Radio and the Perfect Match

Overview
A wrong advertising decision this holiday season could make or break your business. There is just no room for error. You’ve made the smart choice to use Radio. What can you do to boost your confidence that each dollar you spend in our medium will be spent effectively?

It all starts with finding the right match. That’s the match between your potential customers and the people that listen to the Radio stations you are considering as advertising partners. Get it right and your odds of success just went up dramatically. Miss the match and even the best message in the world may not bring enough customers through your door. Plenty of listeners will hear your message. Just not enough who have the greatest potential of being your customers.

While every Radio station isn’t right for every advertiser, every station is right for some advertiser. Are the stations you are considering right for you? How do you know? Sure, the size of a station’s audience is important, but who are those listeners? Do they look like your customers? Will your commercial message reach the consumers who are most likely to need what you do or you sell? Are you reinforcing your brand to your existing customers, or are you reaching out to new customers?

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HENNESSY ARTISTRY

Hennessy Artistry, which celebrates diversity via the vibrant multiculturalism of music, celebrated its 4th anniversary this year. The brand wanted to step up its visibility and make the Hennessy Artistry events the undisputed "hottest ticket in town." This was immediately evident when Hennessy Artistry announced that the Hip Hop stars Common and The Roots would be curators of the 2009 series.

Working with both Hennessy and Alloy Marketing, HOT 97 and KISS FM created a multi-pillared campaign in which the common characteristic of each component was to make every customer experience a memorable one. Every interaction was designed to be personal, engaging, and meaningful.

Key station on-air personalities voiced the spots, aligning the brand with voices recognized and trusted by each stations audience. Mobile marketing in the form of text alerts and bounce back texts and Digital components in the form of newsletters and feature channels were also activated.

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