Marketron

Month: July 2017

Attention Back-to-School Shoppers

It’s time to get ready and get shopping for Back-to-School (B2S).  If you think it’s too early to reach those consumers, think again.  According to Deloitte’s 2017 Back-to-School survey, 71% of B2S shopping occurs during an eight-week period – July through August.

As the medium used closest to the moment of purchase, radio can help influence where they can get the best deals.  According to this same Deloitte survey, consumers are shifting from shopping at larger department stores and specialty channels to mass merchants and off-price venues.   Additionally, 20% of the respondents had not yet decided if they would shop in-store or online and “might be persuaded by targeted promotional efforts.”

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Radio on Main Street Podcast
Featuring Matt Scarano, iHeartmedia
Executive and Chairman of the Illinois Association of Broadcasters,
Chicago Committee

In this episode of Radio on Main Street, Erica Farber, President and CEO of the RAB speaks with Matt Scarano, President of the Chicago region for the iHeartmedia Markets Group. Matt is also chairman of the Illinois Broadcasters Association’s Radio Broadcasters of Chicago committee.

Matt and Erica discuss how Chicago radio is working together as a group using their collective airwaves to spread the message that radio is the most effective medium for advertisers.

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Dynamic and Interactive

That’s what radio is – dynamic and interactive.  So shouldn’t a website dedicated to providing all of the stats, data, research and information about radio be that way too?  Introducing the new dynamic and interactive Why Radio micro-site — an easier to navigate, extensive radio marketing and research guide.

OK, so this blog is supposed to be about sharing information and not filled with commercials according to the rules of blogging.  Well, rules were made to be broken, weren’t they?

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Radio on Main Street Podcast
Featuring Ben Thomas of
The Buntin Group

When you hear the words; “Golden Age of Radio,” you might be thinking of the past.  Ben Thomas, Senior Vice President and Channel Engagement Director for the largest independent advertising agency in Tennessee – The Buntin Group – says that right now is radio’s golden opportunity.

Jeff Schmidt, who leads our professional development team at the RAB had a candid conversation with Ben Thomas regarding what agencies want in this ever-changing landscape.  In a provocative and direct way, Thomas tells us what radio does well, and how to gain more attention.  He also shares what not to do.

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Radio Ties It All Together

Local radio stations are a reflection of the community – the events and the personality of the town or city they communicate and engage with daily.  On July 10th, Chicago radio stations joined as a community to simultaneously broadcast an interview with the Founder, President and CEO of Wintrust Financial Corporation — a bank holding company headquartered in Chicago.

In all, 40 stations in the Chicago area simultaneously aired a :60 second interview with Ed Wehmer, Founder, President and CEO.  During this interview, Wehmer shared his views on radio’s effectiveness.

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Radio on Main Street Podcast
Featuring Abbie Korman of
Impact Marketing & Promotions

In this episode of Radio on Main Street, Erica Farber, President & CEO of the Radio Advertising Bureau speaks with engagement, marketing and radio expert Abbie Korman, who is also head of her own company Impact Marketing & Promotions.

One of radio’s strengths is the connection air personalities have with their listeners, something of great interest to advertisers. During this podcast Abbie discusses the importance of DJ endorsement campaigns and provides some insight as to what works and, just as important, what doesn’t work.

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Granting Hope to Fellow
Broadcast Professionals

Today’s blog post is courtesy of Jim Thompson, President of the Broadcasters Foundation of America

Radio broadcasters are a central part of everything that happens in our communities. Across all formats, radio reports on monumental events — both local and national.  Radio is there to share in the joy that emanates from parents and their teens when the high school football team wins a home game and the happiness that radiates from children when the playground in the town’s park is finally completed.  Radio is also there to express the sadness that strikes a community when disaster hits. Radio is a medium that connects emotionally like no other.  It is an industry that cares and, with its unique emotional and local connection, it is always there to help!

But what happens when something tragic occurs to someone in the radio or television industry?  When it is the general manager, the afternoon air talent, or even a retired broadcaster who falls on hard times? That’s when the Broadcasters Foundation of America steps in.

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Broadcast Professionals”

The Radio on Main Street Podcast
Featuring Thom Callahan of the
Southern California Broadcasters Assoc.

In this edition of Radio on Main Street, Erica Farber, President and CEO of the RAB speaks with Thom Callahan, President of the SCBA, the advocate for AM/FM Radio and its digital platforms in Southern California.

The SCBA and Nielsen Audio recently collaborated on an in-depth study showcasing broadcast radio’s ability to reach and motivate auto buyers, titled The Automotive Path to Purchase study.

In this podcast Thom and Erica discuss some interesting findings that are sure to help boost radio’s status with automotive clients and agencies and encourage them to make broadcast radio a larger part of their media plans.

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Celebrate with Radio

July 4th.  On this day 271 years ago, the Declaration of Independence was signed. In commemorating the occasion, we celebrate our collective patriotism and most importantly, remember all those who have and continue to protect and serve our country.

During this holiday like so many others, radio stations across the country will celebrate, honor and recognize those who have served and continue to serve – both overseas and in our communities.   Radio as a live and local medium has the ability to bring listeners of like minds, passions, interests and lifestyles together.  Radio celebrates with its listeners every day.

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