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Episode 105: Unlocking the Power of Radio Advertising: Insights from Siobhan Gavigan
Manage episode 377691329 series 2964332
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Radio advertising, often overlooked in today's digital era, holds remarkable potential. With over 91% of adults tuning in each week, it's a cost-effective way to boost your business. Siobhan Gavigan, founder of Ireland's only independent radio management company, The Radio Room, is on a mission to champion radio as a credible way to grow your brand. . With 25 years in the industry, her insights shine in this episode of the AIBF Business Talk podcast.
Know Your Audience
- Siobhan's secret to radio success? Know your audience. She advises creating detailed personas like "Tara, 38, dog lover, new homeowner, living with her partner." This fine-tuned approach ensures your message resonates.
- For instance, 35 to 54-year-old females are avid radio listeners. If this is your target, radio should undoubtedly be part of your marketing plan.
Creating a Campaign
Siobhan's recipe for a winning campaign:
- Budget: Define your budget clearly.
- Demographics: Know your audience intimately.
- Engagement: Craft entertaining and relevant ads that stand out from the clutter.
Advice for SMEs
SMEs, take note. Siobhan emphasises radio's trustworthiness. It anchors your brand’s credibility and offers solid ROI.
Timing Is Key
Timing matters. Analyse slots and demographics meticulously. Your message must hit the right audience at the right time. ️
Audience Reach and Frequency
- In radio, audience reach and frequency reign supreme. The best campaigns follow listeners throughout the day, rather than relying on one-time slots. Spread your ads strategically for maximum impact.
- In a world inundated with advertising noise, Siobhan Gavigan's insights remind us of the enduring power of radio. With its ability to build trust, offer a strong ROI, and strategically engage listeners, radio advertising remains a valuable tool for businesses looking to grow their brand.
- Tune in now to hear more of Siobhan's brilliant insights on radio advertising.
The AIBF accredits the Business All-Star mark to Best-In-Class Irish businesses based on an independent audit of their performance, reputation, and customer-centricity.
The AIBF is an independent national body that identifies and acknowledges the country’s most ambitious and visionary businesses.
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