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The Secret Formula to Great Radio Ads

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What makes a great radio ad?  Is there a magic formula or do you just have to have a gift?  In today’s post, some of radio’s great creative minds share their thoughts and approach to writing great radio ads.  Have you tried their approach in the past?  Please tell us what you think about their suggestions.

“Radio is one of the few remaining mediums with captive audiences. They can’t click away from you; they can’t skip ahead. While they are driving in their car, you own their attention,” said Chris Smith, Brand Creative Group Head from The Richards Group, as he was emphasizing radio’s continued relevance as a great storytelling mechanism despite all other advertising choices.

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Radio on Main Street Podcast featuring Tom Buono, BIA/Kelsey

This week, we sit down for a look at the year ahead with Tom Buono, Founder and President of BIA/Kelsey, a local marketing and advertising research and management consulting company.

RAB’s Dave Casper caught up with Tom following the release of their 2017 Local Advertising forecast. You’ll hear what’s on the horizon for local media, BIA/Kelsey’s forecast for Radio and trends to watch for in 2017.

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Watches, Bracelets and Rings – Oh My!

Jewelry on window display

You’ve all heard about radio’s incredible reach and its ability to create relevant imagery in a person’s mind.  Did you know that radio is great at selling shiny new objects, too?  Yes, it can help to sell watches, earrings, bracelets and rings – oh my! According to National Jeweler.com, the holiday sales are off to a strong start.

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Radio – Part of the Local Community

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Radio, the top reach medium, provides news, traffic, music to the over 247 million listeners every week.  Radio delivers content that listeners want wherever and whenever they want it, but radio is also more than that.  Radio is part of the community.

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Let Radio Data Tell the Story

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Today’s post is courtesy of Maura Kautsky, VP Marketing NextRadio

I saw this funny quote the other day that couldn’t be timelier “Marketing without data is like driving with your eyes closed”.   And boy has that data evolved.   As you read from the previous blog, marketers are moving from big data to data attribution which provides insight into what receives credit for conversion.  Continue reading “Let Radio Data Tell the Story”

Radio on Main Street Podcast featuring Beth Neuhoff, Neuhoff Media

In this episode, RAB President and CEO Erica Farber talks with Beth Neuhoff.  Beth is the CEO of Neuhoff Media.  She sat down with Erica following the recently held Rising Through Ranks where Beth shared her thoughts on having difficult conversations.

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Radio on Main Street Podcast featuring Ruth Gaviria, Entercom Communications

In this episode, RAB President and CEO Erica Farber speaks with Ruth Gaviria.  Ruth is the CMO of Entercom Communications.  She is a passionate marketer who brings tremendous brand management and media expertise to her trailblazing role at Entercom.  You’ll hear directly from her – how radio’s local connections combined with smart integrated marketing across all platforms, and flawless implementation are encouraging advertisers to get to know radio and ensure it’s in their total media strategy.

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Don’t Take Radio for Granted

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Broadcast radio has many strengths.  It’s live and local.  You can tune in to hear your favorite songs, get the latest weather and traffic updates.  Maybe you turn it on just to keep you company or hear the play-by-play of the game. But radio also has other strengths that are often taken for granted, and even sometimes, overlooked.

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Radio on Main Street Podcast featuring Seth Resler, Jacobs Media

In this episode of Radio on Main Street, RAB President and CEO Erica Farber sits down at the recently held Morning Show Bootcamp with Seth Resler.  Resler is the Digital Dot Connector at Jacobs Media.  He’s a podcasting veteran with extensive experience in online marketing.  In his conversation with Erica, he talks about who is right for podcasting, how to go about doing it and explains how the medium is monetized.

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Marketing Measurement Evolves:
Why You Should Care About Multi-Touch Attribution

Conversion Rate Optimisation Icon. Business Concept. Isolated illustration.

Today’s post is courtesy of Jim Spaeth and Alice K. Sylvester of Sequent Partners.

“ROI.” “ROI.” “ROI.” whined Jan Brady.

Ok, maybe not, but you can’t go too far these days without encountering the term Return on Investment. ROI performance is on everyone’s mind – auto dealers, big retailers, movie companies … all of radio’s advertisers.

But just as we wrapped our heads around the advanced math of econometric marketing mix models, the measurement world changed. Today, the venerable, powerful marketing mix models are considered too slow, too macro and too backwards-thinking for most marketers. They need tools that are more granular and more comprehensive – tools like they have in digital, where they can attribute sales to digital touchpoints and map a consumer’s journey from search to website to reviewers’ blogs to Facebook to Amazon.

Attribution modeling is leaving the digital ecosystem and will play a key role in cross-platform ROI analysis. It’s a very hot topic full of promise and right now, some bluster.

