Understanding the psychology behind consumer behaviour is key to creating successful ads and radio has a unique way of mirroring the personality of the local community.
One of the main reasons why radio is so successful is because of sound; Sound can bring strong emotional connections to its audience – it can trigger emotions including excitement, nostalgia, and can even pull on your heart strings.
Creating memorable radio advertisements will leave a lasting impression on listeners, (current or future consumers), and can influence their perceptions and decisions.
“Sound has the power to evoke emotions, create lasting memories, build brand identity, and influence consumer behaviour.” – Tony Bradvica, 2023
It’s a common misconception that you should only advertise when you have a sale or an event. Local consumers love to support local businesses (one of our favourite things about the Bay of Quinte!) Having a consistent marketing campaign telling your company’s story between your sales and events helps build brand trust.
Consumers are influenced for a variety of reasons including: offering incentives, having engaging and interactive content, allowing consumers to be involved in company decisions, and ultimately having company goals and culture align with their own.
Brand trust is also important to develop. If consumers trust what they’re hearing and who they’re hearing it from, they will be more likely to act upon it, try it, or recommend it.
Radio advertising is a unique and powerful way to influence local consumers. Understanding the psychology behind both radio advertising and consumers is critical for leveraging your business’ marketing.
Starboard Communications believes your success is our success! We will make your marketing campaigns stand out with local and trusted voices.
Want to learn more? Send us a note. We’d love to see where how we can help grow your business.
Sources:
- https://www.mediacrew.com.au/the-psychology-of-sound-how-radio-advertising-influences-consumer-behaviour/
- https://www.radiocentre.org/our-research/cant-close-your-ears/
- https://www.infront.com/blog/why-would-you-use-radio-advertising/
- https://www.wordstream.com/blog/ws/2020/12/15/local-marketing-ideas#:~:text=Connect%20with%20local%20influencers&text=Get%20to%20know%20that%20person,your%20product%20to%20their%20followers.
- https://handmade-business.com/6-ways-to-influence-customers-and-grow-sales/
- https://www.businessnewsdaily.com/10151-how-to-influence-consumer-decisions.html
- https://www.bellevilleradioadvertising.ca/about-us/