Showdown: Local Influencer Marketing vs. Radio Advertising
The platform and method used to deliver the marketing message.
Influencer marketing utilizes social media platforms and individuals with large and loyal followings to deliver advertisements. Radio advertising employs radio broadcasts and recordings to reach listeners tuned into their stations.
The format or type of content used to communicate the marketing message.
Influencer marketing uses video, images, and text to create diverse and engaging stories on various platforms tailored to different audiences. Radio advertising, on the other hand, relies solely on audio, which limits the creativity and impact of the content.
The number and diversity of people exposed to the marketing message.
Influencer marketing has a wide and diverse reach as it accesses people across different demographics, geographies, and interests, delivering ads only when consumers are actively engaged. Radio advertising, on the other hand, has a narrower and more general reach, as it can only target people who tune in to specific radio stations at specific times.
The ability to segment and tailor the marketing message to a specific and relevant audience.
Influencer marketing allows for pinpoint targeting, as it can segment the audience using multiple parameters to help businesses reach only the consumers interested in their products and services. Radio advertising, however, has very broad parameters for segmentation and can waste budget on reaching the wrong consumers.
The time and effort required to create and distribute the marketing content.
Influencers can create and publish content in a shorter timeframe than radio advertisers, who have to go through a lengthy and costly process of scriptwriting, recording, editing, and distributing their ads.
The ability to track and evaluate the performance and impact of the marketing campaign based on quantifiable data.
Influencer marketing is easy to measure and optimize, as it can track various performance metrics and indicators. Radio advertising, on the other hand, is difficult to quantify and evaluate because it lacks accurate tools and timely data to measure reach, frequency, engagement, or sales impact.
No definition needed.
By now, you’re probably wondering how much influencer marketing costs compared to radio. Well, thanks to the scaling power of technology, you can benefit from all these advantages at the same prices as radio advertising, and in most cases, even lower.
Conclusion
Above are facts, but we recognize that radio still has power for brand building, local ties, and can reach a lot of people. If your business has a large budget and can wait longer for results, radio can deliver an impact.
If you care about faster results, where consumers frequent most, what your money is doing, or want to reach a certain group of people, influencers may be the way to go.
Get in touch to learn more.
Creator
Leroy and Leroy
Leroy & Leroy are just a couple of prairie fellas here to show fellow canucks that there’s always something to do, no matter where ya are. Watch our videos and follow along for helpful tips to make sure ya never get bored out there, eh?
Leroy & Leroy have over 1 million followers across Facebook, Instagram, and TikTok! Plus their biggest following per city comes from Calgary – with over 130K Followers!
There’s always something to do!
Erin Lucas
Erin has built a trusted relationship with consumers across the region through her years in local radio broadcasting connecting with audiences in Lethbridge & Southern Alberta.
Erin has taken what she did best on-air, providing local content and information in an entertaining way, and shifted her presence to social media putting herself in front of a more attentive and engaged audience. Erin is all about weaving authentic stories and building genuine connections within Lethbridge through exploring area trends, exchanging valuable insights and letting you know what’s happening this weekend!
KimDoes807
Local content creator Kim Leduc has built a trusted relationship with consumers across the region through her years in local radio broadcasting connecting with audiences in Kenora, Dryden, Sioux Lookout and Thunder Bay.
Kim has taken what she did best on-air, providing local content and information in an incredibly entertaining way, and shifted her presence to social media channels putting herself in front of a more attentive and engaged audience.
Jasmin Laine
Born and raised in Manitoba, Jasmin Laine has immersed herself in the community, building relationships and trust with people from all walks of life and all ages – thanks to her decade long career as a broadcaster in Winnipeg.
After being honoured by the Western Association of Broadcasters with the Leaders of Tomorrow award in 2024 for her outstanding community involvement, Jasmin is excited to continue sharing the stories of Manitoba’s amazing businesses and people, but in a new & better way!
Clayton Kroeker
Clayton spent 12 years on the air in Saskatchewan, with an entire decade in Saskatoon. During this time, he was also the in-stand host for the WHL’s Saskatoon Blades for 7 seasons.
He continues to be deeply involved in the local community, hosting stand-up comedy nights, emceeing events, and coaching high school football. Clayton has built a strong social media presence, especially through a viral TikTok series showcasing Saskatoon’s best eats, amassing millions of views.
