The uniqueness of both African American and Spanish-language broadcast stations calls for innovative methods to reach advertisers. Marketing and monetizing the multiple platforms of these unique stations can be challenging.
Today’s session “360 Solution for Multi-Cultural Convergence” 1–2 p.m., tackles those issues and more. Lynn Anderson, Radio Advertising Bureau, moderates the session.
Panelists include Jerry Del Core, KHHL(FM); Ray Mena, Emmis Interactive; and Jennifer Morelli, Emmis/Austin.
“There are a myriad of ways that brand extensions and strategy can effectively be delivered through packaging the aggregate assets that radio stations have to offer,” said Anderson. “Today, advertisers must reach and engage their customers through every conceivable touch point that will deliver measurable results.”
Both African American and Spanish-language broadcasters are facing the challenge of perceived value of their listening audiences, which transfers to their online and on-demand assets as well, Anderson said.
“Integrating strategy and extending brand for radio advertisers exponentially increases the number of touch points, and thus the effectiveness of our clients. Radio needs to be capable of helping advertisers develop and execute elements so there is maximized reinforcement of message,” she said.
Anderson said integration strategy should include a station’s Web site, coupons, contesting, social networking, blogs, and video and audio streaming.
“It’s all about maximizing a radio station’s ability to help their advertisers,” Anderson said. “Some radio stations are already successfully integrating their assets to deliver quantifiable results for their clients. Radio is an important element in an advertiser’s ability to deliver an actionable message.”