Linear TV and Radio

Linear TV and Radio

Car enthusiasts appreciate the latest technology, but they also know there’s value in what’s tried and true. Linear (traditional, non-streaming) TV and radio still have value, especially for local markets.

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1. Select Stations and Shows Based on Audience
Identifying your target audience is an essential part of any marketing campaign. Once you know who your target audience is, you need to figure out what stations and programs they’re most likely to tune in to. A sports talk radio station probably has different audience demographics from a station that plays pop hits. For a business in the automotive industry, a TV spot during a NASCAR race is probably more valuable than a spot that airs during local news.

2. There is No Substitute for Good Creative
We’re going to be blunt: despite what you might think, your product isn’t good enough to sell itself. There are more distractions available to keep people from paying attention to ads during a TV commercial break than ever before – how are you going to get their eyes off their phone screens and back on the TV screen? Radio requires its own kind of outside-the-box thinking because you can’t rely on eye-catching visuals. You need creative that demands attention and makes your brand memorable.

Is there untapped potential in traditional media for your brand?

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3. It’s About Time
When your ad airs matters as much as the content. Great creative can’t win anybody over if nobody sees or hears it. On radio, spots during morning and evening drive time usually reach the largest audience. However, you also need to consider the value of repetition – how many times your ad reaches the audience. Studies show that people typically need to hear a message multiple times before they’re motivated to take action. Spending your budget on higher frequency can be more effective than airing your ad just a couple of times in a time slot with a bigger audience.

4. Maintain Messaging Consistency
Strong brands understand their identity and reflect that identity in all of the messaging channels that they use. The creative approach that you use can (and probably should) change to fit what works best on each medium, but the core message that you’re communicating and the “voice” of your brand should stay the same.

5. Monitor, Measure, and Adjust
Maximizing performance means constant testing and tinkering. It’s just as true with your media strategy as it is in the garage. Using tracking methods like codes and landing pages, industry standard metrics like CPP and CPM, and feedback surveys on social media are all ways that you can assess whether your traditional TV and radio campaigns are delivering the value you need them to deliver.

Get in touch with us and start the conversation about whether linear TV and radio can help you achieve your goals. From compelling creative to getting maximum value from every dollar of a media buy, Greenlight Marketing can help you drive revenue and grow your brand.

Should linear TV and radio be in your media mix? Let’s talk about it!

Call Us Today (816) 601-1956