Why Radio Listeners Listen to Commercials May Be Your Competitive Sales Advantage
Radio is a viable marketing strategy. A study released by Arbitron in late
2011 revealed that radio listeners stay with the same radio even during
commercial breaks. This suggests some
loyalty to the program.
Much of talk radio revolves around education based marketing and possibly this also may help to explain why listeners stay during the commercial breaks. Regardless of your beliefs or political persuasions, to understand and appreciate how this industry secures loyal customers and consequently keeps making money suggests you may need to get out of your own way.
By providing education and then actually inviting their listeners to "check it (facts) out" these loyal fans keep coming back for more and more. Bottom line the more people who listen generates greater advertising revenue and achieves the goal to increase sales. Now if your target market fits the demographics this becomes a win-win for everyone. Sales Coaching Tip: Without a written marketing action plan including an executive marketing summary, you will be working harder not smarter.
I realized the impact of education based marketing when channel surfing and hearing comments from the listeners (loyal customers some who patiently waited a couple of hours to speak with the host) like this:
- "You have educated me.
- "Your show is the only one I listen to because of all the facts you share."
- "You provide the best details to complex issues."
So if you wish to increase sales and secure a competitive advantage, construct a compelling message that educates. Sales Coaching Tip: Remember your facts can be checked out (thanks to the Internet) so be careful in exactly what you say.