The Grass is Greener for Outdoor Supply Company When Radio is On-Air
NEW KATZ CASE STUDY FINDS RADIO BOOSTS ONLINE ENGAGEMENT
Summer is a season when people spend quality time enjoying the outdoors - and do some quality work to their home's outdoor space. Home improvement brands, as well as other home-related services, have long utilized radio in their media mix, confident that radio delivers their specific homeowner targets. Katz's latest case study provides further evidence that radio is an ideal platform for a home improvement brand to reach its ideal audience and grow engagement among consumers.
USING RADIO TO TARGET HIGH-INCOME HOMEOWNERS AND DRIVE RESULTS
A high-end Outdoor Supply Company wanted to increase brand engagement among their target audience of mature, high-income homeowners. They partnered with Katz Radio Group on a 4-week AM/FM radio campaign utilizing a strategic mix of music, news/talk, and sports stations chosen to target their key consumers. The Company's messaging took the form of brand spots, talent-voiced spots, and MLB game features. Katz Analytics, powered by AnalyticOwl, provided campaign measurement, matching radio log times to the Company’s web data to track radio’s impact on consumers’ online engagement.
The Outdoor Supply Company's site experienced +45% higher traffic on days radio was on-air compared to off-air days (the days prior to the campaign start), signifying a measurable boost in online activity when radio kicked in. It also served as proof that the radio campaign was reaching a high caliber audience of homeowners in line with the Company's targeting and messaging.
The radio campaign successfully drove over 9,000 web visits to the Outdoor Supply Company's site, resulting in a +4% lift in web traffic attributed to radio. All spots contributed to the lift, delivering an average 8 visits per spot airing (VPA), well above category norms. The MLB feature spots proved to be heavy hitters; the mixture of :05 and :10 pre-game, in-game, and post-game features delivered 11 VPA, the highest of all creatives. On-air talent-voiced spots, from DJs and MLB announcers, drove over 5,000 visits, more than half (57%) of all web traffic.
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Katz's smart mix of music, news/talk, and sports stations successfully reached the Outdoor Supply Company's target audience and impacted traffic to their website. The company continues to use radio in their media mix, confident it works for them and that the grass is greener when radio is on-air.