using radio to boost your brand.
                                                                              radio’s rol...
today we’ll cover:


               1. what is branding

               2. how radio is built to aid brand recognition

  ...
what is branding?




                         using radio to boost your brand.
Monday, May 24, 2010
what is branding?

              a brand is a promise to potential clients
                       (you must deliver each a...
the secret formula




                          using radio to boost your brand.
Monday, May 24, 2010
a brand is like a box of chocolates
                          (no, not like Forest)




    1. the appeal

    2. the good...
a brand is like a box of chocolates
                          (no, not like Forest)



                                   ...
the appeal
                       your outer shell:

                       • business name • building

                  ...
the goods

                       your passion:

                       • product           • warranties

                ...
the flow

                       how they get to the goods:

                       • customer service

                   ...
if a brand falls in the forest….
                           (should it have used a sound?)




   information delivered vi...
“like a good neighbor _______ _______ is
                            there.”




                                    using...
“the best part of waking up is ______ in your
                           cup.”




                                   usin...
when you filled in the blanks ……




                       did you sing the
                            song?

           ...
radio’s role in your marketing mix

                       1. radio is present in your
                          everyday ...
the “theatre” of the mind




                                       using radio to boost your brand.
Monday, May 24, 2010
the “theatre” of the mind




                                       using radio to boost your brand.
Monday, May 24, 2010
real life example: 3.7 DESIGNS




                             using radio to boost your brand.
Monday, May 24, 2010
real life example: 3.7 designs



     problem #1: how do you showcase their product over
     the radio
     in a busines...
real life example: 3.7 designs

       the solution: focus on the “the flow”, not “the goods”

       1. decide on a brand ...
real life example: 3.7 designs

       the solution: focus on the “the flow”, not “the goods”

       1. decide on a brand ...
real life example: 3.7 designs



                   did it work? have they seen any results?




                        ...
so what have we learned?


• branding boils down to building trust

• branding must carry into every touch point

• radio ...
let’s keep the conversation going.


                       KStuef@gmail.com

                          @KyleStuef

      ...
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Radio Branding For La2 M, Kyle Stuef, May 2010

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Branding is a concept that sometimes gets boiled down to a fancy logo and a pleasing color scheme. In reality, it's much more than that. Branding encompasses EVERYTHING that your potential clients and customers come in contact with. From the way that you answer your phones, to the way that you sign your emails, your brand carries into many arenas. In today's increasingly digital world, is there a place for your brand on radio? Not only is there a place, but Kyle will explain why radio is an important part to bringing your brand to the world, and one of your strongest brand cues.

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Radio Branding For La2 M, Kyle Stuef, May 2010

  1. 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. 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. 3. what is branding? using radio to boost your brand. Monday, May 24, 2010
  4. 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. 5. the secret formula using radio to boost your brand. Monday, May 24, 2010
  6. 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. 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. 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. 9. the goods your passion: • product • warranties • service • quality • pricing using radio to boost your brand. Monday, May 24, 2010
  10. 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. 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. 12. “like a good neighbor _______ _______ is there.” using radio to boost your brand. Monday, May 24, 2010
  13. 13. “the best part of waking up is ______ in your cup.” using radio to boost your brand. Monday, May 24, 2010
  14. 14. when you filled in the blanks …… did you sing the song? using radio to boost your brand. Monday, May 24, 2010
  15. 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. 16. the “theatre” of the mind using radio to boost your brand. Monday, May 24, 2010
  17. 17. the “theatre” of the mind using radio to boost your brand. Monday, May 24, 2010
  18. 18. real life example: 3.7 DESIGNS using radio to boost your brand. Monday, May 24, 2010
  19. 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. 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. 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. 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. 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. 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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