In a time when advertising dollars are being reevaluated and stretched, many advertisers are turning to radio for the first time as a way to promote their brand and get the word out. These clients are realizing just how important radio is in a media plan. With the latest research showing that over 190 million people, or 73.8% of the population ages 12 and up, hear at least one radio commercial a week (RADAR 106 9/20), and that a majority of shoppers are listening to radio shortly before shopping (Nielsen and the Council for Research Excellence 6/16), advertisers are finding their messages reaching more ears and making an impact. CBS RADIO often finds that once a company advertises on radio for the first time, they are so pleased with the results that they become repeat advertisers.
Recently, CBS RADIO teamed up with Hayneedle.com, a web destination for furniture specializing in both indoor and outdoor home needs with an emphasis on variety. This marked the first time that Hayneedle.com pursued radio advertising. Through a complex marketing plan, Hayneedle.com was featured prominently on 16 CBS RADIO stations in some of the nation’s top markets. Marquee talent such as WWFS’ [NYC] Jim and Kim, KRTH’s [LA] Gary Bryan, WCFS’ [Chicago] Steve Fisher and KMLE’s [Phoenix] JJ helped promote the site and introduce listeners to featured furniture items, in addition to participating in interactive interviews. Through a combination of on-air messaging, banner advertisements, social media and on-air and online contesting on several of the Company’s stations, Hayneedle.com was able to reach their target audience and expand their brand awareness. As a client new to radio, Hayneedle.com experienced the power of the medium first hand.
Because of radio’s ability to target listeners both demographically and psycho-graphically, in addition to on a local or national level, CBS RADIO is able to deliver and meet clients’ needs through a variety of advertising options.
In the instance of Hayneedle.com, they were looking to gain increased exposure for their brand and drive sales for their many divisions, especially outdoor furniture during the summer season. As a result of Hayneedle.com’s advertising campaign on CBS RADIO stations and websites across the country, as well as various other media outlets, the company saw searches for Hayneedle.com triple. Furthermore, Hayneedle.com saw a 50% lift in visits during the campaign vs. year to date average. In addition, radio markets participating in the Hayneedle.com campaign showed a nearly 10% lift in revenue while on air, compared to rest of the country.
Said Hayneedle.com Marketing Director, Donna Faust: “I found CBS RADIO to be a true business partner in the campaign. They really understood our business objectives and built a program that exceeded our expectations.”
Radio can help bring a campaign to life! With the available content, breadth, reach and resources available to radio, companies can seamlessly integrate their brands into content, achieve results and meet the goals and objectives they have set. Radio is always ready to deliver bold messages to the masses.
-- Sue McNamara, Senior Vice President of Sales, CBS RADIO