Asks, "Is Radio Relevant?" at IGA Marketing Conference
Kyle O'Brien, creative director for Xhang Creative in Portland, Ore.,
addressed attendees at the Independent Glass Association (IGA) for 45
minutes on controlling their branding through effective radio advertising
during the group's fall marketing conference. The conference was held
on Saturday, November 8, at the Mandalay Bay Convention Center as part
of Auto Glass Week in Las Vegas.
O'Brien stressed to conference attendees that a successful radio campaign
only works if it is given time to develop.
"Only spending just a few weeks will never give an auto glass retailer
brand equity in a market," he said. "By the time you've finished
two weeks on the air people will only have heard your ad a couple times
and it may not register. So make sure you're able to sustain a presence
for several months so people can come to know you and your brand."
O'Brien also suggested that it's important to focus advertising by town
and demographics "to maximize your media buy."
O'Brien offered the following statistics on radio coverage in the United
- Ninety-three percent of Americans 12 and older listen to radio weekly
(Source: Arbitron, Radio Today, 2007).
- Radio has added 6,000,000 listeners since 2004.
- The future of radio is bright. There are more than 235 million listeners
and this number is growing (Source: Arbitron, March 2008).
- Radio technology is everywhere, including streaming from the Internet,
mobile phones, MP3 players (Zune & iPod FM functions), iTunes tagging
and HD radio.
- The Radio Heard Here campaign, available at www.radioheardhere.com,
is pushing radio into the future.
- Creativity in radio is endless. It doesn't need to be flashy to sell,
especially in auto glass repair.
Stay tuned to the January/February 2009 issue of AGRR for
a full report on the IGA Fall Marketing Conference and the other events
that were part of Auto Glass Week in Las Vegas.
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