Using Radio to Drive Growth in Local Markets

By Tammy Greenberg

The phrase “Think globally, act locally” was popularized by the environmental conservation movement in the 1970s, but it holds relevancy today for marketers looking to drive brand growth. Regardless of the size and scope of a brand, the ultimate point of purchase and consumption is often within a local community.

In a recent CMO Council report based on a survey of more than 140 marketing leaders in B2C and B2B brands, a third of respondents say 40 percent or more of their company’s revenue comes from local business partners. Yet, the report says, less than 30 percent of small businesses have fully recovered from the pandemic. The report underscores national brands’ responsibility to drive local demand to grow revenue and aid the performance of local partners.

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Courtesy of Association of National Advertisers