NuVoodoo Research for Radio Sales

An abundance of thanks to our friends at the RAB for a great session on our NuVoodoo webinar last week as part of their ongoing Open for Business series. We were solidly focused on radio sales efforts for this webinar, fueled by consumer insights gathered in our daily interviews conducted to keep track of coronavirus concerns. Those interviews, numbering close to 2,000 per day nationwide, allow us to ask questions on a variety of topics.

To focus what we presented in the webinar, however, we had the RAB ask its membership to respond to a quick interview we prepared. In all, 259 radio sales professionals responded. We learned that they regularly deal with clients and prospects who tell them “no one listens to the radio anymore” – despite evidence to the contrary from Nielsen and many other sources.

The sample of RAB members told us about the tools they need; at the top of that list: awareness and perceptions of local businesses, research about local consumers, and how people feel about going to businesses. Our data from thousands of people just this month says they’re trying to get back to life – but looking for ways to feel safe while doing it.

And safety concerns ranked high among copy points and positioning that would pay dividends in commercials.

It’s clear from the information we gathered from radio sales professionals and the information we gathered from consumers that nothing is normal right now. Information gathered prior to the pandemic might as well have been gathered in 1919. Between piggybacking on our daily national interviews and doing quick custom projects in local markets, NuVoodoo has a lot of ways to help close the information gaps for sales.

As a demonstration for the webinar participants, we fielded 400 respondents 18-54 in Chicago over the August 8-9 weekend. We saw that nearly 70% recalled recent radio ads for Dunkin Donuts. Among those recalling the ads, most were left with a positive opinion of the brand from the ads and 19% of our sample reported they’re more likely to purchase from Dunkin based on hearing the ads on the radio.

We can’t show any of the specific research we’ve done this year for local sales departments, but we’re able to collect samples quickly at the local level to help get meetings and close deals. Our research ops team sets up the output in a custom dashboard with presentation-ready results: as the sample fills up, you can literally copy and paste charts from the dashboard.

It’s all to specifications that fit your goals and comes with the NuVoodoo reputation for research excellence and strict adherence to data integrity. You get quick, relevant results at affordable rates, with barter options available. For more information drop us a line at TellMeMore@NuVoodoo.com.

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