Marketron

Love is On the Air

Author: Annette Malave, SVP/Insights, RAB

In just a little over a month, people will be celebrating Valentine’s Day. While it is often thought of as a day only for couples, that is not the case. Valentine’s Day is also thought of as a day when people share and display their affection with gifts.

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Consumers Are in the Driver’s Seat

Author: Annette Malave, SVP/Insights, RAB

While the pandemic may have shifted consumer behavior in 2020, businesses have recognized that these consumer behaviors are here to stay. Businesses have learned that they must alter how they now service their patrons, not because of these shifts, but because of the consumer’s expectations.

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It Is Different This Year

Author: Annette Malave, SVP/Insights, RAB

Wouldn’t it be great to be able to look into the future and see how 2020 will be described and documented? It has been quite a year – a pandemic, major job losses and political and social unrest. Despite all the hurdles that 2020 delivered, there were positive stories.

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Purpose in Action with Radio Drives Business and Positive Change

Author: Tammy Greenberg, SVP/Business Development, RAB

It has been well-documented that consumers, now more than ever, care deeply about how brands are addressing social and environmental issues. According to the 2020 Porter Novelli Executive Purpose Study, 89% of business leaders believe companies that lead with purpose have a competitive advantage in today’s marketplace. In fact, 85% agree being a purpose-driven company drives profit. The bottom line is that in increasingly competitive markets, in just about every category of business, a brand’s contribution to society becomes the decisive point of difference for consumers.

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How Many Ads Should A Radio Station Run To Get Results? New Analysis From CUMULUS MEDIA | Westwood One and the Radio Advertising Bureau Reveals Guidelines

Author: Annette Malave, SVP/Insights, RAB

The Radio Advertising Bureau (RAB) fields questions daily regarding research, best practices, promotional ideas, and more. One of the most frequently asked questions is, “How many ads should I run per week?” The answer always starts with, “That depends. What is your goal?”

The role of advertising is to increase the chance that people will choose your brand by making the brand easy to think of and easy to buy. Yet determining the amount of activity needed to reach consumers is anything but easy.

CUMULUS MEDIA | Westwood One and the Radio Advertising Bureau partnered to determine and set guidelines based on four campaign goals that range from 34% reach to a 78% reach of a station’s audience.

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Smart Speakers – An Audio Opportunity

Author: Annette Malave, SVP/Insights, RAB

As holiday shopping goes into full swing, electronics will be one of the top items purchased this year. As many households continue to work from their remote locations, smart speakers are sure to be on many holiday shopping lists. As of this past June, NPD Group stated that nearly 30% of U.S. households were using smart speakers.

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Being Thankful

Author: Annette Malave, SVP/Insights, RAB

It’s hard to believe, but Thanksgiving is here. It has been a very unusual year for everyone, and the pandemic has prompted many of us to stop and appreciate some of the things that we may have taken for granted in the past.

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Listeners Will Make Registers Ring This Holiday Season

Author: Annette Malave, SVP/Insights, RAB

Without a doubt, 2020 has been a most unusual year, and the need for good tidings and holiday cheer have never been apparent than now. Shopping this season will be a way that consumers will turn their focus from current events and concerns to celebrating the holidays and a hopeful return to the routines that they all miss.

According to the National Retail Federation’s Annual 2020 Holiday Survey, this year, consumers will spend $650 in gifts, $230 in nonholiday items, such as decorations, and $117 in other nongift purchases – each nearly flat to 2019 amounts.
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Response Data is Rewriting the Way Radio is Sold and Bought

Contributor: Rick Kestenbaum, General Manager, AnalyticOwl

As the old saying goes, “If you do what you’ve always done, you’ll get what you’ve always gotten.” This is especially true in radio selling and buying, where a reliance on expensive ratings data and audience demos leads to buys made on the description of an audience rather than the actions of an audience. Contrast this with digital selling, where plans are made based on historical response and ROI. It’s clear which gets an advertiser off to a better start and which leads to greater satisfaction. Now, thanks to the rise of response data, radio can be sold and bought on the same game-changing premise.

