Radio Simplifies and Personalizes's Unique Concept is a website that enables consumers to shop more than 85 online retailers and get up to 20% back on every purchase that is then invested in a Stockback mutual fund. The mutual fund was declared effective by the Securities and Exchange Commission in late July and started trading; and the company launched its first marketing campaign -- a combination of radio and print -- in New York on September 25.
The Stockback concept is somewhat complex, and radio, according to Kathy Reilly, chief marketing officer, "gives us the luxury to explain the concept in a compelling, interesting way. We also wanted to make it more direct response, so we said, 'if you respond before October 31, we'll put $10 into your account.'" The campaign took a hiatus after October 31 and resumed on November 20, running through December 22.
Another benefit of radio, Reilly says, is the power of station personalities. "Radio is a very flexible medium," she says. "By incorporating live reads into our message, we could capitalize on the deejays' relationship with listeners."
Radio, continues Reilly, has been very effective at both driving people to the website and helping to build brand awareness. "We've gotten a lot of positive feedback," she says. "The commercials, which were created by our agency, TBWA Chiat Day, were very funny. People would say they heard them in a cab or at work or at the gym. And if you go onto our site, you'll see we have a living logo that moves and has sound. Radio helped bring our logo to life."
While the Stockback target is very wide, Reilly emphasizes that "web savvier people really took to the idea, so our audience is skewing younger -- 21-35." Retail partners range from Nordstrom to Eddie Bauer to Barnes& The radio advertising typically airs on 5-6 New York area stations.