6-26-2014
To provide measurable ROI and a rewarding listener experience, a multimedia approach that creates a sophisticated and holistic radio ad campaign is the clear choice. Too often we see a fragmented (at best) approach, where what?s promoted on air is disconnected from what?s consumed online at your station?s website, sent through your texting platform, or featured in your station?s social media universe. Multimedia raises the bar for how to best use traditional radio in concert with the tools of the digital space.
Mobile marketing, podcasting, photo and video sharing, and opportunities for user-generated content ? when complemented by what is broadcast over the air ? can spread the word about your station?s brand and help build brand awareness for your clients in the most powerful ways. In short, you have greater market influence when you are associating with other brands. At the very least, your market acceptance is accelerated. Building an integrated campaign that is inclusive of the radio station brand and its ambassadors ? the on-air personalities ? is a formula for success.
Think about the multimedia approach and what it?s all about: empowering you to communicate your mass marketing messages to multiple devices on demand, and in a more personal way. Look at the evolution of mobile marketing. As smartphones have transformed from devices used to make calls into personal mobile computers, opportunities for engaging, highly targeted ad campaigns and other marketing breakthroughs have been born.
Let?s look at a good multimedia approach in action. When Budweiser Canada wanted to partner with radio to roll out a new product line, the Budweiser Shot, they were initially focused on being part of a live event and getting a favorable spot rate ? but had little interest in the value of the radio station?s digital assets, let alone getting all those ingredients to work together to create a recipe for success.
But the station sold them on the power of a multimedia partnership integrating the Budweiser brand on the station website while leveraging the station?s on-air presence, texting, database marketing, and social media spaces to drive engagement.
Budweiser was heavily integrated into an event microsite built by the station, featuring a Bud Shot Tour Bus register-to-win opportunity. The station?s listeners visited the portal to register to win VIP tickets, hospitality (food, drinks, and swag), and an overnight stay at the event?s location on board the Budweiser Tour Bus, courtesy of Budweiser. The brand received repeat exposure as listeners got info on the band lineup and location, viewed photos and videos, and opted into the station?s text club for event updates, which included additional opportunities to enter the Bud Shot Tour Bus contest.
The program was cleverly woven throughout the station?s website, mentioned in on-air personalities? blogs, teased in the station?s newsletter, tweeted, and posted ? all of it synergistic with the spot schedule running on the air. This approach won the station the lion?s share of the business, and no campaign elements were given away as ?added value.?
Radio?s real value and opportunity lies in demonstrating how the traditional broadcast space can embrace technology to make for a more enjoyable experience for your audience. Using a multimedia approach, where an experience is co-authored by the station and its clients, creates a better opportunity for a meaningful exchange and brand conversation with the listeners. Offering more one-to-one conversations through multimedia eliminates the traditional barriers between the station, its advertisers, and the people who listen. More access, more content, and more control yields better results and provides a more personalized experience.
For your next campaign, think about using all the tools in your station?s toolbox in a collaborative effort to build a meaningful marketing campaign. Here are some good questions to ask: Are all of your elements working together? Does your on-air content drive traffic to your website? Does your website serve up great content and make it clear what the listener/visitor can expect? Is it engaging? Does your texting platform reinforce and amplify what?s heard on-air and viewed online?
Jeffrey ?J.Love? Karlov has an extensive background in radio broadcasting, marketing, and sales across multiple media platforms, including digital media. In his current role as senior sales engineer for Marketron Interactive, he helps stations accelerate digital revenues and optimize listener engagement using Marketron?s technology. Reach him at jlove@marketron.com.
Add a Comment Send This Story To A Friend
