Tag Archives: Interactive Media

Focus Focus Focus

Any political junkie like me knows Senator Hillary Rodham-Clinton kept her presidential aspirations alive with yesterday’s win in the Pennsylvania Democratic Primary. And, as a Republican, I don’t have a dog in that hunt. However, I think a bigger story has gone unreported today — Hillary’s fundraising.

Yesterday, news reports had the Clinton campaign $10-million in debt with $9-million in the bank. Today, they report $10-million in contributions during the past 24-hours, following her Pennsylvania win.

That number might be exaggerated, but I bet not by much.

It’s easy to generate that kind of money, or direct that kind of response from a passionate consumer base, if you have one concise focused message. In the case of Hillary Clinton, it was “Go to HillaryClinton.com and send money to keep up the momentum.

She didn’t talk about her speech transcripts. She didn’t talk about her calendar of appearances. She didn’t talk about her blog or store. She had one simple message — go to [my] website and donate to keep the campaign alive.

In radio, we used to call it “one thought per break.”**

If you listen to the promotional announcements for radio station websites, you’ll hear the “kitchen sink” approach. Radio can be very effective directing eyes online, but we’re even more effective when we remember the old “one thought per break tenet of being a deejay.

Air Talent Tip: What is the one thing you want listeners to do when they visit your website? Is it streaming? Is it downloading podcasts? Is it rewards club membership? You can’t accomplish all three in the same break.

Program Director Tip: Focus your talent on the most important reasons to visit your website. Use analytic resources to measure page views and site traffic to determine what is working, and what is not.

**Courtesy of Mark Ramsey’s Hear 2.0 blog.

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Points vs. Perks

Loyalty Marketing has been around for several decades now. The radio industry first tasted success with the concept through “Listener VIP Cards” in the 70’s & 80’s, and now through online rewards programs offered by vendors such as Enticent (Stickyfish) and Mass 2 One. It was airlines who truly capitalized on the idea with their frequent flier programs. Unfortunately, they’re becoming far too commonplace today as I see consumers in line with a wallet or purse full of membership cards to every pharmacy, grocery store, airline, gas station, and electronics store in town — not to mention new incentives offered by credit card companies or the still popular “Marlboro Miles” program.

Radio must find innovative ways to make our listener clubs more relevant to brand users for increased participation that benefits advertising partners and helps achieve programming objectives. The “earn points for prizes” strategy just won’t cut it today.

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Listeners vs. Users

Trade publication Inside Radio quotes Bonneville‘s Director of New Media, James Webb, saying radio needs to stop thinking of its cume as “listeners” and consider them “users.” He says, “Listeners are engaged only when the radio is on. Users connect with you in other ways.” This has tremendous implications for our industry, and extends our footprint beyond terrestrial radio to the world of multimedia applications (and revenue).**

Coincidentally, the Association for Downloadable Media today released their Podcast Consumer Revealed 2008 study, derived from the 2008 Internet & Multimedia Study conducted by Arbitron and Edison Media Research.

The audience for downloadable is not only growing, but also represents a very attractive target for advertising. Continue reading

Digital Dollars – Your New Sugar Daddy

The future of radio’s revenue share from digital advertising was another hot topic at the Radio Advertising Bureau conference in Atlanta today.  And, with $8-BILLION at stake, I understand why!

Unfortunately, just putting up a website doesn’t mean anyone will care; or, that advertisers will cut you a big check.  Entercom‘s VP/Digital, Sandy Smallens, called the Internet “the latest place where we can take our brands to bring them alive.”   To interpret, that means we have to be interactive. Continue reading

How interactive is your brand?

Mike Bloxham posted a blog to the TV Board last week that deserve’s consideration from our radio brands. You can read the entire story by clicking here. But, here are the highlights:

Harris Interactive [research] that looks into attitudes toward remote-control-based interactive functionality on TV. One finding that surprised me, to the point of being bizarre, was the that 72% of viewers indicated they are currently using their remote controls for simple tasks such as finding favorite programs using the on-screen TV guide, scheduling or selecting DVR recordings and for viewing content on-demand. So that’s 28% who employ the power of telepathy, indentured servants or a long wooden stick? It seems an awfully large number to consign to the losing side of the battle for control of the remote on every occasion. Leaving that aside, though, the highlights were:

Viewers want advanced interactive television functionality across every genre of programming and advertising:

* 72% of those who watch reality TV shows want to interact with those shows

* 65% of those who watch sporting events on TV want to interact with those events

* 66% of viewers want to interact with commercial advertising

* 50% of those who watch drama TV shows indicated that they would be interested in interacting with those shows”

Even if the actual numbers aren’t identical, can’t we assume that a similar number of consumers  want to interact with our radio brands? We have the ability through our websites, text messaging, and the old request line to increase the profile (or at least the perception) of listener-generated content.  Why don’t we use it?

If you do use it, how easy have you made it for the consumer and how much do you promote it?


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