In our experience, relatively few companies include anything about sound in their brand guidelines. This is something you will need to think about carefully in the planning stages of your retail radio campaign.
You’ll want to ensure that every branch of your business has a similar soundtrack to create consistency in your brand voice.
While consistency is key, it’s also important to remember that you can personalise promotional messaging based on the location of the store and the time of day. Ideally, you should be tailoring your messaging to your target audience, wherever they may be. Using a live radio presenter is a great way to do this effectively. Keep reading to find out why.
Advertise your best deals
Purchase intent is high when customers are in your store, so make sure you take every opportunity to upsell them on your products, and inform them about your latest promotions. Retail radio is a great way to influence consumer purchasing decisions.
You may want to use this opportunity to big up your brand to new customers who maybe don’t know much about your brand and company initiatives. The best way to do this is by sharing positive news about your company on your radio station. Remember to tell shoppers about any charitable or environmental initiatives your company is involved in, and the individual impact customers can make by shopping in your retail stores.
Changing things up keeps your customers interested and engaged while also boosting worker morale, productivity, and motivation. The music may be updated on a daily, weekly, or monthly basis, depending on your brand, but it should always be evolving so that it does not become stale and repetitive.
Using live presenters is a great way to keep things fresh, authentic, and entertaining, as they can comment on current events, and riff in between ads and instrumental breaks.
Use a live radio presenter
If you really want your in-store messaging to pop, you should seriously consider using live, presenter-led radio. A radio presenter can give shoppers a unique listening experience by discussing the relevant topics of the day. This is, without doubt, the most effective, authentic, and appealing way to sell customers on your products. No one can resist a personal touch.
Create a positive atmosphere
Don’t forget, it’s not just your customers who will be listening to your retail radio. Store employees will be listening to your playlists on repeat. In order to keep up morale, you should insure that your music playlist is diverse, and that messages are not repeated too often.
You can also up your audio production value, by hiring live radio presenters to host your in-store radio station. Doing so ensures your messaging is less repetitive and more entertaining. It also enables you to personalise your ad content for each store and even give individual employees a shoutout for their positive achievements.
Increased Brand Awareness
Playing jingles, taglines and recognisable ad audio via your in-store radio help to raise awareness of your company’s brand. Some retail stores, run their own radio networks, giving them full control of the messaging, while also ensuring their content is entertaining and informative.
Make sure all the ads featured in your messages are relevant. Only ever highlight the brands and products you sell and that your target market loves. Producing your own retail radio is far superior to playing real radio through your sound system because it gives you complete control over what your customers hear in-store.