Post on 18-May-2015
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Kyle StuefAnn Arbor Radio
May 19, 2010
Microphone Image Courtesy of: Salvatore Vuono / FreeDigitalPhotos.net
radio’s role in your marketing mix.using radio to boost your brand.
Monday, May 24, 2010
using radio to boost your brand.
today we’ll cover:
1. what is branding
2. how radio is built to aid brand recognition
3. why radio works with your marketing mix
Monday, May 24, 2010
using radio to boost your brand.
what is branding?
Monday, May 24, 2010
using radio to boost your brand.
what is branding?
a brand is a promise to potential clients (you must deliver each and every time)
a brand is a handshake (and weak handshakes suck)
a brand crafts how they feel about you (disconnect breeds distrust)
Monday, May 24, 2010
using radio to boost your brand.
the secret formula
Monday, May 24, 2010
using radio to boost your brand.
a brand is like a box of chocolates(no, not like Forest)
1. the appeal
2. the goods
3. the flow
Monday, May 24, 2010
using radio to boost your brand.
the appeal
the goods
the flow
a brand is like a box of chocolates(no, not like Forest)
Monday, May 24, 2010
using radio to boost your brand.
the appealyour outer shell:
• business name
• logo
• website
• business card
• building
• signage
• reputation
• advertising
Monday, May 24, 2010
using radio to boost your brand.
the goods
your passion:
• product
• service
• pricing
• warranties
• quality
Monday, May 24, 2010
using radio to boost your brand.
the flow
how they get to the goods:
• customer service
• sales representatives
• purchasing experience
• you
Monday, May 24, 2010
using radio to boost your brand.
if a brand falls in the forest….(should it have used a sound?)
information delivered via music is learned up to 60 times faster & retained up to 100 times longer than the same information delivered by speech alone. according to a Cambridge University study, 2003
Monday, May 24, 2010
using radio to boost your brand.
“like a good neighbor _______ _______ is there.”
Monday, May 24, 2010
using radio to boost your brand.
“the best part of waking up is ______ in your cup.”
Monday, May 24, 2010
using radio to boost your brand.
when you filled in the blanks ……
did you sing the song?
Monday, May 24, 2010
using radio to boost your brand.
radio’s role in your marketing mix
1. radio is present in your everyday life
2. radio is an active media
3. radio lends itself to brand recall
4. the “theatre” of the mind
Monday, May 24, 2010
using radio to boost your brand.
the “theatre” of the mind
Drivers Wanted
Pizza Hut is currently seeking dlvry drvrs for it’s A2 Stores. Wknds and eves req’d. Must have clean driver rcrd. Great pay. No exp necessary.
Fax resume with job title in subject line to: (734) 223-1234 EOE
Monday, May 24, 2010
using radio to boost your brand.
the “theatre” of the mind
Drivers Wanted
Pizza Hut is currently seeking dlvry drvrs for it’s A2 Stores. Wknds and eves req’d. Must have clean driver rcrd. Great pay. No exp necessary.
Fax resume with job title in subject line to: (734) 223-1234 EOE
Monday, May 24, 2010
using radio to boost your brand.
real life example: 3.7 DESIGNS
Monday, May 24, 2010
using radio to boost your brand.
real life example: 3.7 designs
problem #1: how do you showcase their product over the radioin a business that it so focused on design, shouldn’t you show designs?
problem #2: how do you demonstrate knowledgethey want a website that looks good and works. period.
Monday, May 24, 2010
using radio to boost your brand.
real life example: 3.7 designs
the solution: focus on the “the flow”, not “the goods”
1. decide on a brand promise3.7 DESIGNS is a design firm who is accessible to their clients
2. make a brand promiseyou’ve been burned before, 3.7 DESIGNS will take care of you
3. deliver on a brand promiseonce they walk in the door, give them what they ask for
Monday, May 24, 2010
using radio to boost your brand.
real life example: 3.7 designs
the solution: focus on the “the flow”, not “the goods”
1. decide on a brand promise3.7 DESIGNS is a design firm who is accessible to their clients
2. make a brand promiseyou’ve been burned before, 3.7 DESIGNS will take care of you
3. deliver on a brand promiseonce they walk in the door, give them what they ask for
Monday, May 24, 2010
using radio to boost your brand.
real life example: 3.7 designs
did it work? have they seen any results?
Monday, May 24, 2010
using radio to boost your brand.
so what have we learned?
• branding boils down to building trust
• branding must carry into every touch point
• radio is built for delivering your brand
Monday, May 24, 2010
using radio to boost your brand.
let’s keep the conversation going.
KStuef@gmail.com
@KyleStuef
www.linkedin.com/in/kylestuef
Monday, May 24, 2010