Radio Advertising for Men Who Shop

September 25, 2012
The Presidential Debates, Facebook, and Radio
October 4, 2012

Radio Advertising for Men Who Shop

Most people think it’s strange that my husband Dan has more hair and face products than I do.  Or that his sneaker collection far exceeds mine (by at least eight pair!).

Dan, after all, is a manly man.  A guy’s guy.  However, he also loves to shop.  Online or in-store, doesn’t matter.  And apparently, he’s not alone.

A recent study by uSamp found that more men than women are using mobile devices to shop.  Specifically, 45% of men versus 34% of women, from a statistical sample size survey of 1,100.  In general, it’s a fact that more men are shopping for everything from groceries to anti-aging face creams.

This is important to note, as manufacturers and retailers should keep in mind the many traditional and digital radio properties that have a predominantly male audience.

Cost effective, SiriusXM channels like Howard 100, ESPN or CNN make it easy to sustain a campaign with messaging targeted specifically to the male shopper.

Using Sports/Talk stations exclusively in local-markets that are key to a campaign’s success allows you to keep the cost of the buy down, while testing the effectiveness of your creative and offer.

So, be sure to have an easy-to-remember URL.  You should even consider using different URLs for each radio property used to test the creative and how it works in a given market or on a specific format.  This will make back-end campaign analysis a breeze and allow you to optimize Phase Two.

For more information on the uSamp study go to:

Barbra Tabnick is a Senior Marketing Strategist at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the RSS link above. Visit our website