He has established a solid following both locally and province-wide, now highlighting the best of Saskatoon and Saskatchewan. Clayton’s efforts generate millions of views for the businesses he partners with each month.
Creator Marketing Advisor
Aly Myers
Aly brings almost two decades of experience in management and marketing roles to the Creatorade team. From large retail brands to local businesses, she has excelled at leading teams to achieve success and has helped many local businesses grow through marketing.
Aly loves helping businesses find creative solutions that work. She is driven and determined to help YOUR business succeed through creator marketing! Aly has seen firsthand how creator marketing can impact local businesses, as she has often worked alongside her husband, Leroy. She is looking forward to helping your business grow.
Rachel Olson
Rachel, a seasoned sales professional from vibrant Winnipeg, brings over 15 years of expertise to the table. Her unparalleled enthusiasm for collaborating with innovative companies sets her apart.
Rachel excels at uncovering the unique characteristics of each business and devising strategies that resonate deeply. With a sharp eye for detail and a genuine passion for understanding client needs, she crafts customized solutions that drive impactful results.
Todd Vallee
Todd has helped many businesses in Southwest Saskatchewan with marketing over the years. He loves nothing more than piecing together the right campaign to resonate with potential clients.
With the mindset that “assists are just as important as goals” and a touch of creativity, Todd is driven to work with clients to achieve results.
Kyle Clarke
With over 10 years of strategic marketing experience, Kyle is passionate about helping local businesses thrive and grow. His journey began managing marketing campaigns and initiatives for some of the largest brands across Canada, and now he is dedicated to enabling local businesses to achieve the same level of brand awareness as the big players.
Kyle has assisted over 1,000 local businesses throughout their marketing journeys. His zest for creativity, combined with the influence of some of the market’s most prominent figures, is poised to make a lasting impact.
His goal is to be the trusted local expert for the businesses he works with, helping them become trusted sources within their respective communities.
Regional VP, Saskatchewan
Leslie Campbell
With over 17 years of media experience in Saskatchewan and Alberta, Leslie has dabbled in everything from Radio DJ to General Manager. Her career has been a playlist of roles including Promotions Coordinator, Music Scheduler, and Sales Manager. She even had the thrill of curling with Team SK at the Dominion Curling Nationals in Richmond, BC, in 2012—farm kid skills for the win!
Leslie’s time as the Manager of Program Development at Mosaic Place (now The Moose Jaw Events Centre) was filled with memorable moments, from Marilyn Manson’s dressing room escapades to Motley Crue’s concert day shenanigans. If you need stories, she’s got plenty!
Community is close to Leslie’s heart. She chairs The Sunningdale/VLA Community Association (check out their new disc golf course!), leads The Moose Jaw North Board for MLA Tim McLeod, represents media for the Downtown Moose Jaw Association, and contributes to the City of Moose Jaw Community Clean Up Committee.
Director of Partnerships & Products
Halsten Rust
A partnership-focused leader, Halsten excels at building strong, profitable relationships that drive growth and innovation. With a knack for integrating financial insights into business strategy, he helps our Creators see the big picture and make informed decisions.
Halsten has a proven track record in leadership, guiding teams and businesses to success through collaboration and smart, strategic planning. Passionate about enhancing business operations, he is all about finding efficient ways to work together and keep things running smoothly.
By translating big ideas into actionable plans, Halsten ensures everyone’s on the same page and moving forward together.
Chairman
Carter Friesen
Carter was the President and COO of Golden West Broadcasting, a 65-year-old media company with 75 brands and over 400 employees based in Manitoba, Canada. As COO, he led Golden West through COVID, where revenue performance outpaced peers by 30%.
Carter was responsible for all of the company’s M&A activity, completing numerous deals. He also started a marketing services division, Homefield, which accounted for 20% of the company’s local revenue in just over a year of operations.
His experience with SMBs began in Northwestern Ontario, where Carter was the general manager for a group of local radio stations and news websites. Carter graduated from Canada’s premiere business school, Ivey Business, in the top quartile. In 2015, the Ivey Business Review published his article, “Finding a Seat in the Connected Car.”
CEO
Doug Campbell
Prior to joining Snowbank Capital, Doug was the Chief Revenue Officer for Golden West Broadcasting, where he outperformed his peers by 30% through COVID and achieved double-digit revenue growth each year.
