I guess am right to conclude there’s no ‘thematic’ campaign without Radio included in the plan? Radio is arguably the best & only mass medium reaching the widest audience in the world (even U.N. attest to this).
For smart Marketers, it is ‘the only’ & probably the most powerful communication tool & low-cost medium; with a meagre budget, you can REACH MORE. Talk about reaching Consumers in the hinterland, where TV & Outdoor is limited, Radio is very suited to reach remote communities; the medium is very empathic to all demographics & psychographics.
Unfortunately, a recent study (2017) suggests that traditional Radio faces a grim future (although Nielsen was quick to debunk the report); honestly, guys, take another look at your Media Plan(s)?
In your Brand strategy & tissue sessions with the Creative Team, what role is Radio playing? How many radio materials won an award for content & creativity? What’s the production cost of Radio content vis-a-vis TV and outdoor? Usually (from experience) we devote 95% of our creative time, production cost & Media budget to TV, Outdoor, Print, Digital while Radio is an afterthought.
Ironically, we expect Medium to deliver its objectives – “Reach the Unreachable”!
As it’s better late than ever, I join the world to celebrate ‘World Radio Day’ which was on Feb 13th; in Nigeria, the power of Radio is very strong.
Its power to inform, entertain and educate is just as important today as it has always been.
Radio is the “Johnnie Walker” of Media as it goes where newer technologies can’t; it’s important the Marketing and Communication Community give this Medium a place in the centre stage.
About the Author:
Dolapo Otegbayi, an accomplished and seasoned Senior Marketing Professional with over 15 years’ experience in all aspects of Commercial Business; encompassing Consumer and Shopper Marketing. She is one of the top 50 Marketing Communication Professional in West Africa (7th MWA 2017).
