I’ve heard this objection in 3 different one-on-ones this week.
Meanwhile…
The Government of Canada is running thousands of radio spots a week.
FanDuel is embedded in drive-time on local radio.
McDonald’s and Tim Hortons are on the air… every single day.
(“So what does your business know about advertising that McDonald’s doesn’t?”)
Yes, some advertisers stopped using radio, and here’s what usually happened:
They shifted everything into search, social, and digital display.
Which means they’re now living entirely in the demand capture world.
- Showing up when people are already looking
- Competing on price, reviews, and convenience
- Fighting over the same in-market customer as everyone else
But the brands above?
They’re doing something different.
They’re building familiarity before the search.
So when the moment comes… they’re not one of five options.
They’re the name people search. Not just one of 10 options customers find in a random category search. Or not.
So instead of pushing back on the objection, try this:
- “What are you doing today to make sure you’re the first name people think of before they start searching?”
That’s where radio delivers.
Radio creates demand.
Digital captures it.
The biggest brands in the world already know that.
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