Everyone said radio would be dead by now. It is not, and the reason has nothing to do with the music.
In this Marketing 4 Business episode, Scott chats with Kate James, newly appointed General Manager of MediaWorks Canterbury, about what actually makes advertising work for a local business, and what business owners keep getting wrong before they even book a campaign. Kate started out cooking sausages outside appliance stores and car yards on a Saturday, and has spent more than 20 years across promotions, client services, integration and sales. She is refreshingly blunt about what works, what does not, and where media reps should be pushing back harder. Insights you can use straight away, including:
- Why radio's real job is building trust, not reach, and why that matters more in a market full of "click here, buy this"
- What to turn up with before you brief any media rep, starting with who your customer actually is, because "anyone from 10 to 80" is not a target market
- The underspend trap: how a budget that is slightly too small wastes the entire thing, and the honest conversation your rep should be having upfront
- Why one station done properly beats four done thinly, every time
- The nationwide advertiser that dropped radio for a pure digital strategy, and why they have come fully back to TV and radio
- How digital audio and Rover put targeting by age, gender and location within reach of a local budget
- Why stopping your marketing hands the opportunity straight to a competitor, and why you will not feel it for six months
- The florist in his 70s who refused to let anyone underspend his budget, because he knew he was buying customers, not sales
- What the best salespeople actually have in common, and why it is not polish
If you are a business owner deciding where the next marketing dollar goes, wondering whether radio still deserves a slice, or trying to work out what a decent budget really looks like, this episode is well worth your time.
Download the Local Business AEO Playbook HERE. A free, step-by-step guide showing you how to position your business to be recommended by AI.
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