It’s not easy launching and marketing a new product. So how do you ensure your product is among the ones that succeed?
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.
First, a reality check:
“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)
While the new hot phrase, UX, or User Experience, is mostly associated with online engagement on commercial websites, it has just as much relevance to radio -- but nobody really thinks about that.
CRN’s Collisions division officially jumped into podcasting about a year ago, and what a year!
What do you tell a packed audience of agency people intent on delivering every living, breathing impression to their clients to justify ROI?
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.
Will your next hire be a superstar? Usually the people you hire will just do their jobs, but their passion may be missing. Learn more; read our blog.
Read about Podcast Movement 2016, a third-year event billed as the largest gathering of podcasters in the world. Read, share and bookmark our blog.
Read highlights from Yale School of Management’s Customer Insights Conference 2016, including new theories on customer behavior. Read, share and bookmark our blog.
Creating marketing experiences that consumers care about, engage with. and share with their own followers was the theme of Modern Marketing Summit 2016. Read more.
Listen to what Holland Cooke says about our podcast shows. Subscribe to Cooke's newsletter, listen to our podcasts, and bookmark, share and read our blog.
Our podcast division, Collisions, thanks everyone who made the Distraction podcast launch so special. Read more.
Magic resides in our work and play, but most especially inside the essence of everyone here. Read about how we got the word out about an indie movie about autism.
It is important to understand how Millennials think about and use the media in which you are marketing to them - not just what it offers advertisers. Read more.
The radio industry has gone through challenging times, surviving the growth of other media. Yet local radio still plays a significant role in our society. Read more.