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Happy Anniversary, Radio!

Author: Annette Malave, SVP/Insights, RAB

This month marks radio’s 100th anniversary. It’s an incredible milestone, and never has radio been more important, valued or recognized as it has this past year.

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Making the Cash Register Ring: It’s All in the Message

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

In the past, we’ve written about the merits of digital vs. traditional radio advertising tactics and how they can complement each other to accelerate revenues. But let’s be honest: it really doesn’t matter how the message gets into the marketplace. What matters is that the target consumer – the people with the power to make the cash register ring – will hear or see the message and act.

Advertising is a complex business, but it really boils down to two key objectives: getting people to do something or getting people to believe something. Engendering belief gets into the realm of pure branding campaigns, which can be cost-prohibitive and might not be practical for many local businesses. Therefore, our focus here is on ads with a specific call to action.

(Side note: Enough call-to-action advertising, done right and yielding solid results, might reinforce a brand by solidifying consumers’ beliefs about the company.)

It’s all about the key marketing objective.

Fleshing out the ultimate objective of the campaign is the critical starting point, and it’s a joint effort that leverages both the expertise of the radio sales rep and the first-hand business understanding of the marketer or business owner.

Take the example of a store that specializes in baby and children’s products. The shop is looking to boost sales and earn manufacturer’s incentives for its line of youth beds and mattresses. Working together, the sales rep and the store owner create a key marketing objective: How might we get a minimum of 30 high income ($75K+/yr) single parents/couples (A25-35), with children who are outgrowing their cribs, to purchase a youth bed during the month of October? An important element here is a key performance indicator (KPI); in other words, the target sales metric. The KPI is the magic number that will make everyone throw the proverbial party in honor of a successful campaign. In this example, the KPI for this shop is to sell 30 additional mattresses in October.

The Right Mix of Tactics

With the key marketing objective in place, the next step is to identify the mix of tactics that will hit that KPI. As we’ve said, the goal is to get consumers to act. You can walk down Main Street wearing a sandwich board, and if that’s what it takes to sell 30 additional mattresses, the campaign is a success. But a sandwich board probably won’t work for a business that caters to a narrower group of customers, such as an upscale baby products store.

By its very nature, radio casts a very wide net (hence the term “broadcast”). Chances are good that target consumers defined by the key marketing objective — higher-income parents 25 to 35 years old with children who are outgrowing their cribs — will be listening as they commute to and from work. These parents might represent a small fraction of the total drive-time audience, but since you’ve carefully narrowed down the key marketing objective, getting even a subset of very interested listeners to act might be all that’s needed to hit that magic number of 30 additional mattress sales during the month of October.

Integrating some digital advertising can supercharge the broadcast campaign and ensure that that subset will make the trip into the shop or make an online purchase. With digital, likely buyers can be targeted very specifically based on factors such as shopping history, web browsing history, location, age and gender. Maybe those target customers are now at work and sitting at their desks, browsing the internet as they have their first cup of coffee. If they already heard about the sale while driving in their cars, a digital display ad or pop-up video might be all it takes for them to click through to the store’s website and make an online purchase.

An Evolving Strategy

With any ongoing campaign, it’s important to revisit the key marketing objective regularly and recalibrate it as needed to fit season changes and other market factors. A bicycle shop marketing to bike commuters, for instance, could shift to promoting fat-tire bikes as fall turns into winter and the snow starts to fall. Did the initial campaign month deliver the promised results? If not, maybe it’s time to refresh the copy and fine-tune the messaging or revisit the original sales goal.

This ongoing, strategic management of the campaign is why it’s so important for advertisers to be strongly allied with their sales reps. In fact, radio sales professionals are some of the best-trained media consultants out there, and they’re well-versed in campaigns that successfully leverage both traditional and digital tactics. Plus, sales reps have the vantage point of the station’s unique position in the community and long, proven track record of success for their customers.

