Malta’s Smooth Radio has launched a new drive to promote radio advertising to small and medium sized enterprises.
The popular ‘more music less talk’ radio station, which broadcasts on DAB+ digital radio and online, will provide guidance, insight and inspiration to help Maltese companies embrace the power of radio to grow their business.
A new advertising campaign has been launched to support the Backing Brilliant Business initiative featuring success stories of firms across Malta and Gozo who have used radio to boost search performance and increase awareness beyond Facebook.
Evidence shows that businesses that advertise on radio are more trusted by listeners with an increase in ad awareness of 48%. Furthermore, as small businesses increasingly turn to search and social media, advertising on radio is shown to increase search performance by 52%.
Smooth Radio Malta managing editor Simon Lumsden said: ‘Radio has traditionally been used by Maltese advertisers to grow awareness in their area. But over the last year we have seen new advertisers who have previously only ever used social media to promote their company and know they’re missing out. Radio can really help. Research has proven just how much more likely people are to search for businesses after hearing about them on the radio – and it’s one of the most trusted and cost effective media channels.’
It’s not just research claiming the virtues of radio, however. The power of the medium is demonstrated in the success stories showcased in the campaign. Virtual receptionist company Moneypenny turned to Smooth Radio at the start of the pandemic, resulting in increased awareness and call volumes and more efficient investment in digital and search.
The Backing Brilliant Business campaign includes a national radio campaign, promotions on SME trade sites, on LinkedIn and targeted social media ads.