Using a Smart Database to Increase Radio Ratings

Using a Smart Database to Increase Radio Ratings

What if you could know everything about your listener?

When they listen. Their music preference. Why they listen. What they do in their spare time. The prizes they want to win. Their relationship status. Where they work. When they work.

With knowledge of their tastes, behavior and perceptions, your messages can be targeted specifically to an individual in a deeply personal way.

By leveraging the power of digital tools, social media and mobile engagement, our techniques develop smart profiles that identify characteristics and lead to a direct, one-to-one relationship with your audience…and even better: Potential listeners who may not have discovered you yet!

Armed with actionable, meaningful data, direct marketing tactics will cause ratings to soar. One client increased 1/4 hour share by 26% in just six weeks. 

That’s not just a smart database, it’s smart marketing. And it fits perfectly into your existing programming.

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How to Get More Radio Listeners: Bribe 'em & Buy 'em

How to Get More Radio Listeners: Bribe ’em & Buy ’em

When we’re talking with programmers about the value of contests and sweepstakes in their promotion strategy, we inevitably have a conversation about the value of the type of person that enters to win.

The concept of Bribe Them and Buy Them is a marketing technique to attract customers beyond that which the product can generate on its own.

Incentives (coupons, discounts, free gifts, or a chance to win) are important tactics in a marketing strategy. and no business is better at providing incentives to take action than radio.

A giveaway is easy and fast to implement, provide results in real time, are cost-effective and deliver measurable, accountable return on investment (ROI).

Sandra Fathi, President of Affect Strategies, says,

I have yet to find an organization — business-to-business or business-to-consumer — that would not benefit from some type of online contest.

Used properly (and following up with respondents) can help you:

  • Accelerate social media participation
  • Increase brand awareness
  • Generate “heat” on your station
  • Increase tune-in
  • Drive listening occasions
  • Reward existing customers

How To Conduct Your Own Giveaways & Contests

1. Create the Contest. Sweepstakes are a random drawing, but for contests, there are many ways to choose a winner, including video, photo or essay submissions. Public voting is an especially popular choice, as it involves entrants to spread your promotion to their friends. When setting up your contest, be sure to observe laws that may affect entry eligibility. c.saw media + promotions can advise you and help you develop a campaign that fits your needs.

2. Choose the technology. You have many choices here. Choosing the right one is key to your campaign’s success. We bring you alternatives that fit your budget and accomplish your goals.

3. Allocate Resources. It’s highly likely that the marketing department, sales department, legal department and PR team will all be involved in a successful contest. Your campaign will require attention, time and promotion. If you don’t have resources in-house, you can outsource management. We can offer contest administration and management services, and can operate your promotion with no disruption to your team.

4. Prizes. The incentive that drives your audience to act is an important consideration. If you know your target audience, you should be able to design an attractive prize that appeals to them. It’s important to match the offering to your objectives as well as consider the effort required to enter, which is especially important for contests.

Sandra says:

If I just have to provide my email address to enter to win a free ice cream cone, that might be enough of an incentive. However, if I need to create a commercial for an ice cream brand, including write a script, create a video and solicit votes, my prize better be at least a truckload of ice cream.

5. Harvest the Leads. Attention is only valuable if you act on the new contact you’ve acquired. How you follow up to turn a contact into revenue is the most important part of any campaign. For best results, respond quickly, succinctly, and provide an additional incentive for taking another action. In all communication, deliver a specific, targeted message based on the intelligence you’ve collected in the entry process.

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Advertiser-Centric Promotions

Advertiser-Centric Promotions

It’s no secret that advertisers are changing the way they allocate ad spending, directing more of their budgets to interactive digital media. Radio sales managers have found this a challenge, but should be celebrating!

Borrell & Associates Local Promotions Forecast notes that local marketers love promotions. The report shows that advertisers are spending more and more on contests, promotions, discounts and coupons and

“…there appears to be no turning back… (Advertisers are) collecting more email addresses. In 2012, they spent 81% more on promotions, and should reach $176 BILLION in 2013.”

