Marketing Segmentation with Radio: Works for Biz, Politics



Marketing segmentation is a strategy that enables you to divide a broad target into subsets of businesses, consumers and voters – based on their common interests.

Once you know their common interests, chances are you can design and implement the right strategies.

Whether you’re in business or politics — if you don’t have a mega budget for marketing and research — take heart. There are easy, affordable ways to use market segmentation targeting the right persons — using radio.

With radio, you can reach your audience anywhere — at home, at play, at work and in their cars.

ID-100183946 stockimagesFor my money, the best approach is to target civic-minded voters using traditional advertising channels. Why? I recommend reaching customers who care about their communities.

Radio and television can help you deliver a personalized message to tap into emotions of such people locally. Of the two, radio is less expensive and more effective in a more personal fashion.

But that doesn’t necessarily mean putting all your commercials on talk radio.

Two 2015 studies by Nielsen show the impact of radio. Nielsen is a media research company – including the listening habits for radio stations and viewing habits for television stations.

Personally, I have great respect for Nielsen’s integrity. In 2010, I wrote that the firm admitted significant errors in its Web research. Nielsen’s admission really impressed me.

These days, the company studies consumer habits and trends worldwide – in more than 100 nations and the company still provides authoritative information.

“Reaching 93 percent of all U.S. adults every week and playing a leading role in consumers’ purchasing decisions, radio has the ability to positively impact campaign results,” says Carol Edwards, senior vice president for media analytics at Nielsen.

She made the statement when the company reported “Radio’s Returns Have Advertisers across Categories Tuning In.”

Nielsen reported radio advertising is especially effective in four retail categories: Department stores, home improvement stores, mass merchandisers and quick-service restaurants.

“Reaching 93 percent of all U.S. adults every week and playing a leading role in consumers’ purchasing decisions, radio has the ability to positively impact campaign results.”

That makes sense. (Disclosure: I’m a big believer in the power of radio — where I started my career and decades later I’m launching my own radio show in Seattle.)

Lest I forget to mention it, your stations’ sales reps can provide you with credible data about radio audiences.

Impact on voters

A second study, “Morning Commute: Reaching Voters with More Than Just Talk Radio,” explained how radio can be effective in election campaigns by targeting voters.

Different radio formats can be used to attract different voter types. Nielsen used voter registration and other data from Experian Simmons.

The company divided Republicans into three categories: Mild, Uninvolved and Ultra Conservative.

It also determined three categories of Democrats: Conservative, Left Out and Super Democrats.

Nielsen shows the choice of radio format is important, as its following graphic illustrates.

But Nielsen says the following graphic shows the value in selecting the top stations.

So, while it’s great to get an interview with talk show hosts, it’s even more productive for political consultants, their agencies and politicians to buy radio advertising as Nielsen illustrates.

From the Coach’s Corner, here are more marketing strategies:

For Top Sales, 5 Rules for Targeting the Right Prospects — If you target the right prospects, you’ll save time and money and increase your revenue. There are five rules to follow. They’re developed for B2B but work for B2C, too.

5 Tips If You Think You Have to Rebrand Your Business — Evolution is possible in different ways whether you need to expand or redefine your business. No matter what you’re considering, it’s a serious decision. Any mistakes in assumptions are critical.

Do Celebrity Testimonials Really Boost Sales? — Celebrity testimonials have been common throughout marketing history. Some testimonials, work, but some don’t. Here’s why; plus an infographic on the successes and failures of celebrity endorsements.

A Marketing Strategy That Best Defends Your Company — What do I mean by the phrase, “A marketing strategy that best defends your company”? Protecting your assets with the right marketing strategy results in the shielding and enhancing of your brand, as well as protecting your customer base.

Companies Profit Most by Investing in Customer Engagement — Better business performance results when CEOs show leadership in providing the best-possible customer experience. That’s confirmed in a global study.

“Good advertising does not just circulate information. It penetrates the public mind with desires and belief.”

-Leo Burnett


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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.





Photo courtesy stockimages at www.freedigitalphotos.net

Seattle business consultant Terry Corbell provides high-performance management services and strategies.