TRENDS: Looking into radio’s crystal ball

Sizakele Marutlulle

Ilsa Grabe

• People aren’t just consuming brands anymore. Radio’s demanding that people be more original. It demands that we become mental designers. Create pictures that are impactful and long lasting.

• Radio lifts my mood –The emotional multiplier / Happiness study conducted by the RAB UK and Sparkle reveals that of all mediums, radio by far makes one happiest, not because of mood or discussion, but because of the personal relationship that listeners have with their station.

• Radio’s become a mobile companion. It speaks to the complexity of South Africa as a nation. With Live streaming, geography’s also no longer a factor in how we listen to the radio. How do you make contact with ‘Ma’Mkhize’ in the rural areas?

• Involve me and I’ll understand: This is key to understanding that if you start a Facebook page, you’re not in control of it anymore, you’re co-creating with the consumer. Consumers want to be involved in the content you’re creating – that’s why dedications and Facebook pages work so well.

• Podcasting means that people now have the option of what they want to hear over and over again.

• Radio and the F-factor (F = friends, fans and followers).This is about being so exceptional that consumers will find and ultimately choose you, without you as a brand doing anything extra.

• Conversation starter – because radio’s so immediate, there’s a need for it to start and maintain conversations. Radio allows intimacy that we don’t necessarily have with other platforms. A sterling example of this is a recent study that says solid creative content on radio will lead to 4 times more brand browsing on the web.

• Radio and Multi-tasking: if we plan our media around understanding the consumer’s habits and capitalise on other touch points, we’re able to instantly engage with consumers on their level.

• DJs are much more than just voices, they can transport the culture of a radio stations, and if your brand makes contact with them, they’ll carry your brand message. Match your brand to a show or host.

• Eliminate the disconnect. Work closely with the copywriters/ creatives and stations to make everything gel.

• Intimacy/ relationship takes longer than 30 seconds to establish. This doesn’t necessarily mean go for 90 seconds ads. Also consider that if you use radio as a sound-bite to spark conversation, where do you continue the conversation?

• If you make it interesting, I’ll be interested. If it has no social traction, it won’t work. Make sure you’re worth the disruption to listeners.