 

Back on the Road and Tuned into Radio

 

Contributor: Pierre Bouvard, Chief Insights Officer, CUMULUS MEDIA/Cumulus Radio Station Group/Westwood One

People across the country are ready to go and are already on the road. According to the Dallas Federal Reserve, 69% of U.S. workers commuted to work daily or somedays in September – up from a low of 55% in May.

As the number of people working remotely declines, American’s are resuming their commute to work or to school and radio is joining them on their drive.

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Here’s the Buzz from Radio Week

Author: Annette Malave, SVP/Insights, RAB

Engagement. Local. Heart. Soul. Creativity. Partnerships. Those were words that resonated across the various sessions and events that took place during Radio Week.

From Oct. 5 – 9, CEOs, managers, sellers, radio personalities and some the brightest creative directors participated in two of radio’s biggest events – Radio Show and the Radio Mercury Awards.

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Radio Can Get Out the Vote

Author: Annette Malave, SVP/Insights, RAB

In less than a month, Americans from all walks of life will use the opportunity to make their voices heard. They will vote.

To say that this election will be like no other would be a great understatement. While campaign advertising started early, over the next few weeks, the airwaves will be inundated with information, facts and promises to influence and sway voters. During this emotionally charged year, connecting personally will be vital to the success of a candidate’s campaign. No other medium connects and engages personally more than broadcast radio.

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Inclusive, Diverse and Community

Author: Annette Malave, SVP/Insights, RAB

Inclusiveness and diversity are words that we are hearing a lot lately. Sometimes they are used interchangeably, when in fact, they are different. According to the Cambridge dictionary, inclusiveness is “the quality of including many different types of people and treating them all fairly and equally.” Diversity is “the condition or fact of being different or varied; the mixture of races and religions that make up a group of people.”
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Why Aren’t Boomers Targeted?

Author: Annette Malave, SVP/Insights, RAB

Have you ever heard of Sutton’s Law? It’s based on the principle that when diagnosing something, you should first consider the most obvious. It is based on bank robber “Slick” Willie Sutton’s response to a reporter’s question: “Why do you rob banks?” His response? “Because that’s where the money is!” This same response could be applied to the question; “Why boomers?”

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The Influence of Hispanics in the U.S.

Author: Annette Malave, SVP/Insights, RAB

September 15 marks the start of Hispanic Heritage Month, which recognizes and celebrates the contributions of American citizens whose ancestors can be traced to Central and South America, Mexico, Spain and the Caribbean. Hispanics have had a tremendous impact on everything in the U.S. – food, culture, entertainment and even population growth.
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Radio Reaches the Swing Voter

Contributor: Stephanie Digeon-Heath , Client Services, The Media Audit

On November 3, 2020, Americans will head to the poll and decide whether to reelect Trump or whether to elect former Vice President Biden as president. For loyal supporters of either candidate, their minds are most likely made-up. However, this may not be true for all Independents. Independents are thus considered pivotal voters. “Presidential general elections are generally determined by two factors: the size and relative enthusiasm of each major party’s base, and which way the swing voters in the middle go,” said Charlie Cook, a political analyst and founder of The Cook Political Report, a nonpartisan online newsletter. The closer the race, the more pivotal Independents voters become.

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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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Radio Drives the New Auto-Buying Process

Author: Annette Malave, SVP/Insights, RAB

As one of radio’s top-spending categories, the role that radio plays in the car, as well as car sales, remains a dominant force. Radio reaches consumers (or auto-buying intenders) while they are in their car – on their way to work or just running errands.

As the events of this past March progressed and many people found themselves homebound, things changed. However, the role that radio plays in driving traffic to auto dealer websites did not. Radio was effective at driving search for dealerships pre-COVID-19 and continues to do so today.

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