Creating effective campaigns

When you use radio beyond the conventional advertisement stop set, your brand radically increases its chances of achieving results far beyond expectations.

Two recent developments speak further to the ineffectiveness of lengthy stop sets and the effectiveness of non-traditional radio marketing.

The first was Entercom’s gamble to experiment at a Seattle radio station with fewer ad slots per hour and shorter stop sets as well. The intent, of course, would be to draw listeners with more programming, and in turn appeal to advertisers via a larger engaged audience. At the same time, advertisers are questioning more than ever the ROI of their messages appearing at the tail end of long stop sets. Good for them.

The other development was a random poll CRN conducted in which a majority of 75 marketers said they feel a combination of non-traditional advertising tactics such as branded content and promotions generate stronger results for their brands.

Think of these non-traditional marketing tactics as the antithesis of conventional radio. They take salient product communication points and place them inside programming segments when consumers are actively listening to radio. Radio as a marketing medium works here because it provides listeners with compelling communication they seek, enjoy and believe.

When working properly, this strategy accomplishes three things: (1) it removes the message from the clutter of many ads; (2) it creates the right content to capture listeners’ attention when they are primed for it; and (3) it effectively helps consumers engage and relate to the brand, hopefully to buy something. We’ve seen time and again how this avenue of translates into consumer response.

Good companies spend lots of money on radio advertising – in the billions of dollars – with the optimism and confidence you’d give any medium that delivers 244 million Americans every week. Their expectations should be high.

CRN uses radio differently—way beyond advertising. By taking brand messages out of the stop set and delivering them to consumers in ways they want to hear, we are able to change consumer behavior, make people fall in love. That’s the power of radio.