Radio: The Undercover Hero of Advertising

Technology is everywhere and any source of information can be accessed by the quick click of a button. Today, advertising spans across so many new media platforms. But even with the advent of all this new technology, one form of veteran advertising media is still the undercover hero of advertising – radio. Who knew?

Radio is the only medium that truly is everywhere – in homes, cars, restaurants, stores and at work. According to Arbitron, nearly 93% of the US population listens to radio and more than 188 million people hear multiple radio commercials in an average week.

According to the University of Florida, 95 percent of people in their cars listen to the radio and the average American spends 15 hours per week driving, and this makes radio a valuable medium. And radio also has a larger audience than television from 6:00 am to 6:00 pm every day and often hosts the last advertising message the consumer hears before reaching their point of purchase.

Radio is highly targetable. Not only does radio have the ability to reach a wide range of attentive listeners, but radio listeners are loyal to their station, making it easy to target a station for a particular demographic or listener profile. It’s is also an effective direct response medium and advertisers can track the number of listeners on any station at any given time.

Radio is quick to produce and is cost-efficient. Unlike television, radio can be produced in as little as 24 to 48 hours with production costs usually much lower than other mediums. Radio’s low cost per thousand can increase the frequency, reach and longevity of ad campaigns and can therefore increase the company’s return on investment (ROI). In fact, according to a recent Nielsen-Catalina study, when advertising on the radio, on average, there is a $6 ROI for every $1 spent.

So when it comes to choosing your next media strategy, consider including a classic media and let radio be the hero of your message.

The College Research Game

When the school year ends and the weather heats up, students across the country look forward to backyard barbecues, family vacations and sleeping way past noon during their summer break. For many, summer is all about fun in the sun and spending time with family and friends. But for today’s high school students and their parents, the summer before senior year becomes all about the college application process.

Ample free time in the three months off from school allows rising seniors to put more time and energy into gathering information about their prospective higher education goals, and now, more than ever, much of the college research process occurs via digital media.

According to a Pew Research study, 95% of teens (between the ages of 13 and 18 years old) are digital media users, many of which are on Facebook and Twitter. New data on the digital media habits of students from Genius Recruiter suggests that 72% of students followed or liked a prospective university’s Twitter feed or Facebook page and 97% visited the university’s website. The five most viewed features on a school’s website or digital media platform: majors and minors, photos of the campus, curriculum details, residence life and class information. The study also showed that YouTube is one of the top three digital media channels used in the college research process.

Now, Facebook, Twitter and YouTube (among others) offer native advertisements in the form of promoted posts, tweets, trends and video clips to advertise to what they call “tailored audiences.” These posts are targeted to users based on their interests and activities, and using data acquired from their conversations, profiles and behavior.  The digital media users are the ones being sold, without even knowing it – reminding us of the old adage that nothing in life is really free. Digital media companies sell advertisers demographic information and browser data to show users ads that directly relate to the sites they've recently visited – in this case, universities.

Two-thirds of students say digital media engagement influences their college decisions.  So, in order for universities to compete for prospective students’ attention, they have to play the marketing game the modern way. It is almost a prerequisite for higher ed. institutions to have a digital media presence and for their information to be a “like” or re-tweet (RT) away.

[For more information on higher education and its advertising possibilities, contact Jacki Friedman here at Furman Roth Advertising.]


Furman Roth takes home a New Jersey Award!

“Are you feelin’ Jersey?” That was the question posed at this year’s New Jersey Awards dinner. A rousing evening filled with vendors, media agencies and marketers of all kinds, all coming together to celebrate stellar advertising - from digital to collateral. This year the event was replete with the usual inspiring portfolio of creative samples from agencies far and wide.

This first half of the evening was a cocktail hour, during which the crowd walked the room, taking in the creative samples while mingling, sipping Chardonnay and eating smoked salmon, artichokes and some very sweet cherry tomatoes (surprisingly good for this early in the summer – but hey, Jersey tomatas’ are Jersey tomatas’).

Then, after a while, we sat for dinner and enjoyed the main event: the awards. This year, each category was introduced with video snippets: Two Mafioso types sitting in a Trattoria sipping espresso and reading the newspaper while cracking-wise about the upcoming category. It was very Sopranos, very Jersey, very à propos (pardon my French).

We sat and enjoyed a lovely dinner while receiving (drumroll please) our very own award for our print campaign for The Weizmann Institute of Science. Our lifestyle TV commercial, “Weekend Getaway” for Cohen’s Fashion Optical was also an honorable mention, losing out only to the Best in Show. All in all, a successful night for Furman Roth, and a fun night for everyone involved. Check out the award-winning creative right here.

 

Brush Your Teeth... And Show Up.

Advertising is what separates the men from the boys, business-wise. But what if you’re just starting your business? Besides baby steps in building your brand message, you need to network.

Why is networking such a powerful tool for new and aspiring business owners?

Business is about people. It starts with an idea, and gets off the ground with networking. Whether you’re looking for customers and clients, help or information, it’s all much easier to achieve when you’re not alone in your home office.

In the old days, there were “clubs” where businessmen could hang out and smoke cigars and slap each other on the back. (Or that’s how I always imagined it.) Nowadays, everyone has a start-up, with needs and services to be exchanged. Get in on it.

How can small business owners best utilize their time at networking events?

Decide ahead of time who you want to meet. If you don’t know who’s going to be there, at least have a goal in mind of what you’d like to accomplish. Connections with press? Information on how other entrepreneurs do things? A chance to practice your elevator pitch?

How about a few networking tips for entrepreneurs?

Brush your teeth, and show up. Showing up at an event, no matter how awkward you might feel, is the most important part. And check your stash of business cards — we’ve all reached into our bags at some point and found we’ve run out.

Dress the part—and then some. When you look across a crowded room, who do you notice? Admittedly, it’s easier for a woman to stand out and still look professional, but any man can benefit from a new pair of glasses or a good haircut.

Find something you have in common with people besides business. Sometimes swapping info on ski resorts or preschools or the best taco trucks can lead to a business connection. And don’t forget to Facebook friend people, or swap Twitter or Instagram names.

Stick with the winners. This old adage has a lot of truth in it. If you find yourself stuck in the corner talking to the caterer’s cousin, you’re not going to get anywhere (unless you’re a cater waiter). Politely say, “It was so nice meeting you. I’m going to go mingle some more.” On the other hand, if he’s a hotshot young web designer, get his card. Then keep moving.

Let the magic happen. Introduce yourself to the person behind you in the line for the bathroom, or next to you at the open bar. You never know when opportunity strikes!

Be a good conversationalist. Don’t stop at “So, what do you do?” Dig further. “What would you do if you could do anything?” You’ll make a more meaningful connection.

Offer to help the people you meet with their projects. It’s not all about you. And being generous often leads to future business and connections.

 


Your new favorite blog - coming soon!

Over the last one to two months we've made a lot of changes here at Furman Roth. A little office renovation, new flavors of coffee in the snack room, and we conducted a major overhaul of our website. Pretty snazzy, eh?

As you can imagine, we were fairly busy with everything going on. So busy, in fact, that we decided to hold off for a bit on getting our blog rolling. But don't worry, we'll have plenty of super-insightful articles & posts coming your way in the following weeks. So although there's nothing here now aside from this photo of our Creative Supervisor, Jake, pondering a really important strategic decision, check back in the coming weeks for awesome content.