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Why Radio Should Play a Central Role in Multicultural Campaigns

Author: Tammy Greenberg, SVP/Business Development, RAB

The constantly evolving makeup of today’s American population has made it one of the most ethnically diverse and multicultural nations in the world. From a marketing perspective, multiculturalism is a challenging concept to activate; developing creative and selecting the right mix of media that will achieve relevance across a multicultural spectrum is a difficult feat. For efficiency, many brands will market in a way that either appeals to the cultural nuances of a total market, a specific race, or communities of people who share the brand’s values.

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Elections 2024 Update: The Great Unknowns

Contributor: Dr. Leo Kivijarv, EVP/Research, PQ Media

In April, RAB posted two guest blogs I wrote about political media buying during the 2024 elections. At the time, I postulated that this election was unlike any previous election cycle because there were 20 “Great Unknowns,” including whether Trump would step down as a candidate before the Republican National Convention if convicted, and subsequently jailed, in any of the various court cases against him.

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Radio’s Impact: Championing Children’s Health and Building Transformative Business Partnerships

Contributor: Fleur Voruz, Senior Director/Media, Children’s Miracle Network Hospitals

Through purposeful partnerships, radio stations uniquely position themselves as champions by raising funds and awareness for critical needs in their local communities. These collaborations not only elevate positive listener sentiment, but they also drive employee engagement and business value for the radio station and its sponsors.

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Political Ads in 2024: Don’t Forget Your Own Backyard.

Contributor: Steve Passwaiter, President, Silver Oak Political

Last week, I provided some background into local races. I also focused on the importance of sharing insights and information about radio listeners, dispelling misperceptions about radio and tapping into the creativity that is synonymous with radio. This week it is about execution.

I think I’ve likely given you some definite clues about taking care of executing political advertisers. Armed with solid data about how adding radio to schedules helps increase the advertisers reach to voters, you’ve got a talking point to get someone’s interest. What are you doing to promote that? Radio has multiple platforms to reach listeners AND advertisers. It’s worth using some of those to make the results of this study known in your market.

The one indispensable piece of advice I can provide is the one that is used in the title of this blog: Don’t forget your backyard! Use your local influence; get out and meet the people within an hour’s drive that are going to control millions of local dollars. Get to your state’s capital and introduce yourself to the people that run the political parties at the state level. This is a group of advertisers running a massive one-day sale in November. How can you help them deliver their message to the market? Think about bundling those digital assets they can use, too. (Many are unaware that radio can do that too.)

Remember – you must play the long game in politics. That means that you don’t stop once the election is over. There will be dollars in play in 2025, and the “off” years are not so off any longer. This is a great time to expand relationships and explore new ways of helping.

I once was told by one of my old radio sales managers that the best time to sell is when nothing is happening. He was right about that. You’ll find that political agencies and political contacts will be more likely to hold a meeting with you, especially if you’ve have people that will recommend you. Sales is like politics – it is all about relationships.

As we consider the rest of 2024, pay particular attention to your properties that reach into the African American and Hispanic communities. Political parties will plan to spend not just candidate dollars but, dollars aimed at increasing voter registration and participation in both communities. Recent polling is showing a shift in voter attitudes and that likely translates to each political party having to do more work and spend more money to bring these voters to their side or keep them on their side.

There are local coordinators that are in charge of these efforts and it’s time to get to know them and see what you can do to help them to do their job. The financial rewards are obvious in the short term and the relationships you build are a bonus in the long term – with future election.

Former Speaker of the House, Tip O’Neill, was credited for saying that “all politics are local.” For radio broadcasters who work hard and who are part of their communities, it’s time to change the rules of engagement. It is time for broadcast radio to reap the shares it deserves in political advertising.

Political Ads in 2024: Don’t Forget Your Own Backyard.

Contributor: Steve Passwaiter, President, Silver Oak Political

The Opportunity:

We all know it. The projections are everywhere. Political ad experts are estimating spending ranging from $10 to $16 billion during the 2024 political cycle. A sizable portion of that will end up as part of what looks to be a rematch between our current and former president. However, there will be a lot to explore for media sellers in down-ballot races this year. A quick look at some recent races gives us a clue about what has changed and what awaits us.

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Radio Highlights to Kick Off 2024

Author: Annette Malave, SVP/Insights, RAB

Here we are. Welcome to the first week of 2024! This first week is when many will start something new. Whether that “new” is exercise, reading more, taking on a new hobby or something else, it is also a good time to remember some of the things from 2023.

