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Blog
Getting in Tune with Non-Traditional Radio Marketing
Posted on 20 June, 2015 at 7:10 |
(This article first appeared in www.chiefmarketer.com and the Chief Direct Marketer newsletter.) Anyone
searching a stock photo library for pictures of a radio will find thousands of
images that conjure up memories of old-time radio. But the audio industry has
transformed beyond recognition, with the most common sources of sound looking
like computer screens, smartphones and car dashboards. Radio
is still a very valuable advertising medium. About 91%, or 245 million, of all
Americans ages 12 and up listen to some form of radio every week, according to
the Radio Advertising Bureau, whether it’s commercial radio, streaming, pure
play, podcast or something else. Those
numbers haven’t been lost on marketers: Total spending in radio and other forms
of audio advertising in 2014 topped $17 billion. Some
marketers have employed non-traditional tactics to get their messages to stand
out in a crowded field. Of the branding messages considered in a report from
radio marketing firm CRN International, 77% said they are most interested in
useful or entertaining content about an area of interest, and that this form would
have the greatest impact on purchase consideration. Less than two percent said
traditional commercials would have the most impact. Mother’s
Circus Animal Cookies, a regional brand of Kellogg Company, and Access Health
CT, an East Coast company charged with boosting healthcare enrollment, provide
two striking examples of how taking a non-traditional approach to radio
marketing helped separate them from the clutter. Mother Knows Best Mother’s
Cookies had been relying too heavily on display ads to drive sales and needed
to reverse a downward sales pattern. A lack of consumer engagement and push to
retail led to a double-digit decline in sales. “The brand’s retail sales had
been down significantly over the last two years and I wanted to test the
possibility of using radio to turn around by reconnecting consumers with the
brand in a way not usually seen in my product category,’’ said Colleen Chorak,
senior marketing director, Kellogg Cookie Portfolio. The
idea was to bring the character of “Mother” to life on radio as a highly
relevant and respected person who understands what it means to be a mom. A
persona was developed for Mother, a mom on the go lending a hand at a child’s
lemonade stand; shuttling the kids between games, lessons and play dates; and
doing all the voices and accents when she reads a bedtime story. The
target audience was working moms ages 30-44 of cookie-loving families, with Los
Angeles as the test market. With cookies known to be an impulse buy, the
thinking was to raise awareness of the brand and get moms to perceive that
Mother’s was a very cool and relatable company. CRN
developed a radio campaign using brand ads to introduce the character. It also
provided free radio advertising to two Los Angeles retailers in exchange for
incremental display merchandising for Mother’s. A
key marketing component was a series of two-minute “conversations” that ran on
two Los Angeles radio stations for 12 weeks. The conversations, set up under
the premise that Mother was a local client of the stations, positioned her as a
working mom with a significant job as well as the same interests that all moms
face—getting kids away from computer screens, dealing with summer camp, how to
spend Mother’s Day and more. The
result? Mother’s
realized significant sales improvement where the radio campaign ran. “In the
test market, the brand has slowed sales declines versus other regions of the
country,” said Chorak. “On all levels, this program exceeded my expectations
and has been a real win for my brand.” Keeping Healthy Expectations
were high at Access Health CT, which was looking to increase enrollment under
the new federal healthcare program. The organization had a successful first
enrollment period. However, about 140,000 Connecticut residents, many of whom
were Hispanic and African-American, were still uninsured at the time of the
second enrollment period. That prompted Access Health to explore more
effective, efficient ways to reach the target using radio beyond traditional
spot buys. The
radio campaign used the power of stories from culturally authentic real people
to create personal connections to clarify misperceptions and drive enrollment.
Enrollment counselors were also engaged to build understanding and trust at the
local level. Real
people related their personal stories about how having health coverage has made
a difference for them and their families. Thought leaders in the Hispanic and
African-American communities educated listeners through live 60-second
endorsements and conversations about the benefits of health coverage. Statewide
media was also used to secure Public Service Announcements at no cost to Access
Health. “People
connected with the station anchors and talent – they really made it personal,”
said Andrea Ravitz, director of marketing, Access Health CT. “We were able to
convey the live experiences that everyone and their families go through, and
the impact was super.” “For
us, it was a more creative way to say the same thing as we would with normal
radio ads, but the approach was more real, human, relevant, and got people to
pay attention,” Ravitz said. “Our message filtered through their experiences.” The
Access Health radio program ran for six weeks in five target cities for three
unique demographics using 17 radio personalities. During the second enrollment
period supported by the CRN radio campaign, Access Health realized a 75%
re-enrollment, an 89% increase in calls to the centers, and a 48% increase in
unique website visitors. Jim Alkon is
marketing director of CRN International. |
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kamneva
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harfran
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