A role has to be assigned to every medium to make the best out of it. Calling radio a reminder medium or a tactical medium only undermines its strength. Radio has proved to be as powerful as any other media in other nations.
Elements of a radio campaign are known by all. But a planned effort to use each element in the right proportion for the right purpose can be indeed surprising.
Here are five ways that can help make a radio campaign very effective in the smallest possible budget…
Good old media planning: There is no reason why the rigour used for radio planning should be any less than TV planning. While the listenership data is available for limited markets and is diary-based, there is no reason for not using the same in the decision-making process. Remember, TV viewership too at one point was based on the diary method.
Station mix: Optimisation basis various combinations of stations and their mix can deliver higher reach efficiently.
Spots: Incremental reach and the point of diminishing returns to zero in on the optimised spots per day.
Weekdays vs. weekends: There is actually a case for higher presence over the weekend as weekend can add efficient reach.
Contextual presence: The placement of the spots could be smartly planned basis the environment (type of music genre, nature of the programme, morning/evening drive time and the station properties)
Integrated presence: Once the base presence on the medium is frozen, it is important to leverage all possible assets of the station.
Branded content: It is important that brands create customised strong content that conveys the feel and message of the product.
Property: Exclusive properties that create engagement and convey the brand’s message can be very impactful. Properties evoke excitement, thrill and humour, which increases the chances of brand message reaching the listener.
Activation: Going on-ground gives marketers an opportunity to be closer to their TG, along with on-air presence. They are practically the touch-point of an otherwise non-visual medium.
Old is gold: While a brand can reach out to its TG from every possible touch-point, the tried and tested methods continue to give good results. Pure commercial time and RJ mentions across several spots (most marketers now take 30 spots for FCT) serve as a reminder tactic for a brand and helps in avoiding misses in terms of reaching out to the TG. Also, RJs are and will continue to be the voice of a radio station that listeners like to listen and speak to.
Sample the medium: For every marketer or agency person (creative/ media), using the medium and responsible for making or placing the copy, this is the simplest but the most important step. The understanding and insights one gets by listening to radio, will not come from anything. Choice of programme, time band, RJ, assets, etc. can be made intelligently by sampling. A lot of decision and ideas will start flowing at the back of the sampling of the medium.
Measurement is not an option but a must: A lot of time, the first victim of the budget cut is radio. The only defense for that will be the learnings and results that show that radio works. It is important to measure the outcome and if over a period of time, marketers or agencies start creating a library of such results, then those learnings could be formed. Furthermore, interventions during the campaigns could be made (spots, stations, time band, etc) basis the learnings from the measurement of the outcome.
The above story is compiled on the basis of inputs received from Anil Cheriyadath, Head of Business, Maxus and Motivator, Kerala and Vidyadhar Kale, GM, Maxus Mumbai.