Radio Ads Build High Engagement and Boost Sales for the Home Improvement Industry

Key Takeaways from the Studies

• Heavy audio listeners (AM/FM and podcasts) spend four times as much on home improvement purchases and shop 43% more frequently than those who aren’t.
• A home improvement retailer increased its local radio spend by 2.3 times and saw significant surges in store traffic and sales.
• Audio is also a way to engage e-commerce home improvement shoppers who are more likely to shop online.
• AM/FM radio ads with messages about sales and promotions create the “halo effect” and increase online and in-store shopping.
• AM/FM radio generates three times the sales lift of TV.
• Listeners prefer female voices, and their use can increase recall.
• At 13.4%, AM/FM drove the strongest sales growth compared to TV alone and TV + radio.
• Radio ads delivered the best ROI, at $28.82 for every $1 spent.

These are exciting numbers, especially when people believe that no one listens to the radio anymore. The reality is that broadcast radio still has the greatest reach and dominates ad-supported listening. Further, radio is the most trustworthy medium with the highest listener engagement.

So, for any non-believers, you’ve got the data and facts to demonstrate that radio ads work! Now that you have their attention, what kinds of campaigns should you recommend?

Promos Drive Action

As referenced above, ads about sales get people in stores and clicking online. Everybody wants a deal, and retailers always have some promotion going. Curating a simple message about the sale, offer and details is all you need. You can also suggest digital advertising to complement this, including display geotargeting to catch people in the area. OTT/CTV ads could drive action with unique codes for e-commerce or in-store purchases.

Retailers Can Woo Professionals Too

Consumers aren’t the only shoppers at home improvement stores. Local professionals also need supplies and materials. However, their buying motivations are somewhat different. They are looking for quality but are also very aware of margins and availability.

If there are specific items that have been hard to find but are back in stock, this is great content for a radio ad. It could immediately drive foot traffic. Your advertisers should also consider spots that speak to the professional about programs, financing deals and memberships exclusive to them.

Telling Stories Engages Emotions

Audio stories impact the brain in much the same way as visual ones. That makes it a great medium for storytelling. Home improvement projects often have special meanings behind them. They may be a labor of love or a way to make a fresh start. Remember that radio is a highly trusted channel, so these stories will likely be more impactful than other mediums.

If you can develop this into a short narrative, your advertiser will get more engagement. These could be actual stories or something you create together. For example, these could be things like renovating the master bath for a mom who does it all or updating a child’s bedroom after they suffer a life-changing event.

Radio Ads Should Be Ongoing to Keep Momentum Going

Advertisers can expect some returns for radio ad investment, but you should propose this as a long-term campaign with new content depending on the sale, season or other components. If they want to reap those high returns noted above, they’ll need to advertise consistently on radio. You’ll be able to share results with them regularly and make tweaks for the greatest impact.