The Path to Purchase
Your ad on WGAW AM 1340 and 98.1 FM can be influential is selling your product or service, playing a major role in the customer journey. Customers undergo a process which takes them from identifying a problem to acquiring a solution. When a customer is driving a car he is not being influenced by a newspaper, a television show, or a social media posting. He/she is however, listening to the radio. And many in this area are listening to WGAW. Many are reached by radio within a mile of their purchase.
As potential customers are looking to purchase in a particular category your ad on WGAW can increase awareness of your product or service and drive online searches to your own website. You can increase your visibility, improve customer perception, and help customers recognize and recall your brand. Radio drives search which almost three quarters of customers rely on to research, compare, and even make final purchase decisions. Leverage radio, particularly WGAW in this area, and customers will become more aware of your business and how your products or services can help them overcome their challenges.
When customers are considering various options, you can use WGAW Radio to demonstrate the unique value of your product or service. Your advertising will inform customers so they become more familiar with your products or services. By utilizing radio, you can help customers identify their challenges, explore various purchasing solutions, and make a decision to buy. WGAW can be a big part of this Path to Purchase.
18% of purchasers are influenced by radio within 30 minutes of making that purchase, which is 3 times that of television. See graphic below.
Recency is a “reminding” not a “remembering” model. The difference is critical because reminding is a stimulus that can be controlled; remembering is a response that can not be. Reminding is a perfect job for Radio when considered as a Reach medium. Fortunately for advertisers, WGAW Radio covers all the bases: WGAW is affordable so that a good amount of frequency is available along with substantial reach. In other words, an advertising schedule on WGAW can reach your customers often so they “remember” you. And, because of the nature of radio, an ad message on WGAW is there as a good “reminder” when your customer is close to the time of purchase. But only if you advertise with us. According to the chart above, customers making a purchase were overwhelmingly more recently exposed to Radio than any other medium. Call us at (978) 632-1340 or use this online form.
Recency Theory – Explained
The concepts of Recency refer to the proximity of ad exposure to time of purchase. Recency Theory espouses that messages which reach consumers closer to the time of purchase can be even more effective. For example, a radio ad describing delicious pizza reaches a hungry listener contemplating takeout for supper. WGAW Radio advertising “talks” to people at the right time, when they are in the market, when they are receptive to messages, and when they are near the point of decision. Radio is a reach and frequency medium influencing potential buyers not only with a message reinforcing a brand image, but also often at a time when it is even more effective, close to the time of purchase. It is a unique bonus to advertisers which WGAW AM 1340 AND 98.1 FM radio offers.
Here’s a hypothetical example: At breakfast, Mary sees the cereal box is empty. Driving home from work, Mary hears a Cheerios commercial on the Radio, which reminds her she needs cereal. Mary stops at the Supermarket for her regular brand, but she sees the Cheerios box on the shelf and buys it instead.
