Nymrad Blog

3/16/2018 What Broadcasters Can Learn From CVS

Just a few years back, CVS was your typical drug store selling cigarettes, toys, snacks, and health care goods with a pharmacy in the back. The pharmacy was always located in the back, so as you were picking up your prescription, you might also buy other items in the aisles that you walked past.

Over the past few years, CVS has evolved into something very different. While still selling many of the items it sold before, it transformed itself to focus more on consumer health.

First it added Minute Clinics in just about all of its locations. Instead of going to an emergency room for a minor ache, or if you could not get an appointment to see your doctor, Minute Clinic was there. It was likely that, after visiting the clinic, you would pick up what you needed on the shelves or at the pharmacy.

Next, in a bold move, CVS decided to stop selling cigarettes and all tobacco products. While a strong profit center, the company announced that the sales of tobacco products conflicted with its goal of promoting a healthier lifestyle.

Recently CVS announced it was buying Aetna, one of America’s largest insurance companies, for a reported $69 billion. CVS saw the changes in the way people buy prescription drugs and get health care and made the move of buying Aetna. Health care was changing, and CVS acted to protect its core.

CVS saw a changing consumer base and how people would be getting their health care, and changed their business. They went from a drug store with a pharmacy in the back to a major health care provider.

So what does this have to do with radio broadcasters? Our industry is going through changes. Like each CVS store, radio stations have a geographic area they serve. But what people expect is changing.

If we rely on the way we did it ten years ago, we will lose. Smart and, ultimately, successful broadcasters will evolve to meet people’s changing needs.

  • Repackage your station with podcasts.
  • Create a video channel on YouTube.
  • Evolve your promotions department into an events department.
  • Have your sales people become Google and digital experts.

Remember, you still have the radio station, which can be used as a megaphone to promote these other ventures.

None of these changes are easy, and they don’t occur without the ability to implement a well-thought-out strategy. Success is not easy.

The only thing we know is, we will fail if we, as an industry, do not evolve to the changes in the market.

-Charlie Sislen

Orginally Posted on Research Director Inc.

12/3/2017 On an Average Day, Over Half of All New Yorkers Tune to the Radio

Entertainment fragmentation impacts all outlets, but New York radio remains powerful. On an average day, over half of all New York residents over the age of six are tuning into the radio. That is nearly 10 million consumers every day. Radio also reaches over half of those hard-to-reach Millennials every day.

What is even more impressive is New York radio’s ability to transcend age, gender, or ethnic group

Radio's Daily Reach (January-April 2017)

Data © Nielsen Audio, New York Metro
Persons 6+ 55.7% 9,870,700
Adults 18+ 57.7% 8,624,600
Adults 18-34 50.7% 2,284,600
Adults 18-49 54.4% 4,547,300
Adults 25-54 57.6% 4,598,000
Adults 35-64 62.2% 4,753,800
Men 18+ 60.4% 4,297,500
Women 18+ 55.2% 4,327,100
Black Adults 18+ 57.0% 1,431,600
Hispanic Adults 18+ 61.0% 2,171,400
Other Adults 18+ 56.5% 5,021,600
 

   

