Marketron

Category: Personalities

The Power of Integrating Radio and Digital Advertising

Contributor: Todd Kalman, Senior Vice President of Sales, Marketron

There really is no better medium than radio for connecting advertisers to the target consumers they seek. Across the U.S., you’ll find radio stations that have been fixtures in their communities for many, many decades, with a long and proven track record of highly successful results for their advertisers. The COVID-19 pandemic has only strengthened listeners’ connections to their favorite stations. In fact, studies show that people are tuning in more in their cars and homes and streaming more via their devices. In uncertain times like these, radio is a lifeline to information and a morale booster for people who are cut off from their usual social outlets.

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Celebrate Radio

Author: Annette Malave, SVP/Insights, RAB

Radio. According to Merriam-Webster, radio is “the wireless transmission and reception of electric impulses or signals by means of electromagnetic waves.” At the Radio Advertising Bureau, these are just some of the words we use to define and describe radio: mass, personal, engaging, live, local, interactive, informative, entertaining. And yes, there are many more that can be used as we celebrate radio.

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The Spirit of Radio

Author: Tammy Greenberg, SVP/Business Development, RAB

Radio has long been known as a deeply personal, trusted and supportive partner for consumers, communities, and companies of all stripes. Fostering unity is part of the DNA of the more than 15,000 radio stations across the country. It is the spirit of radio.

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Leading By Example

Author: Tammy Greenberg, SVP/Business Development, RAB

Mahatma Gandhi famously said, “be the change that you wish to see in the world.” This simple, yet meaningful advice is perhaps more relevant and inspiring today than when it was first spoken.

There has been a marketing shift brewing over the past several months that has been ignited and fast-tracked by the current climate. We are seeing brands across all categories expressing their humanity, supporting consumers, contributing and leading social justice causes and using the power of their voice to publicly express their values and lead by example to inspire and activate change.

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Here’s What Listeners Are Thinking

Author: Annette Malave, SVP/Insights, RAB

Understanding the mindset of the consumer has always been important for advertisers. However, during these times, what resonated with consumers pre-COVID may no longer be relevant. How a consumer currently feels, their concerns and their trust has never been more important for advertisers to recognize than now.

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Radio. It’s On!

Author: Annette Malave, SVP/Insights, RAB

Cancellations, social distancing, empty streets, working from home, virtual classes – this has become the new norm for many of us. We are all anxiously waiting to get back to how it used to be. In the interim, there is one thing that everyone can count on. Radio. It’s On.
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Radio Matters Rewind

Author: Annette Malave, SVP/Insights, RAB

Today is Memorial Day. It is a time when we remember and honor those who have died protecting and serving our country. It is also the unofficial kickoff of the summer season – with parades, picnics, barbecues and family gatherings.

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Radio on Main Street Podcast Featuring Lori Lewis, Vice President Social Media at Modern Luxury

Social media has become one of the most popular ways of connecting for both personal relationships as well as for use in professional brand building. In fact, it has become such an important means of communication it is hard to believe it has only been around for 11 years.

In this edition, Erica Farber, President and CEO of the RAB speaks with Lori Lewis, Vice President Social Media at Modern Luxury. She is also the lead volunteer that produces the annual Conclave. An early adopter Lori reminds us the actual focus of social media is to be used to share positive messages and to remember it is ok to take a break from it now and then.

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Radio Helps Small Businesses Grow

Author: Annette Malave, SVP/Insights, RAB

Last week was National Small Business Week. According to the U.S. Census, there are nearly 30 million small businesses. Small businesses play a crucial role in their local communities. They have a positive impact on the job market, help defray costs/taxes and provide consumers with product/service alternatives. They also help shape and influence the community – just like radio.

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In Radio You Can Trust

Author: Annette Malave, SVP/Insights, RAB

No word has ever had a greater impact on brands as trust. Consumers today are in control and not only expect but demand that the brands they engage with be authentic to keep their loyalty.

Security breaches and concerns about data privacy are now at the forefront of consumers’ minds, and trust is as important a component of brand consideration as brand value. For marketers, finding the balance or sweet spot tapping into data, consumer engagement and maintaining trust are what may keep many chief marketing officers up at night.

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Radio’s Music Role

Author: Annette Malave, SVP/Insights, RAB

Have you ever wondered why hearing certain songs on the radio makes you smile?  Other than it might be your favorite song or stir up a memory, there are some scientific facts to support your enjoyment.  Listening to music has been proven to make you smarter and more productive.  Music is also known to make people happy and elevate their mood.  Perhaps this is part of the reason why people tune in to radio.  But radio plays another important role – music.

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5 Facts and Radio

Author: Annette Malave, SVP/Insights, RAB

Over 247 million.  That’s a great number.  It’s the number of people that listen to radio every week.  It is the top reach medium – touching more people every week than any other medium or device.  This is something that we in the radio industry know.

