The wonderful benefits of Point of Purchase Radio!

1. 3 REASONS POP RADIO SHOULD BE
PLAYING IN YOUR STORES RIGHT NOW

2. I know what you’re thinking so let’s get that out of the
way first… no we are not talking about THAT kind of
POP Radio. We’re talking about Point of Purchase
Radio.
For those of you unfamiliar with the term, point of
purchase radio is simply a pre-selected mix of music
and advertisements that is played in establishments to
help drive sales and customer satisfaction.

3. Doesn’t ring a bell? Well it’s more popularly referred to
as in-store radio and is particularly being utilized in the
retail industry.

4. Still not getting it? Check out these demos to better
familiarize yourself with the concept and come back
later.

5. But for those of you who are already aware of this
marketing tactic, let me give you the three reasons it is
much better than whatever you have going on in your
stores right now.

6. 1. THE NUMBERS DON’T LIE
In a study done to explore the value of in-store radio as
an advertising vehicle, researchers surveyed over 1000
shoppers in local grocery stores in the US. Of those
surveyed, 40% said they recalled hearing retail audio
during their most recent grocery store visit while 18%
recalled hearing retail audio commercials and
promotional announcements in the grocery store.

7. Now let’s put that in perspective. 400 people recalled
hearing retail audio played during a recent shopping
trip while 180 heard the stores advertisements and
promotions.
I’m sure you’re thinking, “So what? I get more than two
times that audience by broadcasting on radio.”

8. Well, you’d be interested to know that of those who
heard the advertisements, 40% made an unplanned
purchase and more than one third decided to go with
the brand that was being advertised.
I’m sure you’d love more of these last minute sales and
I’m here to tell you that without in-store radio, you’d be
sorely missing out because…

9. 2. IN-STORE RADIO ALLOWS ADVERTISERS TO REACH
CONSUMERS WHEN THEY ARE READY TO BUY
What’s the difference between hearing an ad on the
radio during your drive home and hearing that same ad
in the grocery store while shopping?
I’m sure the answer is clear. In the latter case, you are
in the mindset of buying. You are in a state of
consciously deciding on what purchases to be made.

10. Noted media researcher Erwin Ephron has popularized
this concept known as recency media planning.
In it he states that the idea is for advertisers to sell to
those consumers who are ready to buy the product.
It’s as if there is a window of opportunity for the ad
messages preceding each purchase. Now if you’d want
to sell to anyone, then this is the best time to do it and
not while they’re at home sitting down and having
dinner.

11. 3. THE REACH OF RETAIL AUDIO NETWORKS RIVAL THAT OF
TRADITIONAL BROADCASTING
Yup you read that right. “How can that be possible?”
you might be asking yourself.
Well you may not notice it but retail chains can reach a
surprising number of consumers in the market.
A study done by Neilsen shows that the traffic of one
retailer is at least four times the audience size of the
popular US television show, American Idol.

12. In the Philippines, a press release from Mercury
Drugstore states that its 930 stores serve 1.2 million
customers a day.
How’s that for some prime time viewing of your ads?

13. ABOUT US
We are an in-store radio provider in
the Philippines. We do music right
and make sure your brand speaks
for itself with music that your
customers identify with!
Shoot us an email at
gnknico@gmail.com if you’d like to
know more about our work. Or visit
our website at gnkinstoreradio.com
for more cool stuff!