To celebrate World Radio Day , the World Radio Alliance and egta, the association of TV and radio advertising sales houses, released a slide deck listing seven reasons why radio is an effective medium for brand building. According to WRA, the compelling insights and argumentation, often forgotten by marketers, are backed by data and research from around the globe.
WRA is an informal group of 19 trade bodies representing radio companies and sales houses in Europe, the USA, Canada and Australia and it aims to widely promote and demonstrate the power and value of radio/audio in the media landscape by sharing best practices and speaking with a unified voice.
The slide deck showcases the following seven points:
- Trust, engagement and community Radio stands out as a trusted medium that fosters companionship and connection with listeners.
- Emotional connection Radio establishes deep emotional connections with its audience, leaving a lasting impact on brand perception.
- Attention and memory Radio drives attention, nurturing brand memory and recall, thereby enhancing overall brand performance.
- Creativity & theatre of the mind Radio empowers creative storytelling and ignites listeners’ imagination.
- Sonic branding Sonic branding carves a distinctive identity in the auditory landscape, making the brand more memorable in the listener’s mind.
- Brand integration Radio’s unique capabilities extend beyond traditional 30-second spots, offering opportunities for creative and original brand experiences.
- Synergy with other media Radio seamlessly amplifies other advertising channels. A cross-media marketing strategy amplifies brand awareness and recognition.