Wednesday, November 19, 2014
Media Spike #9 – Close Your Eyes and Listen
Greetings once again. So glad you could join us for a few minutes. You might remember yesterday, we were having a great discussion with Peter.
He was asking what it meant to purchase a radio sponsorship. What it means, Peter, is you are making a purchase to be specifically aligned to a particular report so that listeners get to know you as the one always associated with that feature. To make it worthwhile for both the advertiser and the station, these are usually 13 week features.

Ideally you want a feature that ties into your product or service if available:
Ie: Today’s Ski Report is brought to you by Razor’s Edge Ski Wax*
This Traffic Report is brought to you by See Your Way Clear Windshield Wipers*
This Daily Business Report is brought to you by Retirement Mutual Funds•
(* all fictitious names. Any similarity to actual products is purely coincidental)

It doesn’t have to be an exact match, but it makes a great affiliation and name recall if the ad and the report are closely aligned.

So, Peter asked, is this all I need? Just one sponsorship and don’t do anything else?

Interesting question.  If funds are limited, a sponsorship is an excellent way to target a very specific audience-your audience-and make sure you maximize your exposure to them. Even if you have more than enough funds, a sponsorship is an excellent way to be in front of your audience on a regular basis. If I have the opportunity, certainly I’d add more radio time and more media to my buy. But this can be an excellent starting point and anchor for any campaign. Just know that within Radio and all media, there are multiple layers of choices for where and how to invest those ad dollars. Until we revisit this, you can also take a peek at our Radiowaves PDF found here. This will offer you some additional ammunition as you’re planning.

Stay tuned.

P.S: The Power of Theatre Of The Mind Radio: Some readers may remember ‘The Lone Ranger,’ a very popular TV series which ran in the late 1940’s and early 1950’s. It was also recently a feature film which had limited success. But before movies and TV, The Lone Ranger was an immensely popular radio series which started in 1933, and aired over 2,900 radio episodes. And no-one could see him, but everyone knew exactly what he looked like.  The Power of Radio is as visual as your imagination.

- Dennis Kelly
About Me
Dennis Kelly
A professional to his fingertips, Dennis Kelly of First Impressions Media brings a deft touch as your media magician. Extracting incremental media value for you from suppliers is second nature for Dennis. His versatility in all media is bred of 3 decades of hands-on media planning & buying experience in the media trenches. As a steward of your media budget, Dennis excels in delivering smart, efficient, creative and targeted campaigns to showcase your creative to the right audience.

Dennis is the author of “ 9 Secrets of How To Improve Your Advertising” and is available to Masthead Reader for $197 through a special offer at this link
Most Recent Blog Comment
Dennis Kelly says:
Thank you Gloria. What a perfectly apropos link. Thank you for sharing that. You are quite correct. ...
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