Continue reading “Marketing Measurement Evolves:
Why You Should Care About Multi-Touch Attribution”

Radio on Main Street Podcast featuring Susan Larkin, Cox Media Group

In this episode of Radio on Main Street, RAB President and CEO Erica Farber speaks with Susan Larkin.  Susan is the Regional Vice President at Cox Media Group.  She leads her teams in Orlando and Jacksonville by example and sets the tone for an authentic, kind and collaborative organization.  You’ll hear directly from her – how vision, trust and recognition matter when it comes to leadership and why radio especially matters to our listeners.

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Radio’s Place in the New Local Media
Advertising Marketplace

Driving on an empty road towards the setting sun and sunbeams to upcoming new 2017 year and leaving 2016 behind. Concept for success and passing time.

With only 9 weeks left before we bid farewell to 2016, we asked Mark Fratrik, Ph.D., SVP and Chief Economist with BIA/Kelsey to provide with us with radio’s outlook for 2017.

Where do local radio stations stand in the new local media advertising marketplace, especially compared to their traditional and online/digital competitors? According to the recently published 2017 BIA/Kelsey U.S Local Advertising Forecast, which provides a five year national forecast and 12 individual media forecasts, radio does reasonably well. The combination of online activities with the over-the-air advertising leads to a 10.5% share of the $148.8B local advertising pie in 2017.

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Advertising Marketplace”

Radio on Main Street featuring Carolyn Gilbert, NuVoodoo

In this episode of Radio on Main Street, RAB President and CEO Erica Farber interviews Carolyn Gilbert, president and owner of NuVoodoo Media services.  While Carolyn likes to joke about being the high priestess of NuVoodoo, she takes media research seriously.  NuVoodoo Media Services provides data-driven marketing, programming and content intelligence to the radio industry.  You’ll hear directly from her regarding some listener insights and find out why radio is important to those listeners.

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Only 17 Days Left!

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In seventeen more days we’ll know who will be leading this country for the next four years.  As we approach November 8, there is still time for candidates to reach voters and particularly those that are still undecided.  Also, given the events that have occurred in the past few weeks, political advertising dollars have seen some shifts, but not with radio.

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Radio on Main Street Podcast featuring Dave Ramsey

In this episode, RAB President and CEO Erica Farber talks with Dave Ramsey. As you may know Dave is a prominent radio personality who focuses on financial peace. What you may not know is that the Dave Ramsey Brand is also a multi-channel brand and content portfolio. Today you’ll get a peek behind the curtain at the Dave Ramsey brand and how they have methodically and successfully grown. You’ll learn a new word Dave created – he says “they do that in Tennessee”; you’ll also learn how his company creates a culture of “missional leaders” that attract and retains Millennials.  You’ll even learn Dave’s take on politics and the future.

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Scale. Storyteller. Relationships.

"Digital portable clock radio with red illuminated lcd display. Radio has a wooden body, metallic buttons and antenna. Isolated on white background."

These are the words that have been used to describe radio by some of the most widely recognized national brands and large advertising agencies.  During the 40th Annual Fall Broadcast Management Conference and the 16th Annual Power of Urban Radio Forum, speakers and panelists discussed radio’s strengths, future as well as what radio can do to help advertisers address their challenges.

Continue reading “Scale. Storyteller. Relationships.”

Radio on Main Street Podcast featuring LifeLock

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In this episode of Radio on Main Street, Erica Farber interviews a marketer who is achieving great success with radio.   At this year’s Radio Show, LifeLock was the headliner at the Advertiser Breakfast and on this podcast we continue the dialogue with Lina Calia, Vice President of Paid Media for LifeLock and Kathryn Kercher, Radio Consultant for LifeLock.  We’ll take a deeper dive into LifeLock’s business and learn more about how they partner with national and local radio to drive awareness, build trust and most importantly bring in new LifeLock members.  You will learn how they go to market, what they look for, the role various platforms play, how they measure success and how radio is driving business.

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Radio Connects and Colors

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Over 247 million people tune in to radio every week.  Their reason for tune-in varies; it may be to find out about the weather or to get traffic and transit updates.  Whatever the reason, they all have one thing in common – they listen because of the connection they have with the radio station and the personalities on that station.  During Advertising Week, radio’s ability to “provide a personal connection with listeners that no one else does” and “color a blank canvas” for sports fans was discussed during two separate sessions: “Let Us Entertain You” and “Huddle Up – Radio Sets the Score,” each moderated by RAB president and CEO Erica Farber.

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Radio on Main Street Podcast featuring Hartley Adkins, iHeartMedia

In this episode of Radio on Main Street, RAB President and CEO Erica Farber talks with Hartley Adkins, President of the North East Division and Corporate Operations, iHeartMedia.  We’ll learn how he got his start in Radio, talk about his strategies for selecting great talent, share success stories and more.

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