12/2/2017 Radio's Intimacy Helps Ronzoni Get Personal with Pasta-Lovers

"Intimacy and emotion are characteristics not normally associated with pasta. But those attributes are what caused New World Pasta to select local Radio as the sole medium for  a long-term ‘top-of-mind reminder' campaign for its venerable Ronzoni pasta brand.
"Radio," explains Robert Skollar, executive vice president/executive creative director at GreyWorldwide, Ronzoni's ad agency, "is much more intimate than other media. It helps develop a personal relationship with the brand." And local Radio's 60-second length, adds Gina Sclafani, vice president/associate creative director, "gives you the time to do something wonderful -- it's storytelling that draws you in."
The ‘stories', in the Ronzoni commercials, are told by an Italian-American man who recalls the brand's heritage -- "Sunday dinner at Grandma's . . . Wall-to-wall Ronzoni pasta with more shapes than you can shake a wooden spoon at . . . Fridays, linguine with clam sauce . . . Sundays, lasagne." The campaign, which began February 12 in New York and other northeastern markets, is scheduled to run at least through the end of September, and Radio's production flexibility will enable the agency to create additional storylines in the same milieu.
There has been positive reaction from the marketplace and the trade, according to Kenneth Dowling, senior vice president/account management. Adds Stephen H. Vesce, vice president of marketing at New World Pasta: "Our customers are excited about the program because it increases store traffic. Retailers place a high value on Radio because it is the last medium to reach consumers on their way to shop. Ninety-two percent of grocery shoppers listen to Radio when driving to shop. It provides a more immediate return than traditional equity media."
The commercials have also been produced in 30-second versions, which will enable Ronzoni to partner with retailers via 30-30s -- 30 seconds for the Ronzoni branding message and 30 seconds for the retailer's own message. The campaign is airing on four to five stations in the New York market, selected for their ability to reach women and adults, 25-54. One of the goals, says Dowling, is to raise awareness of the Ronzoni brand among the younger end of that demo. "

12/2/2017 Radio's Portability Perfect for 7-Eleven's Premium Coffee

"Choosing to stop for a cup of coffee is often a spur-of-the-moment option. So, when 7-Eleven decided to raise awareness for its Dark Mountain Roast premium brand, Radio was a natural for reaching potential purchasers.
"We know that our customers make the decision to stop at our stores within minutes of the determination of a need," says Julie Irsch, national advertising manager for 7-Eleven, Inc. "Radio is the best medium to reach people when they are in their cars making this decision to stop for a cup of coffee."
7-Eleven recognized that the target customers for this product were young adults --18-29-year-old men and women, "who lean toward dark, rich, robust, bold coffee flavors." The company launched a two-week radio flight in early February in 36 markets, including New York, and, to relate to these consumers, it selected actor John O'Hurley (J. Peterman on Seinfeld) as the voice. In a commercial produced by Dallas-based agency, Coffee Black Advertising, O'Hurley says he searched "from the frigid slopes of MachoKalala to the steamy jungles of Rangoon" for the Dark Mountain Roast blend. "After weeks of hard travel, I was losing the will to live..." when he sighted a 7-Eleven store.
"We felt this approach communicated a mystique around the product and its richness," says Irsch. "We felt John O'Hurley was a great spokesperson because he has the ability to tell a tale and make it sound interesting and outlandish, while still believable."
In the New York metro, the Radio flight aired on five New York, four Long Island and two suburban New Jersey stations, selected for target audience delivery by daypart, formats and specific coverage of stores. "

12/2/2017 A Breath of Fresh Airtime for Mint Asure

"Eight years ago, Breath Asure built brand awareness by using radio as its primary advertising medium. Now, as the company introduces a new product, Mint Asure, it is using radio as the only medium in order to build awareness before the brand hits the stores in the fall. Radio, according to Anthony Raissen, founder and executive vice president, is the exclusive medium for Mint Asure because it provides immediacy, targetability and creative flexibility.
The initial New York campaign -- 30-40 spots a week on three stations -- broke on May 30 and will run through September. Once the product is available in stores, the number of stations will increase. Radio, says Raissen, "enables us to target our audience more specifically" than other media. "We were able to target on not just the demographics of the audience, but the psychographics as well."
Since Mint Asure can’t yet be bought at retail, the current radio advertising is direct response, capitalizing on the medium’s immediacy. "We use a toll-free number for people to call and order the mints," Raissen explains. "Each station has a different toll-free number so we can track the results."
Radio’s production flexibility enables Mint Asure to keep its message fresh (no pun intended), "by constantly changing the script." This, he adds, is in contrast to television "where there are thousands of dollars worth of production.""