Marketers have long tried to understand the impact of contests and sweepstakes as marketing and promotional tactics, looking to measure not only whether consumers will participate but whether they will follow the activity surrounding them and make the connection with the sponsoring brand.
I can’t tell you how many times I hear personality product endorsements on the radio and ask myself, why I should believe them? Now, that kind of a statement may sound strange coming from someone with a company that specializes in leveraging the strength of local radio personalities to deliver “personal” brand messages. But hear me out.
In a world of overwhelming options for your media dollars, it can seem daunting to find the right mix: brand awareness vehicles, experiential opportunities, social and digital integration, retail initiatives—all focused on achieving a number of brand objectives.
“We are creating content faster than we can measure the quality control of it.”
The idea of communicating with content (rather than pushing hard product benefits) to advance your brand has become a marketing tsunami, bowling over every conceivable prospect in range. It makes so much sense that it has become a favored sales tool and everybody has tried it.
“You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.” —Bill Bernbach, CEO of Doyle Dane Bernbach (DDB)
The other day a friend asked how I thought radio was doing in this digital/social age. I’m sure she was looking for a defense statement because everyone is virtually submerged in a digitally controlled lifestyle. I responded that radio is doing fine and will be even better because it is not just a delivery medium. It is an originator of content.
Hold on. We’ve heard some 300 sessions X 13 years at Advertising Week preaching the glory of content marketing. Yet there was the moderator of a radio industry panel asking her CMO panelists what final message they’d like to leave for a room full of potential radio advertisers.