Audio is for everywhere – not just the radio
How to implement audio at all touchpoints for a business.
Here at radio experts, we often talk about how most advertisers should spend as much time and effort on their audio tone of voice as their visual branding. Despite audio being 8 times more effective for brand retention than a standard visual logo, it’s quite ironic that TOV brand guidelines refer at great length to the use of particular pastel shades – yet very rarely the actual sound of the brand!
But for those who do invest in an audio brand, are they using it effectively in all areas of the business? Here’s our quick rundown of the places where audio can be effective – beyond linear radio advertising.
Digital audio platforms and podcasts
With younger listeners spending more time listening to streaming services and podcasts than traditional radio, it’s obvious that brands should be advertising to them. Platforms like Spotify, Acast, DAX and Octave require only minor adjustments of tone and call to action to linear radio copy, but it’s worth doing so to be effective in these more intimate environments.
Smart Speakers
Most homes have an Alexa or similar smart speaker device. They are an essential way to reach customers – and have the advantage of being interactive. Audio advertising on these devices allows customers to have a conversation with a brand, asking their smart speaker to send them a free sample, or add an item to their shopping basket. It’s an opportunity that’s too good to miss – and you can use your brand voice rather than the standard Alexa voice for the interaction.
Telephone System
One of the great things about traditional radio for advertisers is it is low on “ad avoidance”. Listeners don’t switch stations to avoid hearing ad breaks. Another audio touchpoint where avoiding messages is not an option is a brand’s telephone system. Whether waiting on hold, being transferred, or going to voicemail, your customers can be served with relevant messages.
Social media
Most brands are on social media these days. But are they effectively utilising audio?With sound playing a big part in video platforms like YouTube and TikTok, you can reach users on their phones with your audio brand seamlessly. Imagine hearing an advert on the radio, then hearing the same voice/music when on social media – a great way to drive home the brand retention.
Website
You might think that once someone clicks on an advertiser’s website, the desired result of advertising has been achieved. But in fact, this is exactly the place to target them with effective, on-brand audio. This can be done via videos or embedded audio players.
In store and point of sale
Likewise, getting a customer in store shouldn’t be seen as an end in itself. In store audio is a very effective way of communicating to your customers while they’re shopping. It’s probably the closest thing to linear radio in that you are talking to listeners en-masse over background noise. But even when the customer is paying, you can be serving them with an audio brand. A great example is the audio brand sound MasterCard makes when a payment goes through, making the customer feel assured about a transaction.
If you’d like to know more about putting audio everywhere for your clients, get in touch
