It’s difficult to believe but yes – there are less than three weeks left until Black Friday. As those weeks dwindle down, consumers are creating their gift-giving lists and planning their shopping strategies.
With this shopping season just around the corner, consumers are estimated to spend 3.4% over 2016 holiday spending. Based upon survey results released by the National Retail Federation (NRF), the average amount a consumer will spend this year is just shy of $1,000.
Today’s blog post is courtesy of Brad Deutsch, owner at Garvey Schubert Barer.
Within the advertising industry there have been many articles written about accountability, transparency and fraud as it pertains to online ads. Those same concerns have arisen as it pertains to political advertising.
There have been numerous heated headlines about Russian-sponsored online political ads that were posted during the presidential election. But did you know that Federal law actually explicitly prohibits foreign nationals from directly, or even indirectly, purchasing political ads?
ICYMI – Ask Maggie is a regular column on CNET that answers readers’ wireless and broadband questions. A recent post in Maggie’s advice column informs readers and shares views on the advantages of having an FM chip-enabled smartphone
Throughout the piece, Marguerite Reardon (aka Ask Maggie) comments on the advantages of the devices. She underscores the positive impact and use of having FM radio available during times of disaster – natural or not.
The Radio Advertising Bureau, along with 2,600 attendees made up of senior marketers and their agency and media partners, descended on Orlando last week for the Association of National Advertisers’ annual Masters of Marketing conference. This annual confab is aptly titled GROWTH each year, and for three full days chief marketing officers from the nation’s largest advertisers deliver meaningful presentations where they share real-time case studies from their brands.
Have you ever noticed that when you speak to someone who has a pet, they speak of the pet as if it were a child? People are as passionate and emotionally connected with their pets as they are with their human relatives (sometimes even more). They buy only the best for their pets.
It’s no surprise that the 2017 pet industry is estimated at $69.4 billion dollars according to the American Pet Products Association (APPA). That figure is comprised of food, supplies/over-the-counter medicine, vets, grooming and boarding, and even live animal purchases.
With the arrival of Fall, a shift began. Stores have long been prepped displaying décor for fall holidays and Halloween. Sadly, it is just a matter of time before holiday ornaments and decorations are available for purchase as well.
Although some of the things that people do may change with the start of new seasons, there are other things that won’t – like listening to the radio.
The majority of shoppers today search before purchasing any product. They look for product information, compare prices and brands. Does radio, as an advertising medium, drive that search or influence online behavior? That question is often posed to us at the Radio Advertising Bureau (RAB) by advertisers, agencies and our members.
Radio is the top reach medium – reaching consumers everywhere they go and throughout their day. It delivers a strong return on investment. When radio is part of a media-mixed campaign, it improves brand awareness – it’s the quintessential complementary medium. And yes, now we have quantifiable proof that Radio Does Drive Search!
Jim Cramer, host of CNBC’s Mad Money weighed in on the most talked about radio merger – Entercom and CBS. During this episode, Cramer provides an in-depth analysis of the merger. He refers to it as a “transformational deal for Entercom” giving Entercom “a lot more heft – it will make it the #1 creator of local content in America.” He goes on to say that the new Entercom will become the second largest radio company in America.
This year’s Radio Show delivered information, insights and entertainment. But above all, it clearly demonstrated a reminder that partnerships among our industry and with our advertising community are stronger than ever and remain critically important.
Over the course of three days, a lot was shared, presented and stated. So, here is a brief recap of what everyone should know in the form of a Top 10.
Labor Day – While its origins are based on the creation of a day to celebrate and honor the work of trade and labor organizations, it means something very different today. Labor Day is considered a day of rest and unofficially marks the end of summer, barbecues, days at the beach and summer sports.
Labor Day and every day, radio will be there to entertain, inform and keep listeners company. Radio will be tuned in in-car to provide weather and traffic details. Radio will be present at barbecues, parties and family reunions, providing music and entertainment.
Sports fans are amazing! They will go to an event to watch “their” team play – whether it is 102 degrees or 2 degrees – they are there. They identify with their teams and according to research on the subject, one professor of psychological and brain sciences was quoted as saying: “A huge part of who they are, where they derive a lot of their positive and negative affect, is from what their team is doing.”
Sports fans are very similar to radio listeners. Both groups have strong emotional connections with the person or persons they are tuned in to. So when you combine a sports fan that is also an avid radio listener, it’s a powerful combination.
Radio is a medium that informs and drives engagement. It also delivers content and entertainment. Radio creates events and can also be an event within itself — it brings together large groups of individuals who all have something in common.
Throughout the course of history there have been numerous audio and portable audio devices that allowed listeners to take their content with them wherever they went. On July 27, an announcement was made that may have surprised some people – Apple revealed that it was discontinuing the iPod nano and shuffle. These two products should receive some recognition because they made audio history and forever changed how people take audio with them.
Whether you read ad industry trades, online or print news, there are always articles referencing millennial influences or changes impacting boomers. However, there is very little attention paid to Generation X, which Pew Research referred to as the ‘middle child’ in a 2014 article. Sandwiched between two larger generations, Gen Xers who in 2017 are somewhere between the ages of 38-52, are a much smaller group in size and therefore are often overlooked by marketers.
According to the Bureau of Labor Statistics (BLS), Generation X spends more per household annually than any other generation – approximately $67K which is almost $20K more than what millennials spend. Additionally, they have the highest household income compared to the other generations.
So how do you reach this often over-looked and valuable generation? With broadcast radio — of course.
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.”
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?
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.
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.
Continue reading “Granting Hope to Fellow
Broadcast Professionals”
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.
Today’s guest blog post is courtesy of Karen Hayes, Principal, Marketing Consultant with Mount Marketing
Think for a minute. While you read this, another company or organization is targeting your customer. Regardless of what you’re offering — a product, service, or even information – another company is offering the same or similar. Advertising channels, once limited to TV, radio, print and direct mail, have exploded in recent decades. Now companies have multiple channels available to them to target and reach your customers: cable and network TV; radio; print; out of home; direct mail; social; mobile and digital among others. When you have a multi-billion dollar advertising budget, you can leverage a strategic combination of several channels to reach customers. But what happens when you are trying to reach a national audience with an advertising budget so limited that some multinational companies could spend more in one market? That’s the reality for some organizations.
Continue reading “Cost Effective and Targeted: How Radio Helps You Do More”