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Are you losing money on in-store radio ads?

If you’re reading this, you probably have some in-store radio advertising in your brick-and-mortar locations.


You’re probably also spending time and money creating these radio advertisements.


As responsible marketers, wouldn’t you want to know if you are getting results from these initiatives?


In this blog post, we’ll show you how you can measure the impact of your in-store radio advertising on marketing and sales.


But first, a few words on why this matters...

The short answer is resource allocation.


With rising competition and shrinking marketing budgets, it’s incredibly important for marketers to properly allocate their budgets on initiatives that generate a return on investment.


It's easy to do this with online advertising and all the data and analytics that come with it.


But offline? Not so much.


Here's how you can make sure you aren’t wasting precious time and money on in-store radio ads that just don’t work.


Methods to measure in-store radio advertising


The following is a list of strategies you can use to measure the effectiveness of your in-store radio advertising initiatives.


Correlation Analysis

This is mainly about determining if your in-store radio ads have any relationship with one of your marketing metrics such as store sales or brand awareness.


You can do this by comparing metrics during periods with and without the in-store radio ads or even between stores with and without in-store radio.


However, distinguishing the radio ads’ effects from other marketing efforts will require the use of a few more methods we will discuss.


Unique URLs and Discounts


A more direct approach to measuring the impact of in-store radio ads is to assign special discounts or unique URL’s mentioned only on your in-store radio advertising.


Marketers can then simply track the number of customers who have visited the URL or availed of the discount to determine how effective the medium was in advertising the message.


Surveys and Customer Feedback


In our opinion, in-store surveys should be done in conjunction with any of the methods mentioned.


Asking customers for their feedback via a short survey can offer direct insights into the radio ads' impact and other subjective information that won’t easily turn up in the data such as the customer experience and the ads’ relevance to the target audience.


The Final Note



In-store radio ads offer a unique platform for retailers to connect with customers right at the point of purchase.

 

By leveraging the right mix of analytical techniques and tools, businesses can not only measure but also enhance the effectiveness of their in-store radio marketing efforts, turning casual listeners into loyal customers.

 

Let us do it for you!


We can harness the power of sound to create unforgettable shopping experiences that not only resonate with your audience but also elevate your brand to new heights with our Marico Data and Insights Service.


Send us a message at ntcastro@maricoadvertising.com to upgrade your in-store radio today!

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