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Radio Works to Drive Business Forward

Tapping into radio’s loyal, attentive, and social audience yields a boost to the bottom line

Author: Tammy Greenberg, SVP/Business Development, RAB

The current economic environment and consumer concerns over inflation are challenging marketers and media alike to do more with less in an increasingly complicated and competitive marketplace. Add to that the ongoing threat of another health crisis, the rapid influx of advancing technology, and the multiplicity of events in 2023 and their long tail impact, one thing has remained stable, efficient, results-driven, and a trusted partner to marketers. Radio.

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Radio Works for Local and State Government Agencies

Author: Annette Malave, SVP/Insights, RAB

Political views and interests by Americans have been the topic of many news articles and stories. Yet, how Americans view their state and local governments has been favorable. According to a Pew Research survey in 2022, 66% of American adults have a favorable view of their local government, and 54% have a favorable view of their state government.

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Using Radio to Drive Growth in Local Markets

Author: Tammy Greenberg, SVP/Business Development, RAB

Supporting and connecting with local communities can pay dividends for brands, studies show

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.

Supporting local economies and resonating with people in local communities (i.e., keeping them informed, entertained, and connected) is a fitting definition for radio. As CMOs face pressure to reach profitable goals and are often expected to do more with less, radio can help brands drive local demand and sustainable growth in neighborhoods coast to coast.

The Local Connection

Eighty-nine percent of radio listeners believe that one of radio’s primary advantages is its local feel, and appreciation for local content among listeners is on the rise, up 33 percent over the past five years, according to the 2023 Jacobs Media Techsurvey. Couple that with Horizon Media’s finding that 72 percent of adults appreciate brands that try to get to know their local culture and community and using radio becomes an obvious path for brand marketers to drive local engagement and action.

According to a recent Katz Radio Group survey, localizing radio messaging leads to increased attention and impact among listeners. The study tested generic and localized versions of audio advertising for a retailer, insurance brand, and healthcare provider in different geographical areas. The study found that while every ad improved purchase intent, ads that incorporated local elements averaged a 24 percent lift in effectiveness.

The same is true for contextual messaging. When there is synergy between an audio ad and the content, the better the outcome up and down the purchase funnel. Reaching people at the exact right moment and place with relevance and with local nuances can move KPIs.

Arguably, part of the effectiveness of local radio can be attributed to the bond shared between radio’s local on-air influencers and their listeners. “Imagine picking up the phone and calling a friend and chatting twice a month for a few years,” Damon Amendolara, host of The DA Show for CBS Sports Radio, told Barrett Sports Media in a recent interview. “With how much we text today and how infrequent we all actually call one another, a caller to a radio show may actually have a closer bond to you than some of your friends or family. Hearing that person’s voice regularly creates a deep connection.” Brands can leverage these connections in authentic ways for more effective campaigns.

Getting Involved

Community engagement and experiential marketing can build strong connections and foster a positive brand image. Arguably, radio pioneered experiential marketing to mass audiences through live, in-market events that provide entertainment and information to local communities. And now that live, in-person events are back following the height of the COVID-19 pandemic, brands can leverage the immersive experience of radio-hosted events such as music festivals, fundraisers, and block parties to build relationships, boost demand for local products and services, and, ultimately, drive growth for their local business partners.

Indeed, when brands make the most of what radio offers, the results can exceed expectations. In 2022, Nissan, in collaboration with iHeartMedia, the Black Effect Podcast Network, and popular on-air host and podcaster Charlamagne Tha God, developed a campaign to invite students from historically Black colleges and universities (HBCUs) to sign up for a groundbreaking mentorship event focused on professions in science, technology, engineering, arts, and mathematics (STEAM). The vast majority of HBCU scholars who participated in The Black Effect Podcast Network’s Thrill of Possibility Summit indicated the event met or exceeded their expectations and provided an unforgettable learning experience.

Lanae Jackson, senior manager of multicultural marketing strategy at Nissan, speaking at the 2023 ANA Advancements in Measurement Conference, said the campaign “performed better than they ever could have imagined.” The combination of efforts to promote the Nissan-sponsored event leveraged iHeartMedia and Charlamagne Tha God’s platforms, including broadcast radio, digital and social media, and podcasts, to not only drive massive lift for the auto brand, which saw a 73 percent increase in upper funnel metrics, including unaided awareness, but also worked to solidify the brand’s commitment to increase Black representation in STEAM-related careers.

