Author: Annette Malave, SVP/Insights, RAB
Food is fabulous! And it’s even better when someone else prepares it and serves it to you – whether it is in a casual dining establishment, white tablecloth restaurant or even in a to-go bag.
The restaurant industry has undergone vast changes to meet the expectations of consumers. They seek out unique foods and concepts that are authentic – in both flavor and experience. They also expect healthy options that will delight the inner foodie in them.
Studies have shown that words and sounds (especially those related to food) can bring imagery to mind – one of radio’s many strengths. And when you use any of these words or similar tactics within a radio commercial, radio drives restaurant search.
Continue reading “Radio Drives Restaurant Search”
Author: Annette Malave, SVP/Insights, RAB
Consumers today continue to shop and buy at brick and mortar locations, despite the surge of online shopping. In fact, according to a survey released by GroundTruth, a global location tech company, 38% of consumers believe they spend more money in-store. What influences that spend? The experience.
According to an article published in Forbes earlier this year, what will be critical for the retail industry is “the customer experience.” The same rings true for automotive. An Autotrader study found that 54% of consumers would buy from a dealership that offers their preferred experiences, regardless of cost. When it comes to the QSR (quick service restaurant) industry, the experience is key. The interaction customers have with the employees is just as important as the food that is being served.
Continue reading “Radio Drives Store Traffic”
By now, the hustle and bustle of holiday shopping is reaching a crescendo for many of us. With aching backs and feet from all the window shopping for ideas to shopping in-store, there is nothing better than sitting down for a good meal.
There are numerous dining options for consumers – from quick-serve to fast casual to sit-down restaurants. With all of these options, enticing their taste buds can be a difficult challenge. How do you reach consumers that are on-the-go or right before they are about to shop? With radio, of course.
Continue reading “Dining During the Holidays”
Whether you read ad industry trades, online or print news, there are always articles referencing millennial influences or changes impacting boomers. However, there is very little attention paid to Generation X, which Pew Research referred to as the ‘middle child’ in a 2014 article. Sandwiched between two larger generations, Gen Xers who in 2017 are somewhere between the ages of 38-52, are a much smaller group in size and therefore are often overlooked by marketers.
According to the Bureau of Labor Statistics (BLS), Generation X spends more per household annually than any other generation – approximately $67K which is almost $20K more than what millennials spend. Additionally, they have the highest household income compared to the other generations.
So how do you reach this often over-looked and valuable generation? With broadcast radio — of course.
Continue reading “Radio speaks to the “Middle Child””
Previous posts have focused on radio’s diversity – its diversity of music, formats and ability to reach different age groups. Radio also reaches a diverse audience – general market, Hispanic and Blacks/African-Americans.
According to African-Americans: Demographic and Consumer Spending Trends, a report released by Packaged Facts, African-American buying power grew 27% to $1.3 trillion – from 2010-2015. That buying power is forecast to grow 16% from 2015-2020.
While many pieces focused on Blacks/African-Americans’ rise during Black History Month, it’s important to note that this is a powerful consumer segment that should be reached for more than just that period of time. Read on to learn about some of the powerful ways that radio reaches this target audience.
Continue reading “Radio Reaches a $1.3 Trillion
Isn’t it odd that when you hear someone talking about a meal they had you suddenly crave it? And the more descriptive they become – using words like creamy, spicy, and juicy – that image comes to life, driving you to crave it even more. These words don’t have to come from someone sitting next to you to whet your appetite; they can come from listening to the radio.
Continue reading “Whet the Appetite with Radio”