As discovered in Katz's analysis tracking ad incidence data, jewelry retailers have a love affair with radio. 71% of jewelers relied on radio to get their Valentine's Day messaging out this year, with 58% using radio alone (no television). But what happened after the spots aired? How did love-struck listeners respond to these Valentine's Day campaigns? Katz's latest case study finds that radio proved to be an ideal platform for jewelry retailers to reach receptive and responsive consumers with Valentine's Day timed messaging.
JEWELRY STORE ADS SPARK LISTENER RESPONSE
Katz conducted studies around two radio campaigns for different jewelry retailers running in key markets during the weeks leading into Valentine's Day. The study found that both brands' investments in radio successfully impacted awareness of the retailers and the likelihood of consumers shopping there in the future. Aided brand awareness increased an average +25% among those who heard the campaigns, and brand consideration grew an average +38%.
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It should be no surprise that radio advertising helped improve brand metrics for both retailers. 8 in 10 jewelry buyers reported being receptive to radio ads, believing it is smart for jewelry stores to use radio advertising to communicate with potential customers.
With the majority of jewelry retailers investing in radio, it's good to know that love is not a one-way street when it comes to Valentine's Day campaigns. This new case study confirms that consumers are receptive to radio ads and the ads positively impact brand consideration.