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

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

By the RadioActive Media Team

Marketing Technology Products to Senior Consumers

When the 2010 census becomes available, does anybody not believe that Seniors will grow into one of the larger if not largest demographic group?

According to the 2000 census, adults 50+ made up 30.4% of the population or 93 million plus.  What will the 2010 census bring? Are you marketing your products and services to this diverse group?

Forget preconceived ideas regarding Seniors and their purchases.  Cell phones and iPads have changed Seniors’ perceptions of technology.  Technology is getting easier to use and more affordable. E-readers like Amazon’s Kindle offer magnification of the written word. Digital cameras, GPS devices such as Garmin and Tom Tom are gaining in popularity among the senior demo.  Golf GPS handheld devices are another example of technology being used by Seniors.

Radio and radio personalities are tried and true methods to reach Seniors.  Live reads by a trusted and respected source can go a long way in introducing a product.  Ease of use features rather than the gadgets themselves might be a better creative approach when marketing technology.  A well-respected senior talking about their use of a newfangled technology and how it makes their life better is powerful marketing.

If you think you may be missing an opportunity to reach a dynamic and growing segment of the population, call Jeff Pollak  at 800-559-RADIO (7234) or by text DR RADIO to 511-511.

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

By the RadioActive Media Team

What makes one radio direct response campaign successful and another one not so much?  It if was a formula, every campaign would be the same.  In our experience at RadioActive Media, the difference is all about:

Strategy First

This may sound elementary.  Too often clients want to discuss tactics which include the markets, stations, radio personalities, etc. without first defining the strategy.  The strategy should be the Who and the Why. Who are we targeting (beyond age and gender) and Why are they the best prospect?  Are there secondary groups that with a slight change we could increase their interest? This is also the time to think beyond traditional methods and get creative in exploring opportunities such as co-op advertising and remnant advertising.

Tactics Follow

Now that we know the Who and Why we can begin to plan the Where, What and When.  Where encompasses many choices such as national vs. local market selection or radio formats. What can also include commercial length, radio text messaging, live reads, and sponsored radio programming. When is giving sufficient time (we recommend minimum 13-week schedules) to grow the campaign.

Tracking and Enhancing the Results

Tracking needs to be part of the Strategy and Tactics discussions. Direct response advertising has the built-in concept of testing to keep initial costs down while various parts are being tweaked. Consider real-time measurement reporting by using radio campaigns with text messaging.

How RadioActive Media Can Help

Contact Jeff Pollak at 800/599-RADIO (7234) or text DR Radio to 511-511 800-559-RADIO (7234) for a free consultation where we can talk strategy, tactics and tracking for your business.

@radioactivemed

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

By the RadioActive Media Team

The pros have some great advice for advertisers and media planners regarding their strategies during the ongoing political campaign season. Rates have been increasing with economic recovery according to industry sources like Radio Ink. Concerns about inventory due to candidate campaigns, issues and committees, while regional in nature, are pretty extensive and real. You can’t plan too early.

“Think about the environment in which your spot will run,” says Mary Beth Garber, President of the Southern California Broadcast Association, when it comes to media planning during political campaigns this year. Advertisers might think “My spot is going to die. Let me put it on the radio.”

Garber makes a great point when she says inventory pressure will be great on TV, making radio look attractive.  While Garber’s focus is the Southern California market, others say to extend that look on a regional basis for the hottest campaigns in battleground states like Missouri, Pennsylvania, Illinois, Texas, Florida, and Minnesota as well as in California. Of 36 Gubernatorial races, only a few are not expected to be tight.

The political window for campaigns to receive the lowest 52-week rates started in mid-April for June races and resumes 60 days before the November election. The Supreme Court ruling opened the door for large coffers of spending by Political Action Committees (PAC) and Independent Expenditure Committees (IE) and others like teachers’ unions. Sam Hassell of Salem Radio Networks talked about these races affecting media planning in our Political Season Planning Part I.

In California, “we haven’t begun to scratch the surface of the Senate race,” according to Garber. “If Barbara Boxer has any challenge, 100 PACs will come out of the woodwork.” Inventory for 35+ and certainly over 50+ will be in greatest demand as those are audience known to vote.

“It may seem like “wall-to-wall commercials” come November, so Garber’s advice is to “start early.”

Contact Jeff Pollak at 800/599-RADIO (7234) and we can discuss the many ways we can help with you media planning during the political season.

@radioactivemed

The purpose of the program: to find information about DR programs (and the frequency of any alerts)
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Text STOP to cancel alerts
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