The recently formed Audio Active Group publishes audio insights, advertiser case studies, and sales videos to benefit anybody who wants to study audio. Pierre Bouvard is the Chief Insights Officer of Cumulus Media and Westwood One and has done media research for years. In fact, over the last six years approximately, the AAG ordered eight consumer studies focusing specifically on the home improvement market.
The results were that radio continues to be effective, efficient, and often the most successful way of boosting brand awareness and bringing shoppers to a home improvement retailer, whether in person or online. I’ll give you a few ideas on how you can capitalize in a moment. And that should be no surprise to those of us who have spent hours listening to play-by-play or sports talk on the weekend while doing a DIY project or yard work. The studies showed that the heaviest users of audio are the biggest drivers of home improvement sales. When comparing three categories of heavy radio listeners, podcast listeners and heavy TV viewers (more than eight hours a week for radio and 24 hours a week for TV), you get exciting results.
Audio consumers, either radio or podcast listeners, turn out to be “massive spenders” in the home improvement category. Maybe those in front of a TV aren’t too motivated to do anything, let alone a DIY project. The studies also found that a home improvement retailer that increased spending by more than 100% on AM/FM radio in 21 local markets experienced a significant surge in-store traffic and sales.
Additionally, AM/FM radio ads that focus on sales events for different home improvement departments consistently created a halo effect that increased online shopping and store visits. That’s news you can use. And that explains why Lowes and Home Depot are back in the Top 10 in November radio spot buys. It also gives you some data to get busy selling this category. Start prospecting any product you see each week on College GameDay. Ladders, drills, stains, sealants, and paints. Go to Home Depot/Lowes and see what’s on display, who is spending money to be in store, and figure out how to reach that rep. Partner up with that company, do remotes from the store, co-sponsor DIY clinics, and get involved at the store level because your P-1’s are there. And, while we are at it, why not launch your own remodeling makeover at the radio station?
Your program director will love you.
Work with a remodeling company and do a half cash/trade deal to remodel your studio, kitchen, or sales areas and give them the top-of-the-hour ID “Sports Radio 96.9, built by Jones Remodelers.” Get some new studio furniture like stand-up computer monitors and do a “stand up” segment brought to you by a retailer. Think of the social media you can get out of this. Great before and after photos of the kitchen or studio remodel. Videos of the remodeling work handled with materials from a sponsor and labor by the best DIY person at the station.
And, by the way, when you put DIY-oriented commercials together, the research says female voiceovers drove stronger brand awareness among both men and women. So start building it, and the sponsors will come.
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.
