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O'Brien 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 States:

  • 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, 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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