At the recent Radio Advertising Bureau and National Association of Broadcasters’ Radio Show in Chicago, marketing chiefs from major retailers offered insight on how radio can play a more prominent role in their marketing mix. AdAge.com reported on what these leading advertisers say they want from their radio partners.
Sears expressed the need to collaborate with radio advertising partners in order to extend and enhance its other campaigns. The retailer is currently using radio to help augment their TV campaign, according to Eddie Combs, VP/chief marketing officer of home appliances at Sears. In conjunction with its “Wake-Up Call” series of TV spots, the retailer tapped radio DJs to make early-morning “wake-up calls” to select listeners and award them with a Sears gift certificate or prize. “We wanted to extend the campaign in a fun way using our radio partners,” Mr. Combs added.
McDonald’s conveyed the importance of using radio to appeal to its large market of ethnic customers, which accounts for approximately 40 percent of visits. Recently, the franchise has been increasing the number of ads targeted to multiple ethnic audiences at once, as well as experimenting with different languages and voiceovers in both the mass and niche media.
According to McDonald’s executives, the franchise has made a commitment to its franchisees that a portion of its general-market creative would start focusing on the large percentage of Hispanic, African-American, and Asian consumers. McDonald’s believes that a collaborative franchise marketing campaign with radio partners would help them reach these diverse ethnic segments in the most engaging and effective ways.
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Now that major marketers have voiced their needs, its radio’s turn to listen and get in tune with their advertising goals.
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