When it comes to reaching a mass audience, TV is the undisputed king of all media (sorry, Howard Stern). Or is it? In this column, originally published in Adweek, Radha Subramanyam of Clear Channel Media and Entertainment demonstrates how radio delivers not only reach, but receptivity and the sense of community consumers want. Read on for insights on how marketers can create Super Bowl-style results with the original social medium:
How Advertisers Can Stoke Super Bowl Buzz Year Round
Look to radio for reach, receptivity and community By Radha Subramanyam
Football fans around the country geared up for weeks before last Sunday’s Super Bowl between the Baltimore Ravens and the San Francisco 49ers and their opposing coaches—brothers Jim and John Harbaugh, who took sibling rivalry to new heights.
The big game did not disappoint.
From the power outage to the 49ers mounting an almost-comeback to that electric Beyoncé performance—there was no shortage of drama. And the commercials were no exception.
For marketers, advertising during the Super Bowl is a once-a-year moment of unprecedented reach and consumer attention. Never does advertising have a more captive audience. But most brands can’t afford the $3.8 million it takes to buy just a 30-second spot. What’s more, everyday TV buys don’t come close to generating the awareness of a Super Bowl spot—and in fact, can be a fumble for brands.
The magic of the Super Bowl ad spectacle is that rare alchemy of reach, receptivity and community. Don’t underestimate the power of community; at a time when we are more plugged in than ever through email, Twitter and Facebook, what many of us actually yearn for is to feel really connected. That’s the feeling we get when we’re sitting around the living room with family and friends, engaged in a common experience—like the Super Bowl. But if you want to achieve Super Bowl-sized results all year, radio is the only medium that delivers a Super Bowl kind of reach, receptivity and community year round.
To read the full column, click here.
As New York’s fourth annual Internet Week comes to a close, we can’t help but ask the question (because many of our clients do): Does creating an event specific to Internet Week offer a return on investment? We don’t like to sit on the fence but, in this case, it really does depend on what you want to achieve.
For those who don’t know, Internet Week is a festival that allows any company, group, or individual to participate. It is crowd-sourced, so you can plan your event the way you’d like to see it — big, small, ticketed or free; morning or evening; focused on specific hot topics selected by Internet Week organizers and voted on by the community.
But with approximately 300 events being promoted during the week, it can be difficult to drive attendance and/or garner media coverage – which means you have to work very hard (some might say, pay more) to rise above the fray.
If you’re looking for media coverage from your event, you should be ready to invest in bringing big names, big brands and super big ideas to the table. Digitas’ fourth annual NewFront was mentioned in USA Today, thanks in particular to Demi Moore’s participation. Other well-known participants included Tyra Banks, John Battelle, GE’s Beth Comstock and YouTube’s Shay Carl and was held at Skylight.
Other, less celebtastic events that found their way into the media include:
- Kaboodle’s “Fab at Five” fifth anniversary party (Adweek) that included a fashion show with models
- Federated Media Publishing’s Conversational Marketing Summit where Marketing Evolution and Telmar released an ROI tool for early clients (Advertising Age)
- RealTimeNY 11 Conference which ClickZ referenced in an article on acquiring new roles
These, for the most part, revolve around well-known brands, unique party experiences and extremely well-organized events with news to share. However, if you don’t have the news or necessarily want to invest the time and effort into a big production, Internet Week has more to offer. There are a slew of conferences produced by established organizations like OMMA, Digital Hollywood, and Elevate that allow executives to vie for panel participation, moderator gigs and the chance to attend all-day events where you can hobnob with reporters, brands and fellow industry execs. Here you are sure to sure to have at least one thing in common – a desire to learn more about what’s going on in digital.
So before you decide to invest money and time in an event that may be difficult to truly show value at the end of the day, consider your goals and objectives. Do you want to host clients? Attract new business or talent? Get the media involved? Or set yourself up as an expert in the space? Answer these questions and then layout a budget, goals and work with someone who can help you knowledgeably weigh the pros, cons and manage expectations. You’ll be on your way to making Internet Week pay off with the largest returns for you and your company.