I recently read an article that told about the "The U.S. Brand Activation Marketing Forecast," which was the first study of its kind that clarifies and determines allocation to the disciplines, platforms, and channels used in brand activation marketing.
 
It went on to say that radio is ready for a blockbuster upfront season focused on leveraging content, listener loyalty, influencers, promotions and experiential to help marketers build, extend and nourish their brands throughout the remainder of the year and into the next year.
 
The six marketing disciplines of brand-activation were identified as Relationship Marketing, Content Marketing, Influencer Marketing, Promotional Marketing, Experiential Marketing and Retailer Marketing. The study revealed that advertisers spent $560B on brand activation marketing in 2015, which is expected to grow to $600B by the end of 2016 and $740B by 2020. This represents nearly 60% of overall marketing expenditures in 2015. Just over 25% of the overall marketing expenditures were allocated to traditional and digital advertising and 15% to trade promotions. Further, the study indicated that 57% of brand activation marketing is outsourced to media and other companies.
 
As the upfront season progresses, we find radio networks and individual radio groups meeting with advertisers to strategize for the coming year, with the goal of tailoring programming and promotional platforms and tactics to address individual brand objectives. This provides unique programming allowing advertisers to reach their audiences in ways that no other medium can.
 
Finally, to get you thinking about how radio can help to amplify any brand activation plan in a customized, efficient and effective way, check out the highlights below -- just some simple reminders of the various platforms that broadcast radio will bring to your marketing efforts:
  • Relationship Marketing: Radio stations have some of the most loyal followers in the business. With tens of millions of loyal listeners who have opted in to receive radio station e-blasts and newsletters across the U.S. (not to mention their hundreds of millions of mobile and social followers), you have a very strong platform for a CRM-based campaign in any market, anywhere at any time.
  • Content Marketing: Consumers crave great storytelling in an audio form. The rise of podcast consumption is evident in every available measure - the percentage of Americans who are listening to podcasts, the level of public awareness, and how many podcasts are being hosted and downloaded continues to experience double-digit growth. Great storytelling can find a home in the form of broadcast and digital vignettes, HD side channels, podcasts, contextual content bits adjacent to news, weather, traffic, sports and music, and so much more. Radio is a platform designed for great content that listeners turn to the platform to discover.
  • Influencer Marketing: In a recent "Personality Makes a Difference" story talked about radio DJs and the unique relationships they have with their listeners. Radio DJs are local and national influencers who achieve results every time they endorse a brand - listeners see it as a recommendation from a friend, more so than they do sponsored Facebook posts, sponsored tweets or pre-produced television commercials featuring celebrity endorsers.
  • Promotional Marketing: "Be the 7th caller," "text to win concert tickets," "send us your selfie," "get your bills paid" - any of these sound familiar? Radio stations have been running successful contests, sweepstakes, giveaways and promotions for as long as they have been broadcasting. They are contemporized with the times, but the fundamentals don't change and they shouldn't - because they work. Listeners look to radio to provide them with access and radio stations continue to deliver.
  • Experiential Marketing: Invented by the radio industry, radio stations are nimble enough to broadcast live from concerts, festivals, street fairs, advertiser locations, cruise ships, resorts, wherever and whenever, immersing their listeners with the culture embodied by the radio station and its partners. Radio enjoys relationships with the content owners it purveys - whether it be record labels, recording artists, talkers, news sources, sports leagues, teams and athletes - making it a core equity for stations and broadcasters to produce and manage immersive experiences for consumers and brand partners.
  • Retailer Marketing: Radio is the last medium a consumer engages with before entering a retail establishment and there are several success stories of brands that leverage radio and its assets to drive promotions, experiences and more at point-of-purchase.
 
Today when Sports Talk goes on the air it will be four hours long! Now that the show is from 2pm to 6pm we will have more time to do longer form focus segments and interviews. Here are a few new options that are available for sponsorship by advertisers like you!

The segments below will have a designated time and day each week. As a sponsor you will get 5 to 6 name mentions per segment and one commercial per segment. For a small monthly fee you can be the exclusive sponsor of the segment you choose...if it's still available.

You will also get logo and sponsor mentions on the social media posts our sports guys make each week about that particular segment and it will be turned in to a story with audio each week that will be on our news/sports website www.wibwnewsnow.com and of course will have your name all over it!

Columnist    Kevin Haskin-Cap Journal                   Mondays          3:30-4:00
KU                  Jesse Newell-Star                                 Tuesdays          4:30-5:00-SOLD
Chiefs              Matt Derrick- Chiefs digest                 Tuesdays         3:30-4:00-SOLD
K-STATE:        TIM FITZGERALD -Go powercat        Wednesdays    3:30-4:00-SOLD
High School   Rick Peterson- cap Journal                Wednesdays    4:30-5:00-SOLD
Big 12              David Ubben/Bill Connolly                Thursdays         3:30-4:00-SOLD
Washburn      Jake/Dan                                               Thursdays        4:40-5:00-SOLD
 
At this point I'm happy to say that K-State, High School, Big 12, Washburn,Chiefs and KU already have Sponsors!  BUT there is still the "Columnist Kevin" segment and Several Weekly Opportunities below!
 
 
The Sports 4-11           Daily headline rapid fire       Every Day           5:00
The Final Word            Final thoughts of the Day     Every Day           5:50
What's on Tap:            Norseman Brewing Company   Fridays           5:20-SOLD
One Good Reason:      Sports Topic                                 Monday         2:50
Good, Bad, Ugly           Weekend Recap                          Monday        3:20
Random Question       Random Questions                     Tuesday         3:20
Buy or Sell                    Stock market theme                  Wednesday    3:20
  Either/Or Over/Under Gambling theme                     Thursday           3:20
Fill in the Blank             Sports Topics                              Friday              3:20
  Text Line:                        Text Line                                     Every Day       4 X a Day.
All of the above are available for Sponsorship except the "What's on Tap" which is spoken for by Norsemen Brewing!
Listen to what Paul Harvey Says about Advertising...
 
Click Here To Listen to Paul
Tim Kolling
Senior Marketing Consultant 
 
Direct: 785-228-7228   Cell: 785-817-7296
 
 
PO Box 1818
1210 SW Executive Drive, Topeka, Kansas  66615