Doug also served as the VP of Revenue at Vendasta, one of Canada’s fastest-growing software companies. Under his leadership, Vendasta reached $40 million in annual recurring revenue (ARR).
Before that, through 2017, Doug worked as Director of Business Development at an entertainment startup at Mosaic Place, where he was named one of North America’s Top 35 Under 35 Executives. During his tenure, he was eventually named Interim CEO.
Doug is a graduate of the Pavillion CRO School, attended the University of Regina, and is Winning by Design Revenue Architecture Certified.
CMO
Jamie Taylor
Jamie’s a veteran marketer who uses data to build strategies and high-performing teams that drive revenue. He views marketing as a science that is continuously iterated and optimized through experimentation.
Jamie challenges his team, along with himself, to demonstrate growth from project to project. Driven by innovation, he thrives in high-growth environments and is dedicated to building his career in the B2B local marketing space.
Director of Revenue Operations
Brittany Friesen
Brittany has a proven track record of driving growth and innovation at one of Canada’s fastest-growing marketing companies. She works closely with the executive team and their departments to turn their vision into reality.
Specializing in leading strategic initiatives, Brittany fosters a positive and productive culture, manages operational tasks, and contributes to creative problem-solving. She also leverages her extensive network of corporate connections to find the best solutions and opportunities for Creatorade.
Brittany is passionate about helping Creatorade deliver exceptional value to its customers.
Director of Digital Operations
Mike Poirier
With over 25 years of experience, Mike has traversed roles from graphic and web designer to media buyer and digital advertising manager.
His pivotal contributions led to the exponential growth of Acadia Broadcasting’s digital department and the inception of RoundTable, a digital spinoff brand, where he spearheaded the recruitment and management of an entire digital fulfillment team.
Mike’s passion lies in leveraging technology to streamline workflows, ultimately enhancing customer experiences and campaign efficiencies. He finds fulfillment in contributing to the success of small to medium businesses just like yours.
Customer Success Manager
Song Rattanavong
With over 15 years of experience in B2B sales, Song specializes in consultative selling of marketing solutions to Fortune 500 companies, brands, and local businesses. He is a numbers-driven professional who values measurable goals.
Originally from a Laotian immigrant family with a Thai surname, Song attended the University of Saskatchewan, where he studied Sports Management. Throughout his career, he has collaborated with top companies like VISA, CitiBank, and Johnson & Johnson on multinational projects, honing his skills in negotiating complex deals.
Recently, Song has focused on marketing, particularly in online solutions such as Reputation Management, Hootsuite, and digital advertising. He excels at building long-term client relationships to maximize ROI. His expertise spans SEO, web design, social media strategy, and advertising campaigns using platforms like Google AdWords and Facebook Ads.
Passionate about leveraging technology to drive revenue growth, Song aims to help clients achieve their business goals effectively.
Ashley Weare
Ashley is a sales leader with over 10 years of experience in helping businesses and organizations grow revenue and achieve their objectives. Her passion lies in identifying and addressing gaps in the customer journey, optimizing client marketing budgets, and facilitating effective campaigns.
Specializing in these areas, Ashley is a creative thinker and a collaborative leader. She consistently strives to deliver high-quality results for her clients.
Ryan Boyko
Ryan has spent the last decade+ assisting over 1,200 local businesses, brands, and enterprise organizations in increasing revenue, fine-tuning sales processes, and implementing marketing strategies. He takes great pride in understanding both goals and problems with everyone he speaks with.
Problem-solving and connecting the dots to create a specific plan that provides businesses with alignment, confidence, clarity, and, most importantly, results on the execution steps that follow are central to his approach.
With his passion and experience as a Senior Leader in marketing and sales, Ryan works tirelessly to build premium strategies and strong relationships with those he collaborates with. Nothing means more to him than your results and your experience.
Ad Operations Specialist
Angela Bruce
Angela, the advertising wizard of Southern Alberta, has been sprinkling her magic on businesses for 15 years. With a treasure trove of creative ideas and a knack for all things advertising, she’s your go-to gal for crafting the perfect marketing mix.
Whether teaming up with local creators or scouting out the ideal influencer, Angela’s got your back from start to finish.