Perspective: How Radio Can Power The ‘Keep it Local’ Movement

Husky Sports Schedule for Week of 1-27-25
January 27, 2025
Tuesday January 28th
January 27, 2025
Husky Sports Schedule for Week of 1-27-25
January 27, 2025
Tuesday January 28th
January 27, 2025

Perspective: How Radio Can Power The ‘Keep it Local’ Movement

A “shop local” movement is gaining traction across the U.S., and savvy sellers are taking note. It’s a consumer-driven trend that calls for people to support local businesses to strengthen communities and stimulate local economies. With 90% of Americans agreeing that shopping locally positively impacts their community, this movement represents a major opportunity for local radio to act as a bridge between businesses and their audiences.

Futuri’s TopLine sales intelligence tech supports thousands of broadcast account executives with local research and insights to increase appointments and close business faster. This January, we’ve seen a notably higher level of locally owned businesses evaluating broadcast marketing opportunities.

The Power Behind “Shopping Local”

 
  • Small businesses make up 99% of U.S. enterprises and contribute 44% of national economic activity.
  • For every $100 spent at a local business, $68 circulates back into the local economy.
  • Millennials, projected to make up 75% of the workforce by 2025, drive this trend, especially when businesses align with their values of sustainability and accessibility.
  • While it’s true that 42% prefer the ease of online or big-box retailers for common transactional goods, businesses that create a unique in-store experience can drive margin and loyalty.

Local radio can play a very meaningful role in addressing these challenges by amplifying the value of shopping locally.

Why Local Radio Is the Perfect Fit

Radio is a trusted voice within our communities, often perceived as neighbors. This trust translates into effective messaging that encourages listeners to support local businesses. Highlighting personal success stories and the impact of local shopping on neighborhoods fosters deeper listener engagement.

Using TopLine sales intelligence, we’ve seen stations create local campaigns that include broadcast and digital messaging strategically geo-targeted.

Targeted Reach

Local radio’s ability to connect with specific demographics is key for small businesses. Stations can help businesses tailor messages to resonate with their ideal customers, driving foot traffic to stores or visits to local online platforms.

Cost-Effective Advertising

For small businesses with limited budgets, local radio provides value:

Lower production costs compared to TV or digital video.

High reach, often outperforming print or online advertising in regional markets.

 

Flexibility to create affordable and creative campaigns that stand out.

In many cases, there is co-op available for local franchises to make advertising more affordable and attractive for local owners. Futuri’s TopLine has detected approximately 9,000 co-op advertising programs available in the last year across the U.S. These programs represent billions of dollars in potential advertising support, with an estimated $75 billion allocated annually, though around 50% often goes unused due to lack of awareness or participation.

Personalized Storytelling

Radio excels at storytelling, and the audio format allows businesses to convey their unique stories. Whether it’s a heartfelt message from a family-owned shop or a promotion voiced by a trusted personality, radio delivers messages in ways that foster emotional connections with listeners. Home decor stores, gyms, yoga studios, and local service businesses are the heart of our communities. They create jobs, support neighborhoods, and bring people together. We all have stories about how these businesses have made a positive impact in our lives, waiting to be told.

Strategies for Radio Sellers

To align with the “shop local” movement, stations should consider:

Shop Local Campaigns: Partner with multiple businesses to run cross-promotional campaigns, emphasizing community impact.

Live Events: Host local festivals or shop local events, providing visibility to businesses and opportunities for listener interaction.

Highlighting Unique Products: Showcase one-of-a-kind offerings from local businesses to counter perceptions of limited selection.

Public Service Campaigns: Leverage PSAs to educate communities on the importance of shopping locally.

The Opportunity Ahead

With 82% of U.S. consumers prioritizing local shopping, the “shop local” trend isn’t a passing phase. Local radio’s ability to engage, inspire, and inform makes it an invaluable ally for small businesses looking to thrive in an era where community connection matters more than ever.

Savvy sellers who understand the synergy between radio and local business will not only ride this wave but help shape the future of their local economies.

Daniel Anstandig is Founder and CEO of Futuri, whose AI-driven technology solutions are used by thousands of broadcasters worldwide to grow their content, audience, and revenue. He holds 20 published or pending patents in 151 countries worldwide. Reach him at linkedin.com/in/anstandig/.