Millennial myth busting, part 2: They only shop online

Posted by Katherine Ide on Mar 28, 2016 6:21:08 PM

This is part two of a series on Millennials and Marketing.  If you haven’t read part one: Millennial Myth Busting:  Worst. Generation. Ever?click the link and read that first. 

In the first article around Millennial Myth Busting, we discovered these key ideas that lay the foundation for our new approach to marketing to the largest generation in US History:

  1. Millennials are between 18 and 35 years old
  2. They don’t really care about things the same way you do
  3. They want a different approach to life and to stuff and ...
  4. They have the largest consumer power of any generation in the history of the world

In this article, we are busting one of the biggest myths surrounding the tech generation:  They Only Shop Online!!  That is something you’ve heard quite a bit, right?  Well, let’s dig a little deeper and see how much of that is true and, if you are in the business of getting someone to walk into a retail location, you might just need a little change in the way you talk to your newest Millennial customers.

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Topics: millennial

What we're reading this weekend

Posted by Amber Nettles on Mar 25, 2016 4:36:36 PM

In this occasionial series, the Radio Works staff share links and documents they've come across recently that they've put on their "to read" list for the weekend. Do you have a link to share? Submit in the comments!

Radio and media news

How Much Are The CBS Stations Worth? (RadioInk)

"S&P Global Market Intelligence senior research analyst Justin Nielsen says based on a 7x or 8x cash flow multiple, a sale of the CBS station’s could yield $2.8 billion to $3.2 billion."

Radio's digital dilemma (JacobsMedia)

"The past several years have ushered in an awkward, and often challenging time for broadcasters.  On the one hand, many have responded to the inevitable pressures posed by digital media by retrenching, developing, and adapting.   With each passing year, radio companies – commercial and public – have invested in assets from streams to apps to podcasts to social media – with varying results."

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Topics: digital, advertising, friday roundup

Millennial myth busting, part 1: Worst. Generation. Ever?

Posted by Katherine Ide on Mar 23, 2016 4:52:28 PM

Strong, independent thinkers who are not slaves to the work week and whose value system are not based on "sameness."

Sounds exactly like the kind of kid you would want to raise, right? Well, as a society, we did that and now we’re trying to figure out if our Dr. Frankenstein strategy worked – or will the generation known as "Millennials" turn out to be the monster that crushes the commerce system we have so carefully built?

If you are reading this, and you are a Millennial, you hold an enormous amount of power. You are the single largest living generation and the baby boomers are dwarfed by your sheer numbers and purchasing power.  They are also terrified of you because:

  • They don’t understand why you want to be more connected but live a more simplified life. 
  • They don’t understand why you love buying things, but don’t feel the need to stick with one brand over another. 
  • They don’t understand why you both love to cook natural foods but will still visit fast food restaurants regularly. 
  • They don’t understand why "Because I told you so" is not something you immediately trust. 

So, if you are in this generation, you can be excused from this series while we try to break down some mental barriers and help good, honest people find better ways of communicating with you.

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Topics: millennial

Creative Works: Haydel's Bakery

Posted by Amber Nettles on Mar 21, 2016 6:12:00 PM

In our occasional series, "Creative Works," Entercom staff talk about recent successes and the evolving media landscape. Today’s Creative Spotlight heads to New Orleans, where we speak with SmartReach Digital sales manager Brandy Carter and WWL Acount Executive Kacy Wainwright about their award-winning advertiser program for Haydel's Bakery.

 
Creative Works:  Haydel's Bakery  
Who: Brandy Carter Digital Sales Manager/Kacy Wainwright WWL Account Executive
Where: New Orleans
What: Lead Generation & Consumer Engagement
5 Enter-to-win contests: Free King Cakes for a Year  2014, 2015, 2016; Fanalicious Giveaway; Hay-delicious Holiday Giveaway
 
Q: When and how did you join Entercom, and what do you do?
A: "I [Brandy] joined Entercom New Orleans in September of 2008 as Director of Strategic Sales & Marketing/ Digital Sales Manager. I have been a Digital Sales Manager with SmartReach Digital since March of 2014."