Find out why radio is the ideal medium to capitalize on this exciting trend. Contact us to learn how we can help you:

  • Proof that ratings respondents are contest players. That’s one of the key reasons that promotions matter to radio programmers.
  • Why building a smart database is a key to your ratings success… and can deliver hundreds of thousands of non-spot revenue! If you’re not doing it yet, let me help you get started!
  • How to get advertisers to pay you to find ratings respondents – and steal listeners from your competition!
  • Tactics that will ensure success of your next promotion before you ever run a single promo on the air!
  • How to generate real non-spot revenue… by generating sales without adding promos!
  • New ways to deliver accountable results including hot leads in real time—directly to your advertisers!
  • New routes to revenue-generation, including promotions that generate real-time hot leads for advertisers… and ring your cash register with each qualified entry.
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Radio Client Triples Database and Increases Ratings 26%

Radio Client Triples Database and Increases Ratings 26%

Case Study Overview

San Diego radio station Magic 92.5 faces challenges in one of the most competitive radio markets in the United States. Their signal reaches only 3/4 of the market, and they program to a narrow audience with a niche format. Knowing the path to sustained success is identifying and communicating with as many prospects as possible, and also needing immediate ratings growth, we built a customized Listen and Win campaign.

The Promotion

The instructions were simple: Fill out an entry form to tell us who you are, then listen for your name at the top of every hour. When you hear your name, respond in 10 minutes to win $500 cash!

The campaign was promoted on the air, on the station’s website, on Facebook and with a few carefully placed online ads on San Diego websites.

The Results

In the six week campaign:

  • The station database grew from 12,000 to 36,000, a 300% increase!
  •  22% of entrants shared the promotion with friends on Facebook!
  • Nearly 1/3 of all entries were from friend referrals, increasing station cume!
  • Ratings increased by 26% in the promotion time periods.
  • Total listener base grew (station reach) increased by over 15%!

The massive response proves that the right incentive, easy execution, and defined objectives will deliver measurable and meaningful results.

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Online Promotions for Radio Stations to Increase Ratings

Online Promotions for Radio Stations to Increase Ratings

Your station serves two customers: Listeners and Advertisers. They have very different interests. And your promotions department sits in the crosshairs between sales and programming, constantly trying to serve both masters.

Add the challenge of staying on top of ever-changing digital and social media platforms, and it’s no wonder the promotions/marketing department can be overwhelmed!

Relax! wpHatch is here to help! Our process brings sales and programming together.

Effective promotion revolves around three concepts:

  • Leading current listeners to a deeper relationship with your station.
  • Identifying and recruiting new listeners to grow cume.
  • Streamline sales promotion process to be more effective and easier to manage.

Our team works with your staff to achieve all three objectives by:

  1. Sort what’s important. Most stations try to do too much. As a result, many (most) initiatives fall short of potential.
  2. Build Listener Relationships. Developing a large, smart listener database will fuel both programming and promotion.
  3. Deliver Results. You’ll be your company’s hero when the process results in higher ratings and new sources of revenue!

We train your staff, guide your strategy and work hand-in-hand to stay on track with creative, practical, actionable step by step advice.

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I'd Play For That Moments on the Radio

I’d Play For That Moments on the Radio

Contests are more popular than ever. The data is indisputable. Research proves that a record number of consumers are participating with interactive promotions. What does that mean to you and how can you use it to convert their passion to win into new customers?

When you design creative promotions that deliver offers they care about, your contest can stand out and attract active responses from users who love promotions (contests players), as well as those more casual participants. Your job, as a marketer, is to inspire action from the right people at the right time. The hyperactive respondent is valuable, but your success will rely on creating “I’d play for that” moments.

This starts with a choice. Promotions that award a winner’s choice of prizes reach more participants without increasing your promotion budget. For example, a travel company offering an expense paid vacation to the winner’s choice of Europe, Australia, Asia, New York or the Caribbean can expand contest appeal with no impact on cost. We call these promotions “Showcase” style promotions, as they showcase multiple (usually up to seven) prizes, paying off only the winner’s choice.

If you know your listener’s preferences (and you can with a smart database cultivated through embedded survey questions), you can target them with specific messages for the showcase prize most likely to attract a response. The result is a choice-based promotion tailored to individual tastes. We call them Showcase Promotions, and we can show you how to use them to attract more listeners and generate new revenue.

Greater choice means more personalized options, improved response, and a better bottom line.

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