If a radio rep has heard it once, they have heard it a million times. When asked where most of their new business comes from, clients often proudly say, “We don’t advertise much; we rely on word of mouth.” In other words, they believe they don’t need to advertise to keep gaining new customers. Word of mouth (WOM) is perceived as the direct result of satisfied customers personally referring others to the business. Sometimes, that is precisely what happens—the business is so extraordinary that people bring their friends and relatives to them. However, savvy companies recognize that by promoting word of mouth, such as sports radio advertising, WOM can amplify the buzz and direct what customers tell others about them. Here are three ways to take advantage of what radio does best—create positive WOM advertising:
Local News and Trust
Local radio news, weather, and traffic provide an excellent platform in listeners’ minds. They already go there to get informed and share what they learn. Your business can be alongside the latest news story about the local sports team. A company can benefit from implicit trust by advertising adjacent to credible local news sources. When a trusted news anchor endorses a product or service, listeners pay more attention. A local weatherman pitching an allergy clinic, a traffic reporter selling AAA car service, or a sports anchor endorsing attendance at a local sporting event all resonate with listeners. During the pandemic, hospitals sponsored news segments, and politicians have bombarded local newscasts for years with advertisements targeting people seeking to be informed. Minor league sports franchises often have top local personalities voicing their commercials about the next homestand. The reliability and integrity of local radio news, weather, and sports have become invaluable for building brand safety and trust.
Radio Endorsements: The Personal Touch
Radio personalities wield significant influence, resonating with loyal listeners who tune in daily. A beloved host who shares a personal experience with a brand creates an authentic connection. These live reads or endorsements generate WOM—listeners trust recommendations from hosts they know and respect. Radio personalities can be the superpower that helps you get WOM. Customers love to tell friends and family about things they learn from their favorite radio personalities. Examples include Barstool Sports’ Dave Portnoy pitching pizza, WIP radio’s Al Morganti selling Byrne’s Tavern chicken wings, or WFAN’s Mike Francesa selling Manny’s with Bill Parcells. This created legendary word of mouth.
Crafting Unique Radio Ads
Not all radio ads are equal. The magic lies in crafting relatable, memorable messages. A well-crafted ad can spark conversations between people. Who hasn’t had somebody tell them, “Did you hear the ad for so and so? It was hilarious!” When listeners share their positive experiences, WOM spreads organically.
Radio advertising offers a powerful complement to WOM marketing, helping it spread through trusted and influential channels. Businesses can tap into the trust listeners place in local radio by strategically placing ads next to local news, traffic, sports, and weather segments. Leveraging the personal touch of radio personalities who share authentic endorsements creates strong, relatable connections with audiences, making recommendations feel like they come from a friend. And friends tell friends about good places. These strategies make radio a formidable tool in generating and sustaining valuable WOM advertising, and everybody knows WOM is the best advertising, right?
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
