which types of businesses do radio ads work best for?

all shapes and sizes

SMEs come in all shapes and sizes, from micro-SMEs with under 10 employees and a turnover of under £2m to medium-sized SMEs with turnovers of up to £50m.

Article Summary
Radio advertising is highly effective for local and face-to-face businesses such as retail, healthcare, real estate, automotive, entertainment, financial services, and education. It builds trust, awareness, and emotional connection through targeted messaging and relatable voices. Global helps SMEs maximise this potential by blending creative strategy with precise audience targeting and powerful radio placements that deliver measurable results and strong community engagement.

Whatever the size of your company, the limiting force for advertising is often budget. Massive companies often rack up massive spend. However, it is not necessary to have these amounts to utilise radio advertising effectively.

By combining outdoor with our radio and digital brands and our world-leading digital advertising platform, DAX, Global can provide the most compelling one-stop solution to brands, agencies and advertisers.

There is more to radio advertising than a piece of audio in an ad break. We offer other formats such a  live reads, sponsorships, branded content, premium rate/competitions. And, of course, not all radio is music; think LBC and news channels.

So, is radio right for your business?

One ‘radio’ size doesn’t fit all: Like any other advertising medium, radio ads will work differently for different types of SMEs.

Generally, radio is suitable for:

1. Businesses interacting with customers face-to-face.
2. Brick-and-mortar type businesses.
3. SMEs with a marketing message that resonates more with local audiences.
4. Brands with a unique, compelling story or angle.
5. Small Businesses looking at long-term exposure and brand building.
6. Businesses that want to target defined locations.
7. Companies with events and regular promotions or news.
8. Businesses that want new customers of a certain demographic.
9. Businesses looking to expand operations into other locations want to test the demand/create new brand awareness.
10. Start-up businesses with no known brand identity.
11. B2B and B2C.

this could include businesses like

1. Local retailers, shops, and service providers
2. Car dealerships and repair garages, home improvement/trade services
3. Local event organisers and entertainment venues
4. Pubs, restaurants, bars, and cafes
5. Sales, letting and property services
6. Caterers, cleaners, florists, removal companies.
7. Tutors, barbers, hairdressers, bakers, taxis and car hire
8. Childminder, nurseries and schools
9. Solicitors, gardeners and gyms
10. Doctors, dentists and wellness centres

will radio advertising work for my sme?

Perhaps the question is less about whether radio is an effective advertising medium and whether your business understands its customer profile and their buying journey.

When Global provides listener data on who, where and when, does this tick all the demographic boxes? If the answer is yes, then radio advertising could work well for you.

If you’d like to arrange a consultation with one of our radio advertising experts, get in touch.

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