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Topics: radio, creative works, advertising, Branding, restaurant

Guest post: Activate your event sponsorship with radio and digital

Posted by Amber Nettles on Mar 16, 2016 5:20:42 PM

Today’s post is by Michael Doyle. Regional President of Entercom Communications. He is responsible for the day-to-day operation of 13 of Entercom local business units, and SmartReach Digital.  A 16-year employee of Entercom, he has been running events since his college days in the 1970s and understands the importance of introducing Fans to Brands to maximize advertiser results.

The growth of event sponsorship in North America, along with the growth of media companies creating and managing events, creates a convergence of opportunities for event sponsors. The traditional approach to events has been focused on the combination of media exposure and on-site exposure for sponsors.

Savvy marketers have for years focused on both pre-event and post-event activation for their sponsorships. It’s not enough to touch the people on the ground at an event, you have to engage and activate these consumers to really gain value from your sponsorship dollars.

Entercom Communications has been offering sponsorship opportunities to partner companies for years. Whether festival or concert events like Rockfest in Kansas City to Kerfuffle from Alternative Buffalo, large-scale events offer a way to interact with some of the hardest-to-reach consumers.

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Topics: radio, digital, event

What we're reading this weekend

Posted by Amber Nettles on Mar 11, 2016 5:38:25 PM

In this occasionial series, the Radio Works staff share links and documents they've come across recently that they've put on their "to read" list for the weekend. Do you have a link to share? Submit in the comments!

Radio and media news

John O’Connell: The 5 Biggest Challenges Launching a New Radio Station (JacobsMedia)

"In this week’s “Guest List,” we’re taking a deeper dive into what goes into putting a new radio station on the air in 2016. Veteran programmer John O’Connell has a history with great radio stations, having spent time at WBMX/Boston, as well as signing on The Buzz in West Palm Beach for American Radio Systems back in the ‘90s."

Time Spent Listening Online Trending Down (RadioInk)

"If you listened in to the Edison Research/Triton Digital Infinite Dial webinar Thursday afternoon you probably noticed what you might consider some good news for radio. One stat was what looks like a downward trend for online listening. Despite the fact that more people are listening online, they are listening for shorter periods of time."

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Topics: digital, advertising, friday roundup

Using radio, digital and events to create name recognition

Posted by Kathryn Kauffman on Mar 9, 2016 6:21:21 PM

I'm guilty. I’ve done it. “Hey, honey, can you pick up some more {insert generic term here} on your way home?” Whether the product in question is milk, eggs, bread, or some other random ingredient for an upcoming meal, I’ve used a generic product term instead of specifically asking for the brand name I would pick up and purchase. Sometimes “honey” picks up what I want. Sometimes he grabs the cheapest, or most attractive label, or the first one he sees. Therein lies our opportunity to develop a solution.

What happens when a product has been around for a long time but fails to garner name recognition because it is an ingredient rather than the star of the plate? That was the struggle Mezzetta faced. While Mezzetta offers a wide range of high-quality jarred condiment and sauce products, few consumers had name recall. Entercom Radio and Digital rose to the challenge with an integrated campaign focused on name recognition, sampling, and drive sales.

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Topics: digital, Branding, Food & Beverage, event marketing

What we're reading this weekend

Posted by Amber Nettles on Mar 4, 2016 3:10:35 PM

In this occasionial series, the Radio Works staff share links and documents they've come across recently that they've put on their "to read" list for the weekend. Do you have a link to share? Submit in the comments!

Radio and media news

What auto marketers and dealers need to know about their media plans (WestwoodOne)

"According to USA TouchPoints, radio is more effective at reaching buyers who visit an auto showroom. The crucial Friday to Sunday period accounts for 80% of all dealership traffic. During this auto purchase “prime time,” radio’s 84% reach beats all media among 18- to 64-year-olds who visit an auto showroom."

Targeting may be radio's top political ally (Inside Radio)

"Radio has surpassed TV as the nation’s top reach medium—something the industry proudly touts. But in the numbers game of politics, data-driven target-ability is increasingly the currency campaigns rely upon. “It’s better to reach the people that count vs. counting the people you reach,” Kantar Media senior director, Business Development—Political, Steve Passwaiter says."

