107.8 Arrow FM talks to people at the right time and place

Contact Us 107.8 Arrow FM works in "real time" so ads can be run at just the time when people are most ready to be influenced by the message. For example, a leisure centre can advertise on a Friday night when people are planning their weekend; a car dealership can target the 'drive time' to reach people in cars; a local retail outlet can advertise on Friday and Saturday mornings to promote weekend offers.

Research shows that ads are far more effective when people are thinking about a related subject.

107.8 Arrow FM can talk to people who are one click away

Click Away Recent research into surfing behaviour revealed that 20% of internet users are listening to radio at any time (Clark Chapman research 2006), This is great news for businesses which use the web to bring customers in, as it means many of the listeners can go and check the website immediately. More >

Radio and online, combine push and pull to reach out and engage consumers and fulfil brand interactions.

Future growth

Online and radio are the only media predicted to grow audience The huge growth in online audience is increasingly affecting time spent with other (traditional) media - radio is the only traditional medium that people predict they will be spending more time with in the near future.

Size of opportunity

Almost 50% listen to radio when online each week 67% of the sample claimed that they ever listen to radio when online and 72% of these claimed to have listened in the last week (i.e. 48% of total sample). The research also suggests that at any given time 20% of people who are online are also listening to radio – making this conjunction a significant media opportunity in its own right!

Communication effects

Online and radio provide complementary rational and emotional consumer benefits Online is perceived as a convenient channel for helping people find what they want, when they want it, whereas radio is perceived as offering the human touch, helping to shape the moods and rhythm of the day. In conjunction, they feed each other by keeping the consumer engaged across each other’s momentary low points, leading to an increase in overall time spent with this media combination.
Radio and online are ‘social connectivity’ media Radio and online are both perceived as providing connection with people’s social communities but on different levels. Online operates more within people’s immediate social network, allowing them to stay in touch with friends and highly defined communities of interest (My World). Radio connects people with their wider network e.g. their local community or broader community of interest (My Wider World).

Effectiveness

Combining radio and online significantly enhances response 57% of the sample claim to have checked things on the internet after just hearing about them on the radio, with 59% claiming to use search to find more details. This isn’t just restricted to editorial mentions – 39% claimed that advertising has prompted them to search for something on the internet.

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107.8 Arrow FM reaches out to customer

While it's easy to skip the ads on TV and in newspapers, radio ads are harder to avoid. Research shows that people just don't avoid the ads like they do in other media. This means that radio is ideal for reaching out to new customers (the lifeblood of most businesses) - they will hear the ads regardless of whether they think they are in the market or not.

107.8 Arrow FM is a 'local friend' for listeners

Local Friend Listeners typically describe their favourite local radio station as a friend, and that friendship can be used by advertisers to change the way local people perceive them - to keep ahead of the competition.

This is especially true for branded content (sponsorships and promotions). If a 107.8 Arrow FM presenter says that prizes are "thanks to our friends at ABC Motors", listeners will begin to feel a warmer relationship with that company.

Radio is the most flexible medium

Flexible Radio Business conditions can change fast, and radio is well set to meet those changes. Production of commercials is quick and relatively low-cost, and this allows local advertisers to put out just the right message at the right time. This flexibility works particularly well for advertisers who's business changes fast with late deals, extended sales, reaction to news/weather with late deals, extended sales, reaction to news/weather.

Radio builds long term brand dominance

Dominance Naturally the listeners to 107.8 Arrow FM are locals. But more importantly they are also the right kind of locals. Compared to the typical local newspaper readers, 107.8 Arrow FM listeners tend to be significantly younger. This means they are more likely to have families and to spend more on shopping.

107.8 Arrow FM reaches the right local audiences

Right Audience As the growth of Carphone Warehouse proved, small businesses can become much bigger business by using radio as their primary medium.

Because radio messages are repeated more often and have lower levels of avoidance, by the time a listener is ready to make a purchase, the retailer's brand name and values are stronly established in their mind. This is particularly true for brands which invest in sonic identities or jingles.