Radio Reaches B2B Markets
Radio has the ability to reach small business owners and self-employed workers.
- Every week, Radio reaches 93% of small business owners
- Every week, Radio reaches 93% of Adults 18+ who are self-employed (Source: Scarborough USA+ 2016 Release 2 (August 2015 -November 2016))
Radio drives awareness, relevance and consideration for B2B advertisers.
Based on an analysis of 16 B2B campaigns:
- Radio increased ad awareness by 128% for those exposed to radio ads versus those who were not.
- Radio increased brand relevance by 64% for those exposed to radio ads versus those who were not.
- Radio increases brand consideration by 37% for those exposed to radio ads versus those who were not. (Source: radioGAUGE from the RAB U.K (strongly agree scores))
Radio is a source for education as well as entertainment for B2B professionals/managers:
- 55% attribute radio to putting them in a good mood
- 45% stated radio is pure entertainment
- 38% said radio makes them think
- 36% indicated that radio is a good escape
- 33% said radio is a good source for learning
- 24% identified radio for giving them good ideas (Source: GfK MRI Doublebase 2016; Adults 18+ who are business-to-business professionals/managerial)
Radio is an aid for many business owners:
- 47% stated that radio keeps them informed and up to date
- 32% attribute radio for learning
- 22% believe radio gives them good ideas (Source: GfK MRI Doublebase 2016; Adults 18+ who are self-employed in their own business)
Radio drives online activity for B2B and consumer campaigns.
Focus on Energy Case study
- Focus on Energy, Wisconsin’s statewide program for energy efficiency and renewable energy, works with eligible residents and businesses to install cost-effective energy efficiency and renewable energy products.
- Maximize awareness for multiple residential and commercial programs by combining marketing and promotional efforts targeted to specific audiences during various time period
- Capitalize on Radio’s ability to reach both residential and commercial targets
- Match Radio format to specific customer targets connecting with them at “the right time and in the right place”
- Print, online, social media and direct mail helped to support the Radio campaign
- Campaign components included billboards and sponsorships, energy efficiency tips, myth buster contest, “Ask the Expert” interviews and more
- The program saw a 75% increase in Focus on Energy’s name recognition between 2008 and 2009.
- Focus on Energy program goals were exceeded by over 100%
- Focus on Energy website experienced a surge in visitor activity during the Radio advertising campaign. These were the highest numbers since the beginning of the program