The Brand Manager’s Corner – How Radio Impacts a Brand’s Online Presence

BigRock’s Brand Marketing Head – Dhaivat Mehta thinks it’s important for every brand to make it’s presence felt in all media, whether online or offline. Read on to know his take on why BigRock took one of it’s most successful TV ad campaigns – Savitri Bai on Radio.

One of Television’s most loved TV commercial characters, BigRock’s Savitri Bai, has now extended herself to the marketer’s favorite frequency builder medium – Radio. Cutting across Television, Digital, Social and now Radio – Savitri Bai is certainly going places! So why has BigRock opted to leverage Radio at this stage of its brand journey.

Whilst as things stand, no other medium can compete with Search Marketing when it comes to performance driven sales campaigns, traditional media does play a significant role in building brand awareness, salience and recall. As a principle, one media platform builds on another, and that on another.

Radio, as a medium, offers cost effective marketing solutions coupled with sizeable reach and plenty of brand recall opportunities. Localization, targetability, instant leads and content integration opportunities are some of the other benefits that the medium offers.

The fundamental advertising axiom – find the right people, at the right time, with the right message, at the right cost is probably easier on radio than on other mass media platforms. A high share of voice is relatively easier to achieve on Radio, which translates to higher share of mind and thereby greater salience for the brand. In communication terms, radio offers benefits of intrusiveness, frequency and lower levels of advertising avoidance.

Conventionally, Radio has played a role in extending marketing campaigns and filling in silent periods of media scheduling. According to a study by Milward Brown and media agency Mindshare, moving 20% of Television marketing budgets to Radio can increase brand awareness by upto 22% and sales by upto 15%.

As far as the Radio landscape in India is concerned, the FICCI-KPMG Indian Media and Entertainment Industry Report 2011 states that the radio industry in India is expected to grow at 20 per cent CAGR from the current base of around Rs 1000 crore. Radio’s share of media spends is also expected to rise from 4 per cent to 5 per cent by 2015.

While Radio (Television even more so) is somewhat technologically one-directional, a smart marketer aims to combine the reach of these mediums with the engagement and conversation opportunities that mediums like Social and Digital offer. Mass market brands do not have the luxury of looking at each medium in isolation, it’s all about integrating mediums in order to stir emotions and create dialogue.

Radio, like some other conventional media, offer unique benefits and the question is not whether these offer value to marketers and consumers. The question is whether marketers can adapt swiftly to leverage these media better in tandem with new media – and whether consumers find the conversation interesting enough to engage.

BigRock’s radio campaign is now live across Mumbai and Delhi on Radio City, Fever and One. And in case you missed hearing Savitri Bai on Radio, you can listen to her online.

We look forward to your comments and suggestions.

Keep BigRocking!

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