I know what you’re thinking so let’s get that out of the way first… no we are not talking about THAT kind of POP Radio. We’re talking about Point of Purchase Radio. For those of you unfamiliar with the term, point of purchase radio is simply a pre-selected mix of music and advertisements that is played in establishments to help drive sales and customer satisfaction.
Doesn’t ring a bell? Well it’s more popularly referred to as in-store radio and is particularly being utilized in the retail industry.
Still not getting it? Check out these demos to better familiarize yourself with the concept and come back later.
But for those of you who are already aware of this marketing tactic, let me give you the three reasons it is much better than whatever you have going on in your stores right now.
Now let’s put that in perspective. 400 people recalled hearing retail audio played during a recent shopping trip while 180 heard the stores advertisements and promotions. I’m sure you’re thinking, “So what? I get more than two times that audience by broadcasting on radio.” But you’d also be interested to know that of those who heard the advertisements, 40% made an unplanned purchase and more than one third decided to go with the brand that was being advertised. I’m sure you’d love more of these last minute sales and I’m here to tell you that without in-store radio, you’d be sorely missing out because…
2. In-store radio allows advertisers to reach consumers when they are ready to buy
What’s the difference between hearing an ad on the radio during your drive home and hearing that same ad in the grocery store while shopping? I’m sure the answer is clear. In the latter case, you are in the mindset of buying. You are in a state of consciously deciding on what purchases to be made.
Noted media researcher Erwin Ephron has popularized this concept known as recency media planning. In it he states that the idea is for advertisers to sell to those consumers who are ready to buy the product. It’s as if there is a window of opportunity for the ad messages preceding each purchase. Now if you’d want to sell to anyone, then this is the best time to do it. Not while they’re at home catching up on their evening telenovelas.
3. The reach of retail audio networks rival that of traditional broadcasting
In the Philippines, a press release from Mercury Drugstore states that its 930 stores serve 1.2 million customers a day. How’s that for some prime time viewing of your ads?
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