RadioActive Media : Marketing, Promotions and Advertising: Radio, Television, Magazine, Internet.

800-599-RADIO | Text DR Radio to 511-511 | 714-787-0101 International

By Steve Pollak

Some radio stations are promoting HD Radio like it’s a new medium for radio, but it isn’t. HD radio allows AM and FM radio stations to switch to digital broadcasting from analog broadcasting. Basically HD radio upgrades terrestrial station‘s signals so that AM stations have a sound quality like FM stations and FM stations have a sound quality like a CD.

It is being compared to satellite radio where new programming and new opportunities for radio will occur, but that’s not what is happening. HD radio is more like HDTV which did not promote new programming; just clearer signals. Cable TV is what brought in new programming and content to television.

HD radio offers song title and artist information and tagging for later purchase on iTunes. While the sales of HD radios are increasing and more vehicle manufacturers are offering the radios as standard equipment in new cars, only 1.3 million total had been sold by Dec. ’09. Consumers can get HD radio when they download free station apps.

Currently there are no ratings available for HD stations and radio reps are using these stations as “add-ons.” Radio station ad sales have any pricing for HD radio. Instead, stations and their websites promote their latest iPhone apps or that they are streaming their content on their sites.

Radio stations need to change their focus from thinking of HD radio as a medium and realize it’s a technology. Like satellite TV added broadcast stations to its offerings, satellite radio should add the best radio stations to their roster and share revenue. Notice that Clear Channel’s KIIS Channel is an example of that which airs Ryan Seacrest’s show.

If terrestrial stations are viewing satellite radio as a threat, they need to put more effort into improving programming on current AM and FM stations, whether digital (HD) or analog.

I think in the next couple of years it will be hard to find an HD radio for sale. What are your thoughts on HD Radio?

@radioactivemed

800-599-RADIO | Text DR Radio to 511-511 | 714-787-0101 International

By the RadioActive Media Team

Yes, it’s only July, but in the retail world, it’s already the end of the year. Now, is the time to get your advertising for 4^th quarter completed and booked. If you haven’t started, don’t waste any more time.

During the 2009 holiday season retailer Target used radio for the first time. They relied on live reads from their newspaper circular by local on-air personalities. In 2009 Target didn’t use coupons and since newspaper circulation is going down, they chose to use on-air personalities to flesh out their newspaper circulars by talking about seasonal activities like buying some holiday lights, making dinner for the family, buying gifts for family and friends. These are all everyday things we all need to buy and we all need to do. Target gave up their creative control to these local on-air personalities. The result was Target moved product better than before.

You may not have $10million to spend on your 4^th quarter advertising, but whatever your budget, RadioActive Media can design the best radio campaign to move your product or service to your target audience. We are experts in the power of on-air personalities and have used them to benefit our clients.

Don’t waste any more time thinking about your 4^th quarter campaign – contact Jeff Pollak at 800/559-RADIO (7234) and learn more about using radio personalities to deliver your message.

@radioactivemed

800-599-RADIO | Text DR Radio to 511-511 | 714-787-0101 International

By the RadioActive Media Team

The right promotion will impress an advertiser’s audience, increase visibility, connecting it by association with stations, concerts, contests, or other events. At RadioActive Media we are adamant that a promotional campaign deliver 3-4 times the media investment. A client spending $100,000 to participate in a media event should expect a great return, around $300-400,000, on that commitment. It takes experts to evaluate and negotiate packages of tremendous value.

The team at RadioActive Media participates in creating packages in concert with radio stations. They look at events and contests for possibilities. Often canned station packages won’t provide enough value, aren’t appropriate or creative enough to explore all the potential added value.

If a station has a booth at an event, how can leads be generated for the advertiser? Can brochures be given out at the booth? Can visitors sign up for giveaways, expressing their level of interest for the product/service?

If there’s a concert, how about on-screen exposure and sponsor messages at intervals?

Obviously every client and opportunity has to be carefully matched and their entire program developed and planned extensively. With that said, let’s go ahead and look at many of the options for campaign inclusion.

While the rules for sweepstakes have caused stations to be leery of collecting audience information to pass through to advertisers, it’s absolutely possible and easy to encourage visitors to receive discounts, coupons, prizes or other benefits when they go to either the station or advertiser website and give permission (opt-in) for additional messages.

Stations can do emailings to their own subscribers, or promote on their Fan Pages. Advertisers should expect promos for participating as sponsors in contests. Speaking of social media, there are a myriad of opportunities for expansion of exposure in promotion on Twitter, Flickr, YouTube, to name a few.

When stations use other media like print or TV, they can feature sponsors. Many times they’ll have spots voiced by talent at no additional charge. Inclusion in press releases and mentions in appearances by promotion teams are more great examples of stretching value. “Bumpers” or audio messages going into commercial, news and other station breaks kick the impression level up another notch.

New opportunities are expanding. Stations have iPhone apps. Sirius XM provides offer codes to pad displays. Radio ads have calls-to-action that ask consumers to text message which can generate text, audio, video responses and coupons. Driving traffic to websites is just the beginning of what’s possible.

To learn more about how radio promotional campaigns can be developed into spectacular successes for consumers and advertisers alike, reach out to Jeff Pollak at 800-559-RADIO (7234), text DR RADIO to 511-511.

@radioactivemed