There are more ways than ever to advertise your business. Social media, digital advertising, websites, search engines, streaming services, radio and more. Businesses have plenty of options when it comes to reaching potential customers.
But with so many choices, I think it's important not to overlook one of the most effective ways to build recognition and stay connected with the people in your community: local radio.
And before anyone thinks this is a radio versus digital conversation, it isn't. In fact, I believe the best marketing plans use a combination of tools to reach customers wherever they are.
At Eagle Media, we believe in that approach. We offer digital marketing, targeted online advertising, website advertising on GreatBendPost.com, video and traditional radio, we help businesses build marketing strategies that reach people across multiple platforms.
But here's what I want local business owners to consider: Make sure radio is part of that conversation.
Research from Borrell Associates shows that the percentage of small businesses using radio to attract new customers increased from 20% in 2022 to 25% in 2026. Even with all the new ways to advertise, businesses continue to recognize the value of radio.
Why? Because consistency matters.
Think about your own daily routine. You might listen to the radio on your way to work, while running errands or throughout the day. You see advertisements online, visit local websites and scroll through social media. Each of those opportunities gives a business another chance to connect with you.
The more familiar you become with a business, the more likely you are to think of it when you need its products or services.
Advertising isn't always about getting someone through the door tomorrow. It's about building recognition, familiarity and trust over time.
That's where radio has a real advantage. It gives businesses an opportunity to consistently reach local listeners and become part of their everyday routines. Pair that with digital advertising, targeted campaigns and a presence on local news websites, and you're creating more opportunities for your message to be seen and heard.
I also think it's important to remember that advertising shouldn't just be something you turn on when business gets slow. If you want people to remember your business, you have to give them a reason to remember it. That takes consistency and a plan.
Barton County and Central Kansas have a lot of great businesses. Whether you're a small business trying to grow, an established company looking for new customers or a business wanting to stay top of mind, your marketing dollars should be working together to accomplish those goals.
My advice is simple: Don't get so focused on the newest advertising opportunity that you overlook the ones that continue to work. Digital matters. Online visibility matters. And local radio matters.
When you're putting together your advertising budget, don't make radio an afterthought. Make it part of the plan.
Dakota Tucker
General Manager
Eagle Media | Great Bend
About Eagle Media – Great Bend
Eagle Media has been locally connected to Great Bend and Barton County for decades. We help local businesses connect with customers through radio, digital marketing, website advertising, video and more. Our local radio stations include 100.7 Eagle Country, B104.3 The Point, Hits 106.9 and 1590 KVGB / 95.5 FM. We are also home to GreatBendPost.com, bringing local news, sports and community information to the people we serve.
From traditional radio to targeted digital campaigns, we bring together the tools businesses need to reach customers, build their brand and grow. We're proud to be employee-owned and part of the communities we serve.
Eagle Media. Our Community Connected.