Marketron

Category: Radio

Building Relationships with Radio

Author: Annette Malave, SVP/Insights, RAB

“In relationships, the little things are big things.”  No truer words have ever been said as these by Stephen R. Covey, author of The 7 Habits of Highly Effective People.  Building and nurturing relationships is important for any successful person or business.

There are other quotes that can help frame the approach for opportunities:

  • “Make a customer, not a sale.” – Katherine Barchetti, founder K. Barchetti Shops
  • “There is only one boss.  The customer.” – Sam Walton, founder of Walmart

Each of these individuals were successful retailers and, like Stephen Covey, they, too, understood the value and importance of relationships.

Continue reading “Building Relationships with Radio”

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.

Continue reading “Radio Delivers Experiences”

Radio on Main Street Podcast Featuring Tom Webster, Senior VP for Edison Research

Smart speakers are quickly becoming commonplace in the homes. In fact, a recently released study by Edison Research done in partnership with NPR stated 18% of all Americans 18+ own a smart speaker. These audio playback devices feature voice activated digital tasks and can operate as home automation hubs. Serving as a central information source for users, these devices are most importantly providing easy access to listen to one’s favorite radio station.

Erica Farber is the President & CEO of the RAB and in this edition she speaks with Tom Webster, Senior VP for Edison Research. They discuss some interesting findings from the study covering such topics as ownership and usage data, media behavior interests and activities, and purchasing and advertising attitudes of smart speaker owners.

Podcast: Play in new window | Download

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.

Podcast: Play in new window | Download

Political Media Buying 2018:
Where Does Radio Fit?

Contributor: Leo Kivijarv, Ph.D., Executive Vice President & Director of Research, PQ Media

Last week’s post laid the groundwork for the current state of elections in 2018.  This post covers radio’s revenue opportunity for attracting political spending.

One of the biggest debates on political media buying is the potential shift from traditional media to digital and other alternative marketing platforms. There are two trains of thought.

Continue reading “Political Media Buying 2018:
Where Does Radio Fit?”

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.

Continue reading “The Consumer Is At the Center of It All”

Radio – A New Frontier

Author: Annette Malave, SVP/Insights, RAB

Unique. Funny. Innovative. Moving. Inspiring. Game Changing.  Those were just some of the words used by judges to describe the winning spots of the Radio Mercury Awards.

On May 31st, some of the best creative minds across the country gathered at The Cutting Room in NYC to encourage, reward and celebrate great radio commercials at the Radio Mercury Awards ceremony.

Continue reading “Radio – A New Frontier”

Radio on Main Street Podcast Featuring Jeffrey Hedquist, Known as “Advertising’s Storyteller.”

In this episode, Erica Farber, President and CEO of the RAB, speaks with Jeffrey Hedquist. Jeffrey is known as “advertising’s storyteller.” He is a commercial creator who has won hundreds of advertising awards and works directly with advertisers, agencies and radio stations.

An advocate for advertisers, he believes strongly in using the power of storytelling to help tell the advertisers message. His message to radio is to not write commercials but to create stories that engage the listener. More importantly, stories that engage the listeners are stories about the listeners.

Podcast: Play in new window | Download

The Passion of a Radio Broadcaster

Author:  Erica Farber, President and CEO, RAB

Last week, radio lost one of our great medium’s most passionate heroes – Joseph (Joe) Bilotta.

Joe spent 40+ years in the radio business with the majority of them as Buckley Broadcasting’s CEO, overseeing legendary radio stations like WOR-AM in New York and WDRC-AM/FM in Hartford.   As a radio broadcaster, Joe considered himself a very lucky man and as professionals in the radio industry, we all consider ourselves extremely fortunate to have had Joe as an advocate, mentor, challenger, supporter and friend. Continue reading “The Passion of a Radio Broadcaster”

Memorial Day – A Day for Remembering

Author: Annette Malave, SVP/Insights, RAB

On Memorial Day, we remember and honor the many American soldiers who have fought and died for our country.  In fact, did you know that the National Moment of Remembrance Act, passed in 2000, encourages all Americans to pause for a moment of silence at 3 p.m. local time on Memorial Day?

