Featured »

How to use Facebook to market your radio station in 2016

June 15, 2016 – 4:51 pm No Comment | 3,180 views

Are you serious about promoting your radio station on Facebook?  If so you’re probably aware that it’s getting more difficult.  As it gets tougher I thought I’d share some things to think about when using …

Read the full story »
radio broadcasting

Drive higher ratings for your station through proven innovative marketing solutions.

small business

Get the latest information on how to grow your small business.

social media

Find out the latest information about social media and the platforms that are best suited to help radio gain higher ratings and more advertising prospects.

lead generation

We use the latest techniques to both online and offline to generate qualified prospects for your company.

resource center

E-books, case studies, video presentations and other content to expand your knowledge of digital marketing.

Home » Direct Mail, Targeting Marketing

Using innovation to research and engage PPM households

Submitted by on March 20, 2013 – 12:43 pmNo Comment | 3,189 views

I’ve been lucky to have worked with some of the best research companies over the years. One of those companies is Research Director Inc. (RDI). From early on they were leading the way with some unique solutions to better evaluate Arbitron ratings. I’ve worked directly with Marc Greenspan and his associates and through radio stations that we were involved with. RDI digs deep in to Arbitron research uncovering actionable data that can be used for both ratings and sales support.

We can find your station’s monthly PPM meters
logo-hotzip
Let’s focus on ratings. Arbitron’s PD Web product has and continues to be invaluable in helping us identify station hot zip codes. In addition, Research Director Inc. takes ARB information to help us further identify hot zip codes for radio stations in PPM or diary markets. Before stations decide where to spend their marketing resources they need to know their strengths and weaknesses down to the zip code level. Here at ITM we have used the Research Director’s Hot Zip Report which delivers just that. It helps us and our station partners know where the meters are; how much market listening was in every zip; which zips were most important, as well as the most critical zips for every metro station, and up to five format groups that they can create.

We save stations up to twenty percent on marketing and deliver better results

There are a number of ways to support and create ratings growth. As marketers since 1990, our stations’ ratings success has been accomplished by using the very best research data available; data that helps us identify and target the zip codes that deliver the most format cume and average quarter hour listening. This data helps us deliver more effective and efficient marketing campaigns both in PPM and diary markets, saving our clients, in some cases, up to twenty percent of their proposed marketing budget. This allows the station to either increase the amount of on air giveaways or to reallocate these resources within the station. Most importantly we’re able to deliver higher ratings because we do know which zip codes to target and how best to engage survey friendly listeners.

Picture1

Engagement goes mobile and completes the marketing loop

Developing a successful marketing campaign that delivers is easier today than it was six months ago. With the help of Arbitron and companies like Research Director Inc. we’re able to find PPM panelists like NEVER before. We continue to utilize direct mail and telemarketing and offer incentives much like Arbitron but we have now taken our tactics and wrapped them in to our Feed the Metersm suite of mobile apps. Our newly developed SmartRadio Surveysm mobile app allows us to reach PPM meters like no other company. We can now gain a position in proximity to a person’s PPM meter to create spontaneous engagement opportunities that did not exist before. Yes, there are mobile station apps for radio but their primary purpose is to offer the listener the ability to listen when and where they want. The SRS app is designed for the purpose of reaching survey friendly listeners. As they move throughout their day, the SRS app moves with them. It has the ability to stream select stations and engage listeners when and where we want. It has the ability to track engagements with our highly intuitive technology. It has the ability to impact ratings, now, down to the quarter hour. The SRS mobile app is a game changer.

Leave a comment!

Add your comment below, or trackback from your own site. You can also subscribe to these comments via RSS.

Be nice. Keep it clean. Stay on topic. No spam.

You can use these tags:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

This is a Gravatar-enabled weblog. To get your own globally-recognized-avatar, please register at Gravatar.

UA-25067196-1