Alliance Expands HD-R Marketing

Digital radio pitch now includes cellphone texting, POP material for retailers and auto dealers.
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The HD Digital Radio Alliance has extended its marketing aimed at converting consumer interest in HD Radio to actual radio purchases.

While critics say consumer interest and awareness are low, awareness of HD Radio broadcasts among radio listeners topped 75% in 2007, according to data from Clear Channel-owned Critical Mass Media, with awareness among current or likely auto buyers at 31% according to J.D. Power.

The alliance campaign, including a 13-week flight of ads on 700 or so alliance stations and valued by the group at $75 million, incorporates cellphone texting and promotes an online guide to HD main and HD2 stations that can be printed in-store by retailers, car dealers and consumers.

Many of the ads invite customers to text to 34343 for a chance to win one of 200 HD Radios. Information available via cell within the mobile texting initiative include an iTunes Tagging tutorial, a $50 rebate on a receiver and the opportunity to participate in interactive polls.

Diane Warren says the alliance is seeking to convert consumer awareness into action by helping retail and auto sales people better access to info to close sales. “And by opting in, consumers now have a one-stop shop: They can choose and get a discount on a radio, find the station in their market they like and even get information on iTunes Tagging. We’re now reaching consumers via the radio, on their phone, online and in stores.”

New features and special pages on HDRadio.com includes Instant Station Guides and new buyer’s guides.

The alliance also said traffic to that site continues to grow, with page views so far in 2008 exceeding all of 2006, the site’s first year. The site sees 2,700 unique visitors daily and those visitors spend an aggregate of 5,600 hours per month on the site.

The alliance created the mobile marketing portion of the campaign using 3Cinteractive.

Related

The HD-R Alliance Gears Up for 2007

At its launch a year ago, members of the HD Digital Radio Alliance — most of them commercial radio group operators — said they had set out to accomplish three things: increase consumer awareness of HD Radio, find ways to accelerate consumer demand and look for ways to help the distribution of HD Radio through retail, automotive and online avenues.