It was all back to Ham Yard Hotel with our client Radiocentre this week.
Following the launch of ‘see radio differently’ at their annual conference back in May, this second installment saw the roll-out of their latest research in the ‘multiplier’ series – Radio, The Brand Multiplier. A new chapter in the radio advertising effectiveness story, the findings focus on radio’s ability to strengthen a brands CEP’s or ‘Category Entry Points’ – a phrase coined by Byron Sharpe’s How Brands Grow (2010) to reference all associations a consumer could have with a brand.
Documenting established FMCG brands who were looking to grow their light and non-user base, Radiocentre worked with leading research agency Differentology to understand radio’s ability to expand the number of CEP’s associated with a brand. Building on previous work around radio’s prowess at ‘extending TV memories’; this study plays to radio’s strength at driving reach and frequency, and its ability to use multiple creative executions to endorse each CEP. Exposure to both TV & radio increased CEP associations by 29%, versus 23% for TV alone, proving that radio can play a significant role in building a brand’s credibility among a wider audience, and ultimately boosting its share of mind.
As with the rest of the ‘multiplier’ suite, this new study provides a valuable soundbite for planners to keep in their toolkit – Including radio alongside TV can improve the cost effectiveness of brand campaigns by over 20%. The research also reminds planners of radio’s original USP – its ability to get ‘close to me’ without intrusion, telling a brand story, proof point by proof point, to a loyal and dedicated audience. It also makes a compelling case for radio in 2017 brand campaigns, particularly when planners are faced with hikes in pricing and the potential implications of Brexit on UK and European client marketing budgets.
Our verdict? The Brand Multiplier is a sound addition to the radio effectiveness stable that we’ll use to interrogate, challenge and inspire clearer thinking around radio’s role in the media mix. It would, however, be great to see the inclusion of smaller-spending brands in future studies, as well as understanding more about the impact that radio can have on growing new to market brands.