FCC Sends Out Pirate Warning (Radio Ink)

"The letter says, “Pirate radio operators seek support from landlords or advertisers, including nightclubs, concert promoters, and local merchants. Providing support for such illegal activity could not only damage the reputation of such businesses, but could expose them to FCC enforcement or other legal actions. FCC rules require licensed broadcast stations to identify themselves each hour using their FCC-assigned call signs, as close to the hour as possible. If the station does not identify with a call sign, it may be a pirate operation. If it does identify with a call sign, you can look up the station using the call sign on the FCC’s Consolidated Database System."


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Topics: digital, advertising, friday roundup

Case Study: Kraft Fights Hunger and Drives Retail Traffic with Event Marketing

Posted by Courtney Nix on Mar 2, 2016 5:22:10 PM

Today's post is by Courtney Nix, strategic sales and marketing coordinator for Entercom Corporate.

Today, companies are pouring millions of dollars into events and sponsorships. Event marketing is an effective way to connect with your audience and ultimately increase sales. According to AdAge, events are a great way to build customer relations and generate consumer engagement. They increase brand awareness and generate leads.

To drive sales in Northern California, consumer products company, Kraft, became the national sponsor of the first ever “Kraft Fight Hunger Bowl" at AT&T Park in San Francisco. To localize their presence, Kraft invited local shoppers to enter for the chance to win tickets to the NCAA Bowl Game with a special pre-game party. On air and online radio commercials, direct-to-consumer emails and mobile marketing drove customers to local grocery outlets to purchase Kraft products, donate to Fight Hunger and enter for the chance to win game tickets.

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Topics: Food & Beverage, event marketing

Creative Works: Embrace Home Loans

Posted by Amber Nettles on Feb 29, 2016 7:19:09 PM

In our occasional series, "Creative Works," Entercom staff talk about recent successes and the evolving media landscape. Today’s Creative Spotlight heads to Norfolk, where we speak with advertising executive Bridget Guthrie.

Bridget says:

"Embrace Home Loans entered the market in 2015 looking to make their mark in the mortgage world in Hampton Roads. Looking to reach first-time home buyers and refinance candidates, Embrace Home Loans chose the #1 station in the market, WVKL (95.7 R&B). Furthermore, Embrace Home Loans has strategically taken advantage of Entercom Norfolk’s on-site booth opportunities at a Williamsburg Winery concert with a sister station, and a lifestyle bridal expo with the Entercom Norfolk Cluster. Embrace Home Loans is a savvy partner, dedicated to their clients and their advertising campaigns, and exceptional on-site at events."

Q: When and how did you join Entercom, and what do you do?

A: "I started in May of 2012 after wrapping up my degree from Old Dominion University in Communications and Marketing.  Entercom was my second interview after graduating.  I saw an opportunity to create, grow, hustle, interact with various industries, and grow my love for marketing as I learned the fun world of radio." 

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Topics: radio, creative works, advertising, Branding, Financial

Case Study: Bourbon and Bacon Festival

Posted by Josh Pearlman on Feb 25, 2016 3:49:34 PM

Today's post is by Josh Pearlman, director of national promotions and events for Entercom Corporate.

Case Study: Bourbon & Bacon Fest Portland

When it comes to Food categories, Bacon is still sizzling in 2016! 

What is Bourbon & Bacon Fest?  It’s a chance to sample a full array of cured meats and smoky, pork treats from local and regional producers, pairing them to the premium American whiskeys at a personal pace. Plus, enjoy sips of bourbon from distilleries large and small and tastes of bacon from tried-and-true to ways you’d never expect!  In 2016, the event has grown to 7 markets nationwide.

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Topics: Food & Beverage, event marketing

Father John answers 'What's for dinner?'

Posted by Kathryn Kauffman on Feb 22, 2016 7:14:53 PM

While some markets are still buried with cold and snow, the weather is starting to warm up in Austin, Texas. That means grilling season is just around the corner. Even though grilling comes to mind, the constant question of “What’s for Dinner” is still asked. Radio and digital can help consumers decide.

