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The Marketing Mix Archives for 2023-06

Boosting Local Business in a Small Market: Unleashing the Power of Radio Advertising

In today's digital era, where online marketing reigns supreme, it's easy to overlook the potential of traditional advertising channels. However, radio advertising continues to be a powerful tool for driving traffic to websites and generating online sales and interaction for local businesses, especially in small markets.

In this blog post, we will explore how radio advertising can be leveraged to propel local businesses to new heights by tapping into the online world.

  1. Establishing Brand Awareness

One of the primary benefits of radio advertising is its ability to build brand awareness among local audiences. By consistently delivering a compelling message on the airwaves, businesses can imprint their brand identity in the minds of listeners. When listeners are later exposed to the business's website through the radio ad, they are more likely to recognize and trust the brand, thus driving traffic to the website. This same concept is applied to radio help make SEM/SEO efforts more effective. When someone knows the name and trusts the brand, they're more likely to click on even a text based ad (SEM).

  1. Crafting Engaging Radio Ads

To effectively drive traffic to a website, radio ads must be carefully crafted to capture the listener's attention and create curiosity. By using attention-grabbing hooks, memorable slogans, and engaging storytelling, businesses can create an emotional connection with the audience. Additionally, including a strong call-to-action that encourages listeners to visit the website can significantly increase website traffic. Johnson's Automotive runs a series of commercials designed to sound like 90's action movie trailers. This helps them stand out amongst the noise and connect with consumers in an emotionally positive way.

  1. Integrating Digital Elements

While radio advertising is a traditional medium, it can seamlessly integrate with the digital world to drive online engagement. Including specific mentions of the website URL or social media handles within the radio ad encourages listeners to explore further online. Furthermore, businesses can run concurrent online campaigns that complement the radio ads, such as social media contests, online discounts, or exclusive content accessible through the website.

  1. Leveraging Targeted Radio Segments

In small markets, radio stations often cater to specific demographics or interests. By understanding the target audience and selecting the right radio stations and time slots, businesses can reach their ideal customers more effectively. This targeted approach ensures that the message resonates with the listeners, driving traffic to the website from individuals who are more likely to convert into customers. For example, Rewind 99.1's Classic Rock format targets older men. Local truck driving companies who need to recruit drivers, a male dominated industry, can cost effectively utilize the station to target the exact demographic that would be most likely to apply. The Mecosta County Free Fair focuses efforts on Big Country 100.9, a country music station, because the format fits the lifestlyes of the people most likely to attend the fair. For more on station formats and profiles, you can email

  1. Analyzing and Optimizing Campaign Performance

Unlike some traditional advertising methods, radio advertising can be measured and optimized for better results. Utilizing unique URLs or promo codes mentioned in radio ads enables businesses to track the traffic and sales generated through specific campaigns. This data can be analyzed to determine the effectiveness of the radio ads and make informed decisions for future campaigns. Big Rapids Media can create and integrate landing pages into campaigns to help track online traffic driven by a radio campaign.

  1. Collaboration with Radio Personalities and Shows

Engaging with local radio personalities and shows, such as Mornings with Etch, can amplify the impact of radio advertising. Partnering with popular DJs or hosting interviews with relevant industry experts on radio shows can generate buzz around the business and increase website traffic. Additionally, radio stations often have an online presence, allowing businesses to leverage cross-promotion by featuring website links, social media handles, or exclusive online content.


In small markets, where the online presence of local businesses may not be as prominent, radio advertising presents a golden opportunity to drive traffic to websites and generate online sales and interaction. By strategically leveraging radio ads to build brand awareness, crafting engaging content, integrating digital elements, targeting specific segments, analyzing campaign performance, and collaborating with radio personalities, local businesses can thrive in the online space. Embracing the power of radio advertising will enable businesses to connect with their target audience, expand their online presence, and ultimately drive growth in their small market.


