hi this is drew Zagorski and welcome to
the gray matter stream-of-consciousness
we're going to start this segment by a
little experiment I'm going to show you
a picture and then ask you to listen to
a sound bite here we go
roasted garlic warm cheese homemade
tomato sauce you can feel the weight of
the ingredients on the crispy crust
the creamy texture of melted mozzarella
peels away string by string and dripping
with anticipated flavor the aroma of
fresh basil oregano and sausage emanates
through a sauce a slice and you can
almost taste it finally you close your
eyes and take it all in one big crunchy
well thanks for playing along today
we're going to talk about radio and why
it works and why it's a viable channel
for your marketing I want to thank the
Bing lounge in Portland area radio
Council today here's Melissa Conde from
park for making this possible the folks
at Bing Loans are doing the audio and
video production for us
so a couple of things about radio that I
want to throw out there's just some raw
statistics radio reaches over 240
million people a day it is a growing
medium and one of the key demographics
of radio is people aged 14 or 18 to 49
with college education and a household
income of over $75,000 now if that isn't
an attractive demographic I don't know
what is but I've asked Melissa to come
here today to talk to us about radio and
answer some questions so Melissa why
don't you tell us why radio continues to
grow and what makes it a good marketing
choice one of the reasons I think that
drew that radio continues to grow is
it's a very personal medium radio
reaches thousands millions of people
every day but it speaks to one person at
a time
and so I think in a day and it's this
world of digital clutter and five
thousand messages hitting people I think
that it's still I know the research that
is it's a companion medium and so you
can get really isolated in the digital
sphere and radio is that one medium
where you can turn on and you can feel
like you're in community so that's why I
think it's growing because it really is
is this connection to other people it's
kind of like the original social media
if I can you know stretch it that far
okay
why does it work why does it work well I
I think really what radio works because
it is the super power of sound and story
there is no other medium out there that
that a business can talk to somebody
one-on-one
that will allow them to tell their story
and create a signature sound and you can
really stand out with radio where as
other mediums I think it was Martin
Lindstrom said that I and I'm not going
to quote this exactly but like 86 or 83%
of all businesses spend their entire
marketing budget on visual and yet it is
the its emotion through sound that
drives and can even boost sales and get
people wanting to buy I mean he wrote
biology and did a lot of neuroscience
studies and so radio is that medium that
touches the emotion where people are me
people are listening it to in their car
they listen to it at the point of
purchase they just got out of their car
listening to something and they're
motivated because they have this sense
of connection with that brand and it's
something that can happen all year long
and it's not just this random out there
out there it's it's a your business
becomes that business that's in their
mental community does that make sense
sure all right Melissa well you you
talked a little bit about why it's a
good you know medium to use but how does
radio really work for businesses today
and in particularly small businesses
well I think that radio can really do
well for small businesses because small
businesses are about connecting to local
communities that being said there are
some businesses that probably wouldn't
fit on local radio and that's not
because local radio couldn't do them
justice or couldn't grow their business
but there are some things that a
business owner has to think about what
is your strategy what is your position
and what is your story and what are all
the other business practices that you're
doing because once you're on the air you
have to deliver because radio is the
ultimate word-of-mouth and so a DJ or
they hear commercial and somebody hears
it and I heard about your organization
and so I decided to go there and then I
don't have a great experience that
starts the trend
so it's this sort of amplification what
I say to businesses is don't think that
a small business can't
use radio what it is is all you have to
think about is how many people do I want
to reach how many people can I afford
and then reach that number of people so
let's say there's a small business that
lives in Washington County and they want
to reach Washington County folks there's
a great little radio station called K
uik over there that reaches specific
Washington County that has you know
cost-effective rates
you know sometimes rates and I don't
want to quote anything here but you know
somewhere between 20 to 80 dollars and
that can reach you know up to 40,000
people and even you know you can get you
can just pick a day part you can pick a
whole radio station and you can slowly
grow so let's look at or streaming for
instance streaming really it works very
well at what five dollars a stream and
let's say you're reaching a thousand
people every day five thousand or five
dollars into a thousand people that's
like pennies per audio impressions so
it's really about it's not necessarily
building a business isn't about reach as
much as it's about frequency and then
hearing your story