Here is a good example of a campaign that has the ability to answer this daily question. Armed with the knowledge that 61% of women with children listen to AM/FM radio between the peak grocery shopping hours of 2pm – 7pm (Source: 2013.1 USA TouchPoints), Entercom designed a campaign for Father John to capitalize on their buying habits. "Dinner with Farmer John" was a multi-tiered (radio and mobile) marketing concept that targeted a consumer need and provided simple dinner solutions at just the right time!

Monday through Friday during the 4, 5, and 6 o’clock hours, the "Dinner with Farmer John" radio mentions encouraged listeners to stop by the Safeway Meat Department to pick up Farmer John products for dinner that night. On-air messaging delivered a call to action to listeners to text the words “Farmer John” to receive simple dinner solutions sent right to their cell phone. The "Dinner with Farmer John" campaign provided Farmer John and Safeway a targeted way to connect with busy, on-the-go consumers by providing simple, satisfying dinner solutions.

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Topics: radio, mobile, grocery, texting

What we're reading this weekend

Posted by Amber Nettles on Feb 19, 2016 2:29:29 PM

In this occasionial series, the Radio Works staff share links and documents they've come across recently that they've put on their "to read" list for the weekend. Do you have a link to share? Submit in the comments!

Radio and media news

What Every Business Can Learn From The State of The Music Industry to Survive Digital Darwinism (Brian Solis via LinkedIn)

"We live in a time of digital Darwinism, which I define as the evolution of technology and society as it impacts behavior, expectations and customs. With every new device, network, service, platform, et al., behaviors, expectations and even values shift. At some point, your roadmap compared to these shifts is either in alignment or its off course with evolution."

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Topics: digital, advertising, friday roundup

Guest post: Don't be misled. Radio isn't 'over'

Posted by Jim Morales on Feb 18, 2016 4:56:19 PM

Today's post is by Jim "Mo" Morales, director of integrated marketing at Entercom Milwaukee. This content was originally published on MilwaukeeMarketingResults.com.

Not a week goes by where, working with a client or prospective client, they feel compelled to remind me that how “over” radio is and how satellite and the internet are where the action is. I know… where do these people get this stuff from?
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Topics: radio, digital

Case Study: Auto dealership increases sales by 10% year over year

Posted by Courtney Nix on Feb 10, 2016 4:48:02 PM


Now is a great time to be in the auto industry. According to AutoBlog, the industry will reach record sales in 2016. With more than 17.4 million cars sold in 2015, The National Automobile Dealers Association forecasts a 2% increase this year – projecting more than 17.7 million vehicles will be leased or purchased.
Auto dealers and servicers are looking to stand out and capture a percentage of those sales. They are looking to generate leads and build brand awareness. Here's how one Entercom client, Clark Chrysler Jeep Dodge Ram, saw a 10% increase in sales year over year.
 

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Topics: boston, endorsement, Home, Sports marketing

How to promote and sell the best event possible

Posted by Katherine Ide on Feb 8, 2016 5:24:22 PM

It seems like everyone is in the ticket selling game these days.  You can get tickets at the grocery store, at the venue and on hundreds of different websites who specialize in selling your tickets.  But, how do you navigate how to pull off the best event at the most economical price while reaching the biggest possible audience?  In the next few paragraphs, we’ll talk through some things every organization should know about how to promote and sell the best event possible.

Do The Math, the REAL Math

We had a client who asked us to price out ticket sales for their event.  They wanted to sell tickets at $10 per person.  Pretty simple, right?  Well, not so fast.  We priced (using Get My PERKS) the $10 ticket price and the client would have to pay a 4% credit card fee after the negotiated revenue share.  It was simple to understand and simple to execute.  Additionally, the price we advertised was the price each customer paid:  $10.

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Topics: event marketing

What we're reading this weekend

Posted by Amber Nettles on Feb 6, 2016 11:28:19 AM

In this occasionial series, the Radio Works staff share links and documents they've come across recently that they've put on their "to read" list for the weekend. Do you have a link to share? Submit in the comments!

Radio and media news

New research: How radio advertising reaches online ad blockers (Westwood One)

Westwood One commissioned Harris Poll to conduct an online survey of 2,044 Americans in September 2015 in order to better understand online ad-blocking and what it means for marketers.