2023-10 | 2023-06 | 2023-01 | 2022-12


Local High School Schedule & Scores

CSAA Basketball (Boys)

12/4/23 - 7:00pm

Lakeview 48 @ Saranac 19

12/5/23 - 7:00pm

Big Rapids 58 @ GR Aviation Acad 48

   -> Game broadcasting on WBRN 1460am, 96.5fm

Tri County 35 @ Greenville 77

Grant 57 @ Hart 54

Newaygo 48 @ Montague 68

Pine River 61@ Morley Stanwood 40

Evart 25 @ Reed City 66

Mason County Central 42 @ White Cloud 53

12/6/23 - 7:00pm

Chip Hills 46 @ Gladwin 78

12/8/23 - 7:30pm

Big Rapids @ Reed City

   -> Game broadcasting on WBRN 1460am, 96.5fm

Central Montcalm @ Newaygo

Chip Hills @ Morley Stanwood

Grant @ Lakeview

White Cloud @ Tri County

Kent City @ Fruitport Calvary Christian


CSAA Basketball (Girls)

12/4/23 - 7:00pm

Reed City 27 @ Evart 47

Tri County 30 @ Lakeview 38

Grant 56 @ Ravenna 13

Farwell 37 @ Chip Hills 41

Mason County East 9 @ White Cloud 50

12/5/23 - 7:00pm

Cedar Springs 42 @ Big Rapids 30

Carson Ciy-Crystal 15 @ Central Montcalm 61

Greenville 60 @ Tri County 25

Pine River 29 @ Morley Stanwood 63

Montague 23 @ Newaygo 34

12/8/23 - 7:30pm

Big Rapids @ Reed City

Central Montcalm @ Newaygo

Chip Hills @ Morley Stanwood

Grant @ Lakeview

White Cloud @ Tri County

Kent City @ Kenowa Hills


Big Rapids Ice Hockey

12/2/23 - 2:00pm

Big Rapids 0 @ Plymouth 8

12/8/23 - 2:00pm

Grosse Ille @ Big Rapids

12/9/23 - 8:00pm

Big Rapids @ Gaylord

12/15/23 - 7:00pm

Jackson Lumen Christi @ Big Rapids

12/16/23 - 11:35am

Okemos @ Big Rapids

12/20/23 - 7:15pm

Big Rapids @ Midland Dow

12/22/23 - 5:00pm

Big Rapids @ Cheboygan


Big Rapids Bowling (Boys & Girls)

12/2/23 - 2:00pm

Boys - Big Rapids 22 @ Lakeview 8

Girls - Big Rapids 20 @ Lakeview 9

12/9/23 - 9:00am

Boys - Central Montcalm @ Big Rapids

Girls - Central Montcalm @ Big Rapids

12/16/23 - 9:00am

Boys - Big Rapids @ Kent City

Girls - Big Rapids @ Kent City

CSAA Basketball Standings

CSAA - Boys

  1. Big Rapids 2-1 (1-0)
  2. Grant 2-1 (1-0)
  3. Reed City 2-1 (1-0)
  4. Kent City 1-1 (1-0)
  5. Newaygo 2-2 (1-0)
  6. Tri County 1-3 (1-1)
  7. Central Montcalm 2-1 (0-1)
  8. White Cloud 2-1 (0-0)
  9. Lakeview 1-2 (0-2)
  10. Morley Stanwood 0-3 (0-1)
  11. Chip Hills 0-3 (0-1)

CSAA - Girls

  1. Lakeview 1-0 (1-0)
  2. Central Montcalm 1-0 (0-0)
  3. Grant 1-0 (0-0)
  4. Morley Stanwood 1-0 (0-0)
  5. Newaygo 1-0 (0-0)
  6. Chip Hills 1-0 (0-0)
  7. White Cloud 1-0 (0-0)
  8. Big Rapids 0-1 (0-0)
  9. Tri County 0-2 (0-1)
  10. Kent City 0-0 (0-0)
  11. Reed City 0-1 (0-0)

This Week's Poll

What place will the Lions finish in the NFC North?