Local Reach, Global Outcomes

The concept of thinking globally and acting locally brings together a brands’ global aspiration with relatable local value.

As consumers continue to seek out local businesses and prefer brands that understand the nuances of their community, brands that drive resonance within these communities and at national scale through the power of their local and national radio partners will undoubtedly achieve sustainable growth.

How Radio Builds Effectiveness for RMN Campaigns

The complementary effectiveness of radio’s always-on audience and retail media networks’ deep dataset

Author: Tammy Greenberg, SVP/Business Development, RAB

The marketing industry has long leaned into results-driven marketing efforts that square up against specific goals, audiences, and strategies. Today, due in part to the current financial climate, seemingly all marketing is performance marketing, with metrics defined by cost per audiences reached, served, and, ultimately, converted.

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Be a Marketing Resource for Your Advertisers: Here’s How

Contributor: Bo Bandy, GM Digital & SVP Marketing, Marketron

Building relationships with your clients starts and ends with earning their trust. Being transparent, asking the right questions and sharing informed recommendations can make you a valuable resource. Over time you become an ally because the connection is much more than transactional. 

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Radio and Small Businesses are Perfect Partners

Author: Annette Malave, SVP/Insights, RAB

During the pandemic, while many businesses were impacted, the role that small local business within communities was magnified. Many small businesses had to pivot to survive or struggled to keep their doors open.

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Radio’s Resolution – A Champion for The Community

Contributor: Fleur Voruz, Senior Director, Programs (Media), Children’s Miracle Network Hospitals

As a new year begins, this is a time to reflect on the health of our businesses.

Fundamental to this checkup is applauding the meaningful work that defines a business’ culture. Frequently, cause-connected partnerships set local radio stations apart in their communities increasing positive listener sentiment, fostering employee engagement and generating business value.

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Why Radio Still Has the Ear of Consumers, Influencing Buying Decisions for a Variety of Advertisers

Contributor: Jenn Hoff, Digital Sales Director, Marketron

Radio continues to be a channel that engages and influences listeners across all demographics. While much has changed since its inception, radio holds strong as a medium that people trust and truly tune in to, making it a great opportunity for any advertiser.

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Score Big with Radio

Author: Annette Malave, SVP/Insights, RAB

Labor Day is right around the corner. For many, the holiday signifies the end of summer. For others, it is a reminder that school is back – from grade school to college. As students return, so do sports.

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What Matters to Job Seekers

Author: Annette Malave, SVP/Insights, RAB

According to the recent jobs report, 428,000 jobs were added, and the unemployment rate remains unchanged at 3.6%. The good news is that 95% of the jobs that were lost during the pandemic are now recovered.

Are we still looking at the Great Resignation or is it instead a great reset?

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Why Radio Is the Ideal Place to Share Brand Stories

Author: Tammy Greenberg, SVP/Business Development, RAB

Consumers have strong expectations that the brands they choose both support and align with the values that are important to them. Recognizing what drives consumers, brands are laser-focused on living their mission, principles, and ethics. As such, brands market their products and services grounded in that mission and the shared values and beliefs between the brand and its target customers.

Giving back to community, lending resources of support, promoting social consciousness, doing what is good for the environment, and inspiring change are just a few examples of shared values in action. Brand messaging articulates both why the brand’s mission matters and to bring communities of people together to advance the values it supports while creating long-lasting relationships and loyalty.

In a recent RAB live online presentation to its members, Karriem Edwards, vice president of development for the Boys and Girls Club of Broward County, referenced Michael Porter, a well-known strategist and professor at Harvard University. Mr. Porter spoke about shared value strategies and how businesses must make local community a part of their business strategy to succeed.

Karriem pointed to his organization’s partnership with the Cox Radio Group in Miami, where community is central to its business strategy. This benefits the organization beyond measure. This is true for radio stations across the country. Community and shared values are local radio’s DNA.

Community, trust, reach, personal, uplifting, authentic, local, enjoyable, essential, lifesaving, relaxing, engaging, regulated, actionable– these are the attributes that brand marketers should find when identifying the environment to share their stories, their mission, and their values.

