IGA marketing conference: Radio is not dead

By Jenni Chase, Glass Magazine
November 10, 2008
AUTO : MEETINGS AND EVENTS

About 30 auto glass industry members gathered at the 2008 Independent Glass Association Marketing Conference Nov. 8 in Las Vegas to discuss strategies to better market their businesses. Among the topics on the agenda: radio advertising.

"All dire predictions that radio is dead are not true," said presenter Kyle O'Brien, creative director for Xhang Creative, Portland, Ore. "People are still listening to radio. ... It is one of the best ways to make a personal connection with them. People have an emotional connection with the personalities and music different radio stations play. They even have bumper stickers on their cars advertising the radio stations they listen to."

If you aren't sure where to start when launching a radio campaign, ask yourself these questions, O'Brien advised:

• What stations do I listen to? Does it make sense to target them and their listeners?

• Do I have the budget to hire a good creative agency or radio company? Do I have the budget to buy air time on multiple stations or should I target one?

• What stations do my customers listen to? Is it worth  asking them?

• Is there a good, creative ad agency in my marketplace that fits my budget?

Finally, if you decide a radio advertising campaign is right for your business, stick with it. A successful radio campaign only works if you give it time to develop, O'Brien said. Make sure you're able to have a radio presence for several months so people get the chance to know you and your brand, he advised.