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


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

Washington: A Balanced Budget Is No Longer Enough

Updated Jan. 11, 2012

A Seattle Times headline is perplexing. True, the headline –“Lawmakers open session, try to close $1B gap” – is a fairly accurate assessment of Washington state’s budget. Not to be laboriously repetitive, but the headline is worrisome. Once again the Legislature faces a budget crisis.

“The economy is the focal point of this year’s legislature as state lawmakers attempt to close a $1.5 billion shortfall in a $34 billion budget at the state capitol in Olympia,” blogged Don Brunell, president of the Association of Washington Business (AWB).

Mr. Brunell is known for his pragmatic reasoning.

“As they deliberate, they must be mindful that Washington is in the midst of an anemic economic recovery which is very fragile,” the AWB president added. “New costs to employers, especially those along Main Street, have a dampening effect on our ability to increase consumer confidence and bring people back to work.”

That’s my sense, too. But the Legislature routinely fails to prioritize first things first. The short-term priority is to balance the 2011-2013 budget. But as a priority, it’s secondary to a bigger quandary – government and budgeting reform, which are needed immediately, as well.

Instead, all budget discussions are about the short-term and relatively insignificant issues grab a disproportionate amount of attention.

Gov. Gregoire wants to focus on a new $3.6 billion transportation package, gay marriage, shorten the school year, abolish social services, release some prisoners before the sentences expire, and increase the state’s sales tax. House Speaker Frank Chopp, D-Seattle, also says same-sex marriage is a top priority.

A significant number of citizens wants to legalize marijuana. Some lawmakers want a statewide ban on plastic grocery bags.

Most of us in business agree education is a priority. But increasing taxes even for education isn’t productive as long as government/budgeting reform is ignored as a priority.

In addition to Mr. Brunell, another thoughtful pragmatist is Jason Mercier. Mr. Mercier is director of the Center for Government Reform of the Washington Policy Center.

Worth consideration is Mr. Mercier’s list of recommended reforms:

  • Enact a constitutional tax and spending limit (with two-thirds requirement to raise taxes) modeled after the original 1993 I-601 formula.
  • Remove as many of the restrictions on lawmakers’ ability to set spending priorities as possible (collective bargaining restrictions on compensation, federal mandates, assumption of auto-pilot budgeting on programs).
  • Reform competitive contracting. Allow agencies to make performance-based contracting more proactive (create a Competitive Contracting Council).
  • Provide the governor discretionary authority to cut spending.
  • Repeal unaffordable programs instead of suspending them.
  • Require at least a 5 percent reserve when adopting the next biennial budget.
  • Require updated four-year budget outlooks to be published after each state revenue forecast or budget adoption.
  • Require completed fiscal notes before bills can be acted on.
  • Phase in a defined-contribution retirement plan that gives state workers benefits that can never be taken away.

Amen. Yes, the Legislature should soberly balance the budget. However, unless the Legislature concomitantly reforms government and the budgeting process, uncertainty will never be alleviated for the state’s businesses and consumers.

From the Coach’s Corner, you might want to consider other public policy columns.

“There is an important sense in which government is distinctive from administration. One is perpetual, the other is temporary and changeable. A man may be loyal to his government and yet oppose the particular principles and methods of administration.”

-Abraham Lincoln


Columnist Terry Corbell is also a business-performance consultant and profit professional. Click here to see his management services (many are available online). For a complimentary chat about your business situation or to schedule Terry Corbell as a speaker, why don’t you contact him today?

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