Also on this day, radio stations across the country will remember and recognize those, and the families of those, who have served this country.  There will be dedications and acknowledgments from local radio station personalities and shout-outs from listeners.

Continue reading “Memorial Day – A Day for Remembering”

Radio on Main Street Podcast Featuring Bill McElveen, Executive Vice President of the Eastern Region for Alpha Media

In this edition, Erica Farber, President and CEO of the RAB, speaks with Bill McElveen, Executive Vice President of the Eastern Region for Alpha Media.  One of the many strengths of local radio is the difference it makes in a person’s life. It is truly the voice of the local community.

Listen as they discuss the state of local broadcasting, the importance of creating remarkable content and the need for the industry to focus on creating value for the advertiser.

Podcast: Play in new window | Download

Radio on Main Street Podcast Featuring Donald Miller, CEO of StoryBrand and New York Times Bestselling Author

In this edition, Erica Farber, President and CEO of the RAB speaks with Donald Miller, CEO of StoryBrand and New York Times bestselling author. His latest book entitled Building a Story Brand stresses the importance of clarifying messages so customers will listen, reinforcing the message that the words we use matter.

In the podcast they discuss how storytelling will transform the way we talk about our brands and the unique value we bring to our advertising partners.

Podcast: Play in new window | Download

Radio on Main Street Podcast Featuring Craig Swagler, General Manager of CBS News Radio Network

News by definition is meant to inform and provide all of us with information we need to make the best possible decisions we can that affect our lives and our communities.

In this edition, Erica Farber, President and CEO of the RAB, speaks with Craig Swagler, General Manager of CBS News Radio Network. They discuss the state of news in general and its importance in radio today.

Podcast: Play in new window | Download

In the Age of Outcome, Radio Has Some Great Stories to Tell

Author: Tammy Greenberg, SVP Business Development, RAB

At a recent MediaPost conference, one of the panelists responded to a question posed to him by stating that we have left the “exposure age” and we are now in the “age of outcome.” He further expressed his opinion that marketers, agencies and all media must continue to evolve to measure outcome in robust, transparent, statistically significant ways.

Data helps us reveal insights and craft stories of real outcome that enable advertisers to create relevant messaging for their audiences – messaging that will ultimately equate to high value touches with their consumers.

Continue reading “In the Age of Outcome, Radio Has Some Great Stories to Tell”

HD Radio – Driving Radio’s Digital Dash

Author: Rick Greenhut, Director – Broadcast Business Development, Xperi / HD Radio

Increase spot impact by 550%

Wouldn’t it be great if a radio station could offer their biggest local auto dealer client the opportunity to increase their name recognition? How about enabling the agency for a home improvement chain to demonstrably enhance the effectiveness of their radio advertising? Federal legislation taking effect this May (and broadcasters’ investment in HD Radio technology) helps radio maintain preeminence in tomorrow’s dashboard while benefiting agencies and advertisers alike.

Continue reading “HD Radio – Driving Radio’s Digital Dash”

Radio’s Connection – On-air and Socially, Counts.

Author:  Fred Jacobs, President, Jacobs Media.

Since its inception, social media has been a much-discussed digital platform – especially in radio circles. The low cost of entry, the ease of interaction and its widespread popularity has made for a great opportunity for radio brands to connect with audiences in ways that were once not even possible.

In recent weeks, we’re learning more about the true toll of social media networks on our privacy and personal information. If we didn’t realize it before, we do now: there’s a cost to social media. Mark Zuckerberg did not provide us with a conduit to our friends, families, and listeners as a public service. He’s been monetizing our data. And we’ve been gladly checking off the “accept terms and conditions” box as we scroll through our news feeds.

Continue reading “Radio’s Connection – On-air and Socially, Counts.”

Audio is Booming – Turn Up Your
Radio Strategy

Author: Jateen Parekh,  CTO and Co-Founder, Jelli.