Amazon hiring comedians, engineers for growing audiio service (Bloomberg Business)

"Amazon.com Inc. is ramping up its investment in podcasts and other radio-style shows to expand the types of programming it offers via Audible, the audio book company it acquired in 2008. Audible has recruited well-known comedians, along with radio and podcast producers for the initiative, and job postings suggest a significant global push. Maria Bamford and Jonathan Katz are taping episodes of “Bedtime Stories,” a show in which comedians rewrite fairy tales, according to their manager Bruce Smith."

Amazon reportedly building a "Spotify-killer"(The Verge)

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Topics: digital, advertising, friday roundup

Why music & lifestyle events matter more than ever to millennials

Posted by Josh Pearlman on Feb 1, 2016 5:48:18 PM

Today's post is by Josh Pearlman, director of national promotions and events for Entercom Corporate.

When it comes to marketing, it’s more critical than ever to have multiple touch points: Brand, digital/social, experiential, e-commerce and more. But did you know that Millenials are fueling the experience economy, according to a recent study by ticketing company EventBrite? At Entercom, we’re highly focused on creating these experiential opportunities with our brands and partners, whether they’re signature music concerts with the hottest acts, sports events that get you up close and personal with opinion makers and athletes who played the game, or lifestyle events that capture our weekend passions.

Need proof in the pudding?  According to Momentum Worldwide, when it comes to Millenials:

  • Brand Love: 89% like brands that sponsor a live music experience (vs. 63% among non-attendees)
  • Brand Trust: 83% trust brands that support a live music experience (vs. 53% among non-attendees)
  • Purchase Intent: 80% buy products from brands that sponsor a live music experience (vs. 55% among non-attendees)
  • Social-Sharing: 80% recommend brands that sponsor a live music experience (vs. 49% among non-attendees)
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What we're reading this weekend

Posted by Amber Nettles on Jan 29, 2016 4:42:51 PM

In this occasionial series, the Radio Works staff share links and documents they've come across recently that they've put on their "to read" list for the weekend. Do you have a link to share? Submit in the comments!

Radio and media news

How Pandora plans to beat Spotify at its own game (Business Insider)

"After scooping up parts of Rdio late last year for $75 million, Pandora’s next big move will be into on-demand music, where people pay a monthly subscription for the right to play any song they want, whenever they want it."

You may not know it, but broadcast radio is kicking your ass (Tracey McCormack via LinkedIn)

Social media

This is Why You Should Use Emojis to Boost Engagement on Social Media Ads (Socialtimes)

"This emoji communication creates actionable data for brands, including improving on-site customer service experiences in real time. According to Larry Kim, founder and CTO of online advertising agency WordStream, emojis also have applications for advertising on Twitter."

How to optimize your LinkedIn profile and generate more leads (SocialTimes)

Inside Facebook's decision to blow up the Like button (Bloomberg Business)

How people are really using Snapchat (SocialTimes)

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Topics: digital, advertising, friday roundup

Improve product advertising by partnering with a complimentary brand

Posted by Kathryn Kauffman on Jan 27, 2016 4:15:21 PM

Valentine’s Day is just a few short weeks away. People will pair off and celebrate together - and there is still time for brands to pair off too! Consider showing love to fans of your brand while increasing your own sales. Remind consumers why two are better than one and sweeten your campaign with lift for you and a partner brand.

Here is a good example of good product advertising: two brands pairing together to solve the Valentine’s Day riddle, “What should I get for her/him?” Smoking Loon wine and Brookside Chocolates both compete for the same shopping and gift-giving dollars during Valentine’s Day. While these brands are strong on their own, they proved even more powerful together, and sales showed a winning combination.

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Topics: Alcohol, grocery

Radio Works

Insider information on what works

Radio Works is a blog created and managed by Entercom Communications, which owns more than 125 radio stations in 27 markets. Radio Works identifies best practices in radio and digital advertising, in order to educate small and medium businesses. Radio Works is updated by a team of high level Entercom employees across the country. 

Radio Works covers the following topics:

  • Broadcast radio advertising
  • Broadcast radio news and information
  • Trends and best practices in digital advertising
  • Broadcast radio and digital advertising integration
  • Small and medium business marketing

 

To contact us about how we can advertise your business, please click here and fill out the form.

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