Showing posts with label Interactive Radio. Show all posts
Showing posts with label Interactive Radio. Show all posts

Wednesday, June 11, 2014

Guest Commentary On Radio's Engagement Goals

Lately, every time I click on something, especially a link on Facebook, I have to sit through a commercial that's up to 30-seconds in length.  It's getting rarer and rarer that you get an ad where you can bail out after 5-seconds.

Yesterday, I wanted to stream a station and was greeted with a 15-second spot for the Washington Lottery.  But the stream died and I had to restart it, only to hear that exact spot again.  Without getting into all the reasons why, I had to hear that exact commercial 6 times within 5 minutes.  UNCLE!

Not all, but a lot of these ads are being bonused to stations' best advertisers.  So, if we're GIVING them away, why not stick to the shortest ones -- the 10s?  I've seen them cross my desk and it is frequently the option of the AE to select which spot the station can use. 

Have we reached a time when the sales department no longer thinks about the listener and what used to be part of what we called Listener Fatigue?  The Internet is not like a radio station where the listener knows he/she is waiting for music and can turn the radio down, mentally tune out, or literally tune out.   But when people click onto a link on the Internet, it's literally in your face.  You're sitting at a computer monitor or tablet with your nose pressed against a video screen, so it's difficult to escape the ad without shutting down the browser.  On top of that, you're liable to get the exact same ad over and over if you are clicking around to various sites.  I can't believe that leaves an impression that the advertiser wanted.

To me, there's no longer anything that is worth sitting through a 30-second spot in my face.  More often than not, I say, "Forget it," and go back to what I was doing. 

Doesn't it seem like a good idea to drop a cookie into the person's browser to let the advertisers know they've already made their point and to give the listener a break for a change?

  -- Jon Badeaux

PS:  When I first left BP Consulting Group back in the mid-90s and went back on my own as a consultant, Jon was my first associate and I still worship his intelligence and integrity, as do many of A&O&B's long-standing clients.

Tuesday, June 10, 2014

Managing Engagement

When Clarke Ingram was PD of KRQQ/Tucson he remembered the old radio programming saw "the more times you say your call letters, the higher your ratings will be."  So, he mandated that his personalities say "K-R-Q" a minimum of 60 times per hour and the station hit a TEN share.

PPM, of course, has changed the metrics in larger markets, but Lord Kelvin's maxim ("If you can't measure it, you can't improve it") still holds true with smart programmers.
  • Want to improve the time listeners spend with your radio station?  Figure out how many occasions your average fan spends with you and create ways to grow that number.
  • Want to build your email database?  Figure out why your current list subscribed and do more of the things - free concert tickets, discounts on valued planned future purchases, learn how to buy the best seats in advance.
  • Want to improve the level of engagement your social and text fans have with your radio station?  It's tempting to begin counting the responses from listeners in answer to questions you post and ask more of those same questions day after day.  
That can grow your numbers short term, but it also will dilute the authentic character of your personality images, making the kind of social interactions you have more like the very same kind everyone else you compete with also has.

Just like a political candidate, it is important to resonate with the values of your target if you hope to win the election.  But, taken too far, everyone stands for the same things, making some positions and content too generic to build memorability and loyalty.

Before starting a count of anything, the savvy programmer figures out what makes each personality unique and appealing to the largest numbers of target listeners, coaching to improve the quality and consistency of those moments.

That way, as engagement stats build, so does the stickiness of each voice on the radio station on all available touch points.

Thursday, June 05, 2014

Allow Me To Propose One More Initial

I admire Cox Radio for the way it operates and manages its radio stations as indicated by the titles it uses for programming executives and it was great to see the Drew Bland's appointment this week in Orlando as further evidence of it.

What used to be called a "PD" is now "B&P," and I'll bet it won't be long until that position gets another letter:  "BP & E."

Today's radio programmer certainly protects the brand, spending a lot of time improving programming, but the importance of new media can't be understated as well.

A big part of today's "B&P" job is also overseeing, encouraging and perfecting all forms of listener engagement as well.

Monday, July 11, 2011

Bye Bye Alarm Clock (Another Reason That Smart Phone Needs A Radio In It)

Smartphones and tablets, loaded with features and apps, are replacing other technology devices for many consumers, according to a recent mobile survey conducted by Prosper Mobile Insights™ among smartphone and tablet users on their devices.

A majority of smartphone/tablet users say their mobile device has replaced a traditional alarm clock (61.1%) and a GPS device (52.3%). 4 in 10 smartphone/tablet users say their mobile device has replaced a digital camera (44.3%), a personal planner (41.6%) and a landline phone (40.3%).

More than a third no longer need a separate MP3 player (37.6%) or a video camera (34.2%).

The mobile survey included 149 smartphone and tablet users from the SSI Panel who completed the survey on their devices.

The survey was collected from 6/22 - 6/27/11. 41% of the sample was male while 59% was female, and the average age of the sample was 39. The data reveals that many consumers are replacing “older” technology devices with smartphones and tablets, and the majority would be comfortable using their smartphone or tablet like a credit card to make purchases in a store.

Monday, December 06, 2010

No Exceptions? (smile)

I applaud stations which have a strict "no personal phone calls while you're on the air" policy for air talent. Personal emails, txt's, Tweets, Facebook updates, etc too.

