Is it worth it to advertise on Sirius XM radio?
We at RaptorUSA get asked this a lot. Our answer? It depends, mostly on how YOU think. Let’s unpack this.
- All businesses sell. All businesses need to reach current customers to re-sell or retain them. They also need to reach new prospects. Duh, you say? Maybe not. Suppose you’re an industrial firm and you think you have few prospects. “Our category is so niched, right?” We hear that. So some think that it’s not worth it to advertise. That’s self-limiting and is NOT a reason to not advertise on Sirius XM. Why? Well, what would just ONE more customer be worth? One million dollars per year? Oh maybe even just $100,000. But over five years that’s 5 million or half a million, depending on what you’re selling. The question becomes: what would you spend to get just ONE sale. Sirius XM is a very cheap option to get that one sale.
- Everyone who’s anyone listens to Sirius XM. This is true. Contact us and we’ll provide you with a report that details Sirius XM’s listening audience. It skews older, wealthier, leadership listeners. Especially if you’re B2B, Sirius XM is for you. If you want to reach business leaders, CEOs, senior executives… yes. Certain channels can skew male. If you’re B2C do you want to reach a wealthier audience with high discretionary income? Of course you do. Well, Sirius XM listeners pay for their subscription. They have wealthier households. Sirius XM itself considers itself a direct response platform.
- Your brand becomes a leader. Advertising on Sirius XM is a great “brand leadership” strategy. We once had a client who wanted to advertise during a down period in their industry just to show their leadership and cheer up their nationals customers. It worked brilliantly. Because of point #2 above, everyone who was anyone to them heard their campaign and remarked about it. To them, to others. It worked brilliantly to put their brand on the map as a leader in their category. Why? Because Sirius XM is a big brand itself. When you advertise on Sirius XM, you get what’s called a “coat tail’ effect. You ride Sirius XM’s coat tails. Also, not just everyone advertises on Sirius. It takes a certain chutzpah. Call it brand confidence. Not everyone just ‘puts it out there’ for the nation to see. So customers kinda respect that.
- The law of unintended consequences. Your question: what ELSE might happen from a Sirius XM ad campaign? Oh, potential distributors are listening. Bankers are listening. Potential acquirers are listening. Potential strategic partners are listening. Employees are listening. Strategic vendors are listening. Hmmm… what if you brought some of their important stakeholders into your campaign? Oooh, what might happen! Customer profiles… If you start acting bold, that boldness will have good if unintended or at least unexpected outcomes.
And of course you’ll sell. You’ll get more and better leads. A lot depends on your creative strategy – which Raptor USA can help you with. But advertising on Sirius XM is so worth it for that and these other reasons.
However, just like the lotto tagline: You can’t win if you don’t play. So if you have an extra $25k to test on Sirius XM, call us and let’s see how that investment might be so worth it for your company – any category, any size, as long as you’re national and have price points or lifetime values that make a return on investment likely.
