12-12-2011
For several months, if not longer, many of radio's biggest players have said the industry must do a better job sending a unified message about how radio succeeds for advertisers. That may seem odd to some as many of these major players have been around for quite some time and believe a unified message is long overdue. The outcry to work together has been amplified by new Clear Channel CEO Bob Pittman who has been very visible touting the reach of radio. He's also on the current issue of Radio Ink magazine. In the interview Pittman says, "I think there is one huge weakness of the radio business, it is that we are not actively trying to get new advertisers, marketers, and partners to this medium, and we have to. I think we have got to tell the story. We've got to give some examples of great success, of someone really embracing radio and showing the results they get." Great idea Bob. Here are just a few major advertisers who love the radio industry and don't mind bragging about it.
The insurance sector has become huge for radio. The battles between GEICO, Allstate, Progressive and others
have been very very good for radio stations across the country. Lisa Cochrane is the Senior Vice President for Marketing at Allstate. She says Allstate is using a lot of radio, both national and local, across all markets and all formats. "Over the past 18 months or so, we?ve increased our footprint in radio and you?re likely to see (I mean ?hear?) the Good Hands continue to reach out (pun intended) to radio listeners next year. We don?t specifically use one format over another; like most marketers, Allstate looks to whatever will best reach the demographics of our target consumer in each market. That, in fact, is the beauty of radio ? you can get that targeted." Cochrane says Allstate reaches 98% of the United States through national and local radio, "and I?d guess the remaining 2% of people must not be radio listeners," she jokes.
American Express is another success story for radio. Radio was a big part of the recently run Small Business Saturday which was a campaign started by American Express that made it all the way up to the White House, endorsed by President Obama. Lou Paskalis is the Vice President of Content Development and Mobile Marketing for American Express. He says, "here is the headline...radio works." Small business Saturday was a feel good campaign that everyone wanted to be a part of. Paskalis says "the stated endorsement of on-air talent is something we can't buy. Radio helped us get the word out."
Subway is another great radio success story. Chief marketing Officer Tony Pace says, ?people have a pretty personal relationship with radio. To me that naturally extends into social media. People start saying, ?that DJ is my guy. That announcer is my guy.? They become a trusted voice. That trusted voice can extend beyond radio to other media. You obviously have to have a significant audience, but there is still an awful lot of power in radio. People are still listening. Drive time is still a very very powerful thing. Passion points like sports and music are still very powerful things. We have been very pleased with what we have been able to do in terms of driving business with the radio investments we have made.?
Allstate's Cochrane has also identified an additional strength radio excels in. "It?s quick, can be very local and personal. For example, Allstate relies on radio to get the message out about a storm or natural disaster instantly ? before, during and after the catastrophe strikes. We can activate radio messages on a moment?s notice to get crucial information to our customers at a time when they need it most. Through the medium, we are able to keep our customers in ?Good Hands? by providing them detailed and useful information at a time in their lives that is fraught with uncertainty. Radio provides natural synergy for Allstate ? we?re talking protection while people are on the road ? it is top of mind for them so it?s a good time to ask drivers if they are sure they are covered ? can?t you just hear Dennis ask ?Are you in Good Hands??
So, how about that for a new message? Three very recognizeable brands, Allstate, American Express and Subway all happy with radio and all willing to brag about our strengths. Do you have a local success story to help send our message? Send details to edryan@radioink.com or leave your comments below.
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