Nonprofit organizations understand this, which is why their reliance on local radio partnerships is prioritized and delivers strong results, according to Tim Delaney, president and CEO of the National Council of Nonprofits. For-profit brands that follow the lead of mission-centric organizations will be rewarded with loyal consumers and business growth.

The data and insights that marketers are leveraging to speak directly to their target consumers makes the job so much easier to craft the story that will resonate. However, using programmatic and digital platforms as the primary mechanism to deliver a one-to-one message, may risk dehumanizing the connection that consumers want and expect from brands. It may also exclude potential consumers – future brand ambassadors.

The importance of the environment in which the story is told cannot be underestimated. The context of a message will change depending on where, when and the way a consumer processes it – is it a trusted environment? Is it a believable environment? Is it a local environment? What is surrounding the message? Is the consumer in the right frame of mind? Are there enough consumers there? The answers to these questions must be yes to advance the marketer’s cause and to achieve desired outcomes.

The company you keep matters when planning to disseminate the brand’s mission, purpose and product attributes that make lives better. Radio across platforms checks all the boxes as the right environment and platform to share brand stories.

  • Radio is trusted. It is trusted more than any other media, including over two times more than social media. 
  • Radio is local. It provides the content and information that is relevant to the consumer. In fact, 87 percent of listeners believe that it is the local feel that makes radio stand out among other options. 
  • Radio is community. Radio doesn’t just reach the community, it is woven into the fabric of community. Radio stations bring consumers together and motivate them to act.
  • Radio is personal. There is nothing between a listener and the music, conversation and content. Radio is a friendly voice in the ear and a truly one-to-one experience.
  • Radio is uplifting. Consumers listen to radio for many emotionally based reasons, with mood elevation as a driver for nearly 40 percent of consumers; association with that mindset is gold.
  • Radio is authentically human. On air personalities are the human tissue that connects the listener to the station and to the community. They are the original influencers. They are lead generators for advertisers and are an incomparable asset that can help to build and bridge the connections between brands and the consumers the brands are trying to reach.
  • Radio is essential. Time after time, when disaster strikes, radio stations are “on the ground” and often the first and only source to provide timely information and provide the support to the communities it serves.
  • Radio is a companion. Radio continues to play a huge role in the lives of U.S. consumers, especially as we commute back and forth as part of our daily routine. Radio rules the dashboard, with 75 percent of consumers tuning in to AM/FM radio while in the car, significantly more than any other audio platform. 
  • Radio is actionable. As a truly mobile medium, radio is the medium closest to purchase. Radio drives web traffic, foot traffic, event attendance, fundraising and volunteerism goals, awareness and ROI.
  • Radio tells stories. Stories are immersive; they pull the listener in, making them feel like they are completely involved and experiencing the content. Chris Smith, principal and chief creative officer at Plot Twist Creativity, once said, “Radio is the modern campfire.” Regardless of content format, the power of storytelling with radio has the ability to gain and hold a listener’s full attention. 
  • Radio reaches everyone. Radio is the number one reach medium across virtually every demographic and culture – more than any other media – all screens and all platforms that are available throughout a consumer’s day.

Radio shares values with the communities that it serves and the listeners that spend an average of 11 hours with them each week. The company it keeps speaks volumes for a brand. It associates the brand with a similar attitude, character, ability and personality. To truly deliver on its mission, embrace audiences through an alignment of values; brands can be part of radio’s circle of trust.

Radio Drives Nonprofit Site Traffic

Author: Annette Malave, SVP/Insights, RAB

The Merriam-Webster online dictionary defines charity as “generosity and helpfulness, especially toward the needy or suffering; an institution engaged in relief of the poor,” as well as a few others. Whichever definition you choose, the outcome is the same – giving.

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Insights Into CES

Author: Jeff Schmidt, SVP/Professional Development, RAB

Dr. Everett Rogers, a communications studies professor at Ohio State University, popularized the theory of diffusion of innovation. According to Rogers, there are four key groups or mindsets when it comes to new technology, new ideas and new concepts. At the front end are Innovators, the people who are constantly looking forward and searching for what’s next. At the back end are Laggards, who are constantly looking back and wondering what happened and how the world around them changed.

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How Partnerships with Radio Can Change Kid’s Health

Contributor: Fleur Voruz, Senior Director, Programs (Media), Children’s Miracle Network Hospitals

No one ever expects to need a children’s hospital, yet every day, thousands of kids enter a children’s hospital, many of them fighting for their lives.

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