CRA targets SMEs in ‘We’re All Ears’ campaign via Eardrum

Commercial Radio Australia (CRA)’s latest brand campaign is aimed at small and medium-sized enterprises (SMEs), sending a message about the effectiveness of radio advertising.

The next phase of CRA’s Radio Alive messaging comes through a series of audio ads which inform small and medium business owners about the role radio can play in driving customers to their stores and online offerings.

CRA chief executive officer, Joan Warner, said the campaign highlights that radio drives consumer action both inside and outside of lockdowns.

“Direct advertisers are an important part of the client base for both metro and regional radio operators.  We want SMEs to know that now is a great time to act to get marketing campaigns and ad bookings in place as a new financial year starts.

“The campaign also highlights the fact that radio can drive consumer action even during lockdowns.”

CRA’s We’re All Ears Campaign

Eardrum creative director, Ralph van Djik, said: “Each ad features a cross-section of listeners encouraging business owners to tell them what they’ve got on offer.

“This approach allows SMEs to hear the customers’ perspective, reminding them that people have money to spend. It also reinforces that Australians find radio ads useful.”

Recent figures from CRA found that total ad revenue across commercial radio in the five major capital cities grew 72.6% year on year, to reach $59.6 million, as ad bookings rebound from a tough 2020.

Victoria, Australia’s largest radio market, enjoyed the biggest increase in actual revenue, up 74.5% to $20.028 million year-on-year, while NSW was up 71.2% to $17.685 million.


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