What Small Businesses Can Learn From Big Businesses that Adore Radio Advertising

“It’s not about looking back and remembering, it’s about being motivated to look forward just like they did”.

Standing in front of Mount Rushmore, awe-stricken, these words weren’t exactly expected. In fact, it required a few seconds of processing afterward. But once I comprehended the message, its resonance became powerful.

Washington, Jefferson, Lincoln, and Roosevelt had genuine visions. They held tightly a heartfelt goal - a better country than the one they led on day 1 of their tenures. This goal, and the subsequent actions, are what led to them being titans in their field of politics.

Business is no different. Companies envision goals, of course.  But what are the most dependable ways to achieve them? When it comes to growing sales, awareness, and market share, few mediums combine efficiency and cost-effectiveness like radio advertising. And despite naysayers’ misinformed pessimism about the state of radio, behemoth companies across the globe still adore it. So let’s explore who they are, what they spent, and with the help of some example ads, what small businesses can infer and use for their own gain. All data is courtesy of InsideRadio’s 2022 Top Advertisers.

Pfizer

The pharmaceutical giant reported as the biggest spender among non-parent companies, with a whopping $120.7 million spent on the airwaves.

Pfizer knows full well their products and services require a middleman or woman, otherwise known as a medical professional. So they often lean in to expertise in their advertisements, like this one.

What Small Businesses Can Learn: The power of outside representation. Note the person talking in the ad is just a doctor, not a Pfizer board member or sales rep. It’s often more powerful to have someone not directly affiliated with your company, be the one talking to audiences about it.  It yields a more sincere trust, and few things are as important as trust to prospective consumers.

Comcast

Internet and cable providers aren’t usually the most beloved companies in the world. But they sure know how to generate cash, which helps them build more cash by putting $110 million into advertising their offerings. Check out this example ad for a sneaky tactic to boot:

What Small Businesses Can Learn: Go bold by calling out your competition. Don’t stoop to anything beneath that (charactering, implying, and so on). But if you stick to concrete facts - we do this and they don’t - you make things superbly simple for your audience. When the time comes for them to start or even switch services, an easily-remembered comparative ad saves them time, stress, and likely money.

T-Mobile

Wireless is a fiercely competitive industry. T-Mobile, AT&T, and Verizon have been the heavy hitters for years, but the latter two have been losing market share left and right, as evidenced by even a quick glance at stock charts. Why?

Probably a few reasons, sure. But it’s no coincidence T-Mobile is the much more radio-reliant company. With $93 million spent on radio advertising, there’s no denying they’ve gotten the messaging they want, to the people they want, with ads like this:

What Small Businesses Can Learn: The right song in the right radio ad can be a goldmine. The theme of the wireless provider’s spot is MORE! So of course’s Billy Idol’s iconic “Rebel Yell” is the accompanying tune.

People are already tuned into non-talk radio stations because they’re in a musical mood. Reaching them with a thoughtful 1-2 punch of ad and song is making hay while the sun shines, and this hay gets you remembered.

Indeed

The online job recruiter’s passion for radio isn’t just coasting, spending roughly the same annually. Indeed actually upped their radio ad spend by 36% from 2021, a wise play as the pandemic began waning. The 2022 sum of $89.3 million placed them 4th among non-parent companies. And such devoted spending has paid dividends, as they are far and away the elite recruiting platform. Have a listen to one of their spots.

What Small Businesses Can Learn: The power of scenarios. Of leveling with people, getting people to say “Yep, I’ve been there”.Virtually every single hiring manager has been in the situation we just listened to.

Best of all, compared to television ads or social videos, radio advertising can present scenarios at a fraction of the cost.

Twin Falls’ Best Radio Advertising Draws Inspiration From Everywhere

We love not just having a vision, but listening to the visions of our local business owners and seeing them manifest on our top-rated stations. So if you or someone you know has a business that wants to be heard by the most engaged listeners in the Magic Valley, it’d make our day to chat. If radio can work for multi-billion dollar companies, it can work wonders for you.