Digital has transformed advertising in the last few years but audio as a medium has been left behind. Jateen Parekh, the CTO and co-founder at Jelli, shared his thoughts on the matter in an Adweek article entitled “Brands Need to Join the 21st Century and Tap Into Radio Advertising.”

In his piece, Jateen points to the fact that radio is a massive market – bigger than TV – that marketers have largely ignored, primarily because of the medium’s particular challenges.

Continue reading “Audio is Booming – Turn Up Your
Radio Strategy”

Falling in Love with Radio

Author:  Pat Walsh, President & Chief Operating Officer, Emmis Communications

When the team at Emmis sits down to talk about what sets radio apart for our advertising clients, the discussion always leads back to the power of connection. Radio’s connection is an intensely personal relationship with personalities and content that has become a central part of the lives of nearly every American. The fact that this powerful connection comes in the form of an entertaining and ever expanding LOCAL content portfolio that includes broadcast audio content, events that excite and engage, and digital content that combines the power of audio, video and social, makes radio a truly special partner to the advertising community. Delivering on this intimate and connected local relationship makes radio a trusted friend in just about every American’s daily life. This type of relationship is what enables radio to continue to reach and resonate in the lives of 93% of Americans but it’s the trusted partnership radio has with its vast audience that feels special at this time of year.

Continue reading “Falling in Love with Radio”

Radio Wins in Chicago – A Case Study

“Radio is the most important thing we use on the media side because it touches so many people.” 
Ed Wehmer, Founder, President & CEO, Wintrust Financial Corp.

“It’s personal, it’s daily & we can tell our story in an evolving way on radio.  That’s hard to do in other media.”
Diana Sikes, Senior Vice President, Art Van Furniture 

“We can target different demographics, change the message.  It’s a tremendous, flexible medium.” 
Roy Spencer, President & Owner, PermaSeal Basement Systems

“Radio is the core of our influence strategy.” 
John Alfirevich, Dealer Operator of Apple Chevrolet and President of the Chicagoland and Northwest Indiana Chevy Dealers Association

These are real, current testimonials that speak to the effectiveness of radio and are highlights from a bi-product of the Radio Broadcasters of Chicagoland (RBC), a committee of the Illinois Broadcasters Association, focused on demonstrating the power, influence and evolution of radio as the most effective results-driven medium through innovative collaboration.

These testimonials represent phase 2 of what is called an “RBC Roadblock” concept where more than 40 radio stations in a single major market (Chicago) simultaneously air the :60 spot.  Phase 1 of the Roadblock campaign was first introduced through an unprecedented and uninterrupted “live” 30-minute “Town Hall Meeting” conversation between Hall of Fame broadcaster Bill Kurtis and Chicago Mayor Rahm Emanuel. Since then, the “roadblock” concept has been used to support fundraising efforts for 2017 hurricane victims and, more recently, this campaign featured advertisers who believe strongly in the medium of radio.

The results have been terrific.  Click here for the case study.

Results:

Inaugural Event: Chicago Radio Town Hall Meeting

One third of the population listened to the broadcast.

7 in 10 Chicagoans were aware of the event, with nearly half knowing  about it prior to the air date.

88% of those who tuned in listened to all or most of the broadcast.

Eight in 10 adults dialed in to their preferred station.

The location of listening was equally split between those listening at home and away from home.

Radio: Still the One

There is little doubt that we are in a golden age of media overall, as content is available everywhere and across all devices.  Yet, according to Nielsen’s second quarter 2017 Comparable Metrics Report, radio remains the top way to reach consumers across all media platforms – 93% A18+. And radio also provides advertisers with effective digital opportunities to compliment and extend its large over-the-air audience. Such as: streaming, on-demand podcasts, HD radio, NextRadio, and pure plays… the list continues to expand. Radio’s social media websites provide advertisers with new ways to relate to the enthusiastic radio audience. As smart marketers, we must look ahead to understand these drivers of change and signals of progress to navigate forward. The media landscape is vast, complex with technology changing the way consumer’s engage with media and radio remains the best way to reach consumers across demographics.

Continue reading “Radio: Still the One”