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Radio on Main Street Podcast Featuring Danny V, Producer of the BJ & Migs Show on Seattle’s KISW

One of radio’s greatest assets are the tremendously talented on-air personalities. And behind some of the greatest personalities and shows on the air today is someone with the title of producer.

In this edition, Erica Farber, President and CEO of the RAB speaks with Danny V,  the producer of the wildly successful BJ & Migs show heard every morning 6 to 10AM on KISW in Seattle. Danny V shares his philosophy on why it’s important to have a strong producer. The value they bring to act as a filter and subjectively provide content suggestions allows our hosts and talent to do what they do best – perform.

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Radio Delivers Experiences

Author: Annette Malave, SVP/Insights, RAB

Of all generations, millennials have had the greatest influence on the advertising and marketing world.  Their views and opinions and how they communicate amongst each other shifted how advertiser brands engage with them. According to an early study conducted by Harris and Eventbrite, millennials would choose to spend money on experiences versus things and the greater majority had participated in live events in the past year – like concerts, festivals, themed sports, etc.

While millennials, as a target audience, may have been a catalyst to the growth of event/experiential, it is now an important component of many brands’ marketing campaigns – regardless of age groups.  Marketers will spend nearly 21% of their overall budgets on event/experiential in 2018 compared to 19% in 2017, according to a 2018 report by Event Marketer.

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Radio on Main Street Podcast Featuring Dan Vallie, President of the National Radio Talent System.

A common concern expressed by broadcasters in all size markets is the need to attract the next generation of broadcasters. An idea that first began at Appalachian State University in Boone, North Carolina was an incubator created for well-rounded and well-educated college talent with a passion, determination and an interest to begin a career in Radio.

In this edition, Erica Farber, President and CEO of the RAB speaks with Dan Vallie, President of the National Radio Talent System and founder of Vallie, Richards, Donovan Consulting.

With a strong background in radio programming, Dan is the man behind the only program of its kind created to answer the long-discussed issue of a radio talent farm for the industry. Now presented in over eight colleges and universities across the country, these 10-day intensive summer programs bring in broadcast professionals representing all aspects of the radio industry to act as guest professional facility to teach all the sessions to the students accepted in the program. And the best part is 70% of the students that have gone through the program have received their first job in radio or related fields.

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The Consumer Is At the Center of It All

Author: Annette Malave, SVP/Insights, RAB

At Nielsen’s recent Consumer 360, the theme was Confronting What’s Next.  There were discussions and presentations on reaching multicultural audiences, using data, artificial intelligence, building brands and more.

There was a lot to be learned from each of the panelists and brand presentations.  But, keeping true to the core of the event, it all boiled down to understanding and reaching the consumer.  More importantly, it was clear that this is the age of the consumer.  The consumer is in control, and wants and expects to be heard.  The consumer is at the center of it all.

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It’s About the Connection

Photo courtesy of Tammy Greenberg

Author: Annette Malave, SVP/Insights, RAB

On May 29, Starbucks closed over 8,000 company-owned stores for anti-bias training.  This closing was prompted by a racial-bias incident which took place in April.  Since that time we have all watched Starbucks working hard to protect its brand and maintain the strong connection they have with their consumers as a “third destination between home and work.” This connection is the very essence of their business model according to their website: “We make sure everything we do honors that connection – from our commitment to the highest quality coffee in the world, to the way we engage with our customers and communities to do business responsibly.”

Using videos as the training platform, Starbucks employees (or “partners”) heard from Starbucks Chairman Howard Schultz and board member Mellody Hobson.  Also on the agenda was Common, a well-known hip-hop artist, actor and activist — underscoring the value that a respected personality/celebrity from the community brings.

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The Big Game and Radio

The practice of listening to the home town team on the radio and watching the game on TV is as alive and well today as it ever was. The connection formed between the radio broadcaster and the listener is extraordinary! This is a trusting relationship only radio can provide. This connection can drive sales and help to build your brand.

The big game is a big deal for radio stations and it is here next weekend! And you can bet everyone across the country will be tuning in to hear the Pats and Eagles play-by-play. Westwood One will cover the game nationally. Listeners coast-to-coast can hear the game called by their favorite announcers including Kevin Harlan and Boomer Esiason, and this year also includes Hall of Fame reporter Ed Werder. Local announcers in Boston and Philadelphia include WBZ’s Bob Socci and Scott Zolak, and WIP’s Merrill Reese and Mike Quick.

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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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The Personality Connection

In case you missed it, read this commentary on youth and radio personalities.  Despite what some may think about youth and their communication via texts, half sentences, pictures and emoji’s, the human voice is still important.  And not just any voice, but the voice of a broadcast radio personality.

If you overheard a conversation and someone was referencing Mike and Patti, Letty B., Tad and Melissa or Ana Alicia, you might think that they were mentioning the names of friends.  Well, you are close. The names listed here are of those that seem like a friend to people on a daily basis – at least to listeners.  These are just some of the names of broadcast radio on-air personalities.

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