That's because a successful personality simply must wade into all of those pools to mine content for on air use if a station hopes to keep today's listener fully engaged and interactive. You can't be fully involved with listeners if you're chatting with your family and friends.

However, at a client station recently, the reception desk may have carried things a bit too far.

After a midday personality who will remain nameless here got off the air recently, she received a phone message that said:
"Taylor Swift called and wanted to talk to you, but I told her that you were on the air and couldn't be disturbed."

New rules: interrupt me for superstar calls, but only after you've administered the "are you REALLY???" test to the caller.

No one ever said that being at the switchboard at a successful country radio station was going to be easy.

Wednesday, September 22, 2010

If Canada's Cultural Institutions Are Coming Undone, Who's Next?

At the moment, Canadian listeners are still unable to listen to the streams of most American radio stations owned by major broadcasters or the CMT site from Nashville due to "rights" issues.

How much longer can border barriers on any country's unique content like those hold up in the face of a huge global market and the money it represents?

If Ottawa lacked the will to do it, who does?

Much as I dislike the growing power of a small handful of media conglomerates, the agenda was set when the CRTC ruled the internet was outside of its jurisdiction. In that one fateful decision the future of Canada’s cultural institutions was decided on. The new world of unregulated media no longer is obligated to support Canada’s cultural institutions and without funding its Lady Gaga and Hollywood all the way to the bank.

For those that can remember a more giving time it is easy to wax nostalgic and cry a river over the loss of a Canada past, but in reality that Canada passed us by some time back. We just failed to take note of the fact. For good, bad or worse, protectionism is off the table, global influences are pervasive and unfettered capitalism is now democracy’s ungiving dictator.

-- David Farrell

Tuesday, March 23, 2010

Don Snyder, We All Owe You

The Internet Sales Manager for RadiOhio "had it" after a barrage of inquiries about banners and cheap CPM's.

So, he created a website for the use of his sales team that explains the weaknesses of traditional banner-only advertising vs. a well-planned and executed campaign designed to deliver real and measurable results. (click to check it out)

After all, at the end of the campaign will your client have preferred to spend their marketing dollars on Banners or Buyers? - Don Snyder

Wednesday, February 10, 2010

The Interactive Media Action Plan

A&O is delighted to have Daniel Anstandig, recently recognized by Billboard Magazine as one of the top five innovators in media and the President of McVay New Media addressing our Pre-CRS client seminar on Tuesday, February 23.
“In 2010, the difference between hitting your budget and not hitting your budget will be interactive advertising. Many of our clients have rewritten job descriptions of key managers in the organization, revised bonus structures to include interactive audience and revenue benchmarks, and adjusted programming and promotions to include on-air and online elements together. Program Directors have been transformed into brand managers. Sellers have been transformed into Client Solutions Specialists, developing marketing plans for their clients that include on-air, online, and on-the-go (mobile) components. The bottom line is that we are still in the business of selling access to audience, whether the audience is on the other side of a radio, computer screen, or mobile phone/PDA.”
...one more reason to RSVP now!

Monday, November 02, 2009

How Often Do The Members Of Your Database/Social Networts Interact With You?

Once a week?
"New media users overwhelmingly believe companies or brands should not only have a presence in new media (95%) but also interact with their consumers (89%). The majority of consumers are still seeking out companies and brands on traditional Web sites (58%) and through email (45%), but anywhere from a third to a quarter of consumers want to interact with companies and brands in social networks (30%) and via online games (24%)."

Almost 80 percent (78%) of new media users interact with companies or brands via new media sites and tools, an increase of 32 percent from 2008 (59%). And, the frequency of interaction is increasing, too, with more than a third (37%) of users engaging companies or brands via new media at least once per week (up from one-in-four last year). These are among the findings of the 2009 Cone Consumer New Media Study, which explores consumers’ interactions with brands, their engagement with corporate responsibility practices and their support of social and environmental issues.

For more: Andrea List (617.939.8418)

Tuesday, May 26, 2009

Three Days, Interacting About Interactive Media

* “...a newspaper rep calls me, they don’t understand how I think. Basically, I ran a couple of ads with you, and got no response. Now I have moved on.” -- Jerome Fowlkes, managing member, Broadlands, LLC

* "Some of the broadcast advertising has come with a Web site complement. The Web element is well worth the money. It has the best tracking mechanism. -- Valerie Passwaiter, assistant marketing manager for Northwest Federal Credit Union

* "Interactive revenue will be 22% of local ad revenue by 2013, and most of that comes out of newspaper.” -- John Kelsey

When the agenda promises "leading new media experts share their insights and strategies for broadcasters, newspapers companies and cable operators to assure near and long term success in a transformed media marketplace...," you just assume that recaps of the best sessions will be blogged and steamed online and indeed BIA and The Kelsey Group have done just that for last week's meeting, well worth a click and a thorough read!

Tuesday, May 19, 2009

Interactive Radio Engagement Goes Mobile


Keep an eye, ear and a dialing finger on what engineer Joe Harb has talked Seattle's Sandusky stations into beta testing for his company, QUU (pronounced "cue").
"By adding the interactive element to your radio spots such as voting polls, station promotions, or concert ticket giveaways, your station not only informs listeners of your products and services, but provides them a way to instantly partake in the events," he says.