Contact our Underwriting Account Manager Ann Bauer. You can reach her by phone at 619-388-3301, or via e-mail at AnnB@Jazz88.org.
Businesses that partner
with Jazz 88.3 to sponsor our broadcasts or public service programs reap
remarkable rewards. We have developed true community among our audience; listeners
often look to us to help decide what shows to attend, where to eat, or what to
do on the weekend.
listeners prefer to do business with
our sponsors. National research supports
this statement. Jacobs Media’s Underwriting
Research Review found that 80% of public radio listeners prefer to do
business with companies that support public radio. And 88% of public radio
listeners say that their opinion of a company is more positive when it supports
public radio. It’s called the “Halo Effect.”
A halo of good will surrounds the brand image of businesses that support
Marketing in the 21st
century has undergone the same revolutionary changes that culture has. Back in the day, advertising was the tool of
choice for marketing mavens. Advertising was expected to create and identity (brand)
for a product. Once people asked for a product by name, retail promotions and
direct sales closed the deal. So, while advertising itself did not directly
“sell” the product, the combination of the brand awareness and the
point-of-sale appeal, products flew off the shelves.
But with the advent of
technology, that’s all changed. As Greg
Satell wrote for Forbes.com, today,
product information leads customers to the Internet, where they research the
brand. (Coincidentally, researching any product by name also provides
information about that product’s competitors). In 2009, The
Economist.com reported how a company called VideoMining uses in-store
security footage to track shoppers’ behaviors. Among their findings was the
fact that “the majority” of shoppers buying beer went straight to the brand
that they bought. There was no
comparison between brands. “This shows that their minds were already made up,”
says VideoMining’s founder, “Brewers should spend their marketing dollars
outside [not in point-of-sale marketing].
Is that true? Do people go from the TV or the radio and hit
the Internet? They might not even wait! The LA
Times reported that 68% of television viewers surf the web at the same
time they are watching TV. Clearly, creating
a brand identity is not enough to assure sales.
Marketing messages must provide clear, even measurable reasons for a
person to choose product A over B. Taking
advantage of the Halo Effect, by supporting the customer’s favorite public
radio station is a clear, inarguable reason!
Gray Smith, a 17-year
veteran of public broadcasting, put it this way,
” . . .[Sponsorship of public
broadcasting] works because your client’s brand stands for the same values that
our listeners do. Public radio works because we provide a return to the fundamentals
of effective advertising – a simple, highly credible message delivered to a
large, loyal audience in an ultra-low clutter, high integrity environment.”
Finally, the question of
“radio” as a medium needs to be addressed. Despite being called “old fashioned,” “outdated,” and worse, in 2005,
Millard Brown and Information Resources, published a report that found the ROI
of radio advertising to be 49% higher than that of television. Combine that
with the personal relationship between our listeners and our broadcast, the
loyalty they have shown over time, and the fact that they prefer doing business with a sponsor, so what are you waiting for?