air presenters and teams that deliver the product that we consume through our speakers. The shifting media landscape and addition of digital to radio’s analogue world, has created a powerful partnership. Radio has proved its value to advertiser over time. From targeted audiences, good returns and feet through the door, radio delivers. By leveraging the brand love for station and presenter, radio really delivers. Not only do audiences enjoy the always on element of traditional radio, but they also now have the option to consume their favourite station and presenters in a non-radio way. It is this analogue/digital intersection that is adding immense significance to the advertising value chain.
When radio campaigns are effectively planned and thought is given to the product to be advertised and an appropriate show is identified, the associated airtime value is immediately amplified. The presenter is key to the execution of a traditional live read, powerspot or client competition. Harnessing the power of the engaged audience, a good presenter will craft a well thought out message that coincides with the content on the show and the general banter and conversation. There is no doubt that integrated brand messages can be incorporated into show content that add values to the listening experience.
Presenters are no longer only loved on-air, but online too. The ability to use the influence of presenters, on digital and social media platforms, to amplify traditional radio messaging is driving campaign messaging and a renewed interest in radio’s advertising abilities. If a campaign is executed on a morning drive show and has presence through-out the day on-air, it creates a solid base to target and speak to the audience. When the presenter leaves their radio show and continues the conversation on their digital and social channels, it amplifies the message delivered on the radio and continues to engage and interest the audience. The digital and social presence can also hook audiences that didn’t necessarily hear the on-air moment, and give them a reason to potentially tune into the show the next day. This symbiotic relationship doesn’t take advertising spend from the station, it drives more investment into the radio platform and the on-air teams that entertain audiences. When done properly, brands, platform, presenters and audiences and listeners all benefit.
At Mediaheads360 we’ve always loved radio. It’s where we come from and still makes our hearts beat that much faster. We love the way it complements the influence of presenters in various guises and the way brands get the best of two channels with a single vision and voice.
If you’ve never considered amplifying your radio campaign with the influence of a presenter, speak to us, you’ll love us forever!