Earlier this year, Arby’s launched an advertising campaign centered on the concept of “Good Mood Food.” In their planning and research, the restaurant chain identified an important area of emphasis that would resonate with their core customers.
According to Steve Davis, Arby’s chief marketing officer, “This campaign is focused on our target audience, Balance Seekers, who want and need to eat fast food because of their busy lifestyles, but do not want to feel guilty about eating it… We like to think that stopping by Arby’s makes their day a little brighter.”
Arby’s signature roast beef sandwiches are putting smiles on plenty of customer’s faces these days. Since the campaign launched, the chain has added more than 200,000 Facebook fans and same store sales are up 5.5%. Not bad for an advertising campaign that was initially panned by critics as being over the top.
Thankfully, fast food doesn’t have the market cornered on offering consumers enjoyment. This summer, Britain’s Radio Advertising Bureau announced some interesting findings… listening to the radio makes people happier than watching TV or surfing the internet.
A Methodology Worth Noting
While this consumer insight was certainly a newsworthy headline, what received less attention was how the survey itself was conducted. 1,000 Brits participated in this survey using their smartphone to submit answers. These mobile, tech savvy consumers indicated that, “On average, when consuming radio, happiness & energy scores increase by 100% and 300% compared to when no media is being consumed.”
According to Boston College Professor Michael Keith, in a recent Huffington Post article, these findings once again confirm the value of radio and how people use the medium. “People don’t listen to radio to be depressed, certainly not when it comes to entertainment radio or music radio. The whole idea of listening to radio is to gain companionship and, at the same time, enjoyment.”
The survey also highlights that for many people, radio is something that “improved and supported peoples’ daily activities”. Stations have long recognized this implicit advantage, which is part of the reason that listening at work and in the car is so important.
How are you engaging your core listeners and adding enjoyment to their day? Not only on the air, but also with other touch points such as your website, email and text message blasts, social media platforms, and station events.
To learn more about dmr’s 360° Listener Engagement Strategy and how you can drive ratings by consistently communicating with your most valuable listeners, who will enjoy hearing from you, contact Andrew Curran.