Tag Archives: tesco clubcard

How to get Radio Success

16 Jul

Radio is a fantastic and exciting advertising medium and can be an incredibly powerful way to build a brand and generate sales for any business. But what do you need to make a radio campaign a real success?

The answer is incredibly simple – the most important thing is to develop a Targeted Proposition.
The proposition that lies behind any radio advertising campaign must be targeted to your customer. Whether it’s a subtle branding message or a full on sales offer, you need to carefully consider what would motivate the customer to take action. To be able to do this well, you really need to know what makes your customers tick. If you can find out as much about them as possible and then distil this information down into two or three key insights you’ll be able to inform both sides of the radio equation – the radio airtime proposal and the creative approach.

One company that has been doing this for years is Tesco.
Through their Clubcard loyalty scheme they gain a massive insight to the buying habits of their customers – even down to when they shop, how often and where. For smaller businesses though, getting access to information about their own customers is much harder – but there are ways to achieve it. Perhaps holding focus groups with a selection of different customers, or even doing an online survey.

Whatever amount of information you have about what makes your customers tick, you’re assured that Radio Experts will go to work on creating a highly targeted radio advertising proposition, which is finely tuned to get great results.

It’s what we do!

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert