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LA2M - Radio Branding
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LA2M - Radio Branding

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How can radio advertising help build your brand? Why is radio a medium that is built for emotional, strong connections to your company?

How can radio advertising help build your brand? Why is radio a medium that is built for emotional, strong connections to your company?

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  • 1. using radio to boost your brand. radio’s role in your marketing mix. Microphone Image Courtesy of: Salvatore Vuono / FreeDigitalPhotos.net Kyle Stuef Ann Arbor Radio May 19, 2010 Monday, May 24, 2010
  • 2. today we’ll cover: 1. what is branding 2. how radio is built to aid brand recognition 3. why radio works with your marketing mix using radio to boost your brand. Monday, May 24, 2010
  • 3. what is branding? using radio to boost your brand. Monday, May 24, 2010
  • 4. what is branding? a brand is a promise to potential clients (you must deliver each and every time) a brand is a handshake (and weak handshakes suck) a brand crafts how they feel about you (disconnect breeds distrust) using radio to boost your brand. Monday, May 24, 2010
  • 5. the secret formula using radio to boost your brand. Monday, May 24, 2010
  • 6. a brand is like a box of chocolates (no, not like Forest) 1. the appeal 2. the goods 3. the flow using radio to boost your brand. Monday, May 24, 2010
  • 7. a brand is like a box of chocolates (no, not like Forest) the goods the appeal the flow using radio to boost your brand. Monday, May 24, 2010
  • 8. the appeal your outer shell: • business name • building • logo • signage • website • reputation • business card • advertising using radio to boost your brand. Monday, May 24, 2010
  • 9. the goods your passion: • product • warranties • service • quality • pricing using radio to boost your brand. Monday, May 24, 2010
  • 10. the flow how they get to the goods: • customer service • sales representatives • purchasing experience • you using radio to boost your brand. Monday, May 24, 2010
  • 11. if a brand falls in the forest…. (should it have used a sound?) information delivered via music is learned up to 60 times faster & retained up to 100 times longer than the same information delivered by speech alone. according to a Cambridge University study, 2003 using radio to boost your brand. Monday, May 24, 2010
  • 12. “like a good neighbor _______ _______ is there.” using radio to boost your brand. Monday, May 24, 2010
  • 13. “the best part of waking up is ______ in your cup.” using radio to boost your brand. Monday, May 24, 2010
  • 14. when you filled in the blanks …… did you sing the song? using radio to boost your brand. Monday, May 24, 2010
  • 15. radio’s role in your marketing mix 1. radio is present in your everyday life 2. radio is an active media 3. radio lends itself to brand recall 4. the “theatre” of the mind using radio to boost your brand. Monday, May 24, 2010
  • 16. the “theatre” of the mind using radio to boost your brand. Monday, May 24, 2010
  • 17. the “theatre” of the mind using radio to boost your brand. Monday, May 24, 2010
  • 18. real life example: 3.7 DESIGNS using radio to boost your brand. Monday, May 24, 2010
  • 19. real life example: 3.7 designs problem #1: how do you showcase their product over the radio in a business that it so focused on design, shouldn’t you show designs? problem #2: how do you demonstrate knowledge they want a website that looks good and works. period. using radio to boost your brand. Monday, May 24, 2010
  • 20. real life example: 3.7 designs the solution: focus on the “the flow”, not “the goods” 1. decide on a brand promise 3.7 DESIGNS is a design firm who is accessible to their clients 2. make a brand promise you’ve been burned before, 3.7 DESIGNS will take care of you 3. deliver on a brand promise once they walk in the door, give them what they ask for using radio to boost your brand. Monday, May 24, 2010
  • 21. real life example: 3.7 designs the solution: focus on the “the flow”, not “the goods” 1. decide on a brand promise 3.7 DESIGNS is a design firm who is accessible to their clients 2. make a brand promise you’ve been burned before, 3.7 DESIGNS will take care of you 3. deliver on a brand promise once they walk in the door, give them what they ask for using radio to boost your brand. Monday, May 24, 2010
  • 22. real life example: 3.7 designs did it work? have they seen any results? using radio to boost your brand. Monday, May 24, 2010
  • 23. so what have we learned? • branding boils down to building trust • branding must carry into every touch point • radio is built for delivering your brand using radio to boost your brand. Monday, May 24, 2010
  • 24. let’s keep the conversation going. KStuef@gmail.com @KyleStuef www.linkedin.com/in/kylestuef using radio to boost your brand. Monday, May 24, 2010

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