Radio Branding For La2 M, Kyle Stuef, May 2010

Kyle StuefAnn Arbor Radio

May 19, 2010

Microphone Image Courtesy of: Salvatore Vuono / FreeDigitalPhotos.net

radio’s role in your marketing mix.using radio to boost your brand.

Monday, May 24, 2010

using radio to boost your brand.

today we’ll cover:

1. what is branding

2. how radio is built to aid brand recognition

3. why radio works with your marketing mix



what is branding?



what is branding?

a brand is a promise to potential clients (you must deliver each and every time)

a brand is a handshake (and weak handshakes suck)

a brand crafts how they feel about you (disconnect breeds distrust)



the secret formula



a brand is like a box of chocolates(no, not like Forest)

1. the appeal

2. the goods

3. the flow



the appeal

the goods

the flow

a brand is like a box of chocolates(no, not like Forest)



the appealyour outer shell:

• business name

• logo

• website

• business card

• building

• signage

• reputation

• advertising



the goods

your passion:

• product

• service

• pricing

• warranties

• quality



the flow

how they get to the goods:

• customer service

• sales representatives

• purchasing experience

• you



if a brand falls in the forest….(should it have used a sound?)

information delivered via music is learned up to 60 times faster & retained up to 100 times longer than the same information delivered by speech alone. according to a Cambridge University study, 2003



“like a good neighbor _______ _______ is there.”



“the best part of waking up is ______ in your cup.”



when you filled in the blanks ……

did you sing the song?



radio’s role in your marketing mix

1. radio is present in your everyday life

2. radio is an active media

3. radio lends itself to brand recall

4. the “theatre” of the mind



the “theatre” of the mind

Drivers Wanted

Pizza Hut is currently seeking dlvry drvrs for it’s A2 Stores. Wknds and eves req’d. Must have clean driver rcrd. Great pay. No exp necessary.

Fax resume with job title in subject line to: (734) 223-1234 EOE



real life example: 3.7 DESIGNS



real life example: 3.7 designs

problem #1: how do you showcase their product over the radioin a business that it so focused on design, shouldn’t you show designs?

problem #2: how do you demonstrate knowledgethey want a website that looks good and works. period.




the solution: focus on the “the flow”, not “the goods”

1. decide on a brand promise3.7 DESIGNS is a design firm who is accessible to their clients

2. make a brand promiseyou’ve been burned before, 3.7 DESIGNS will take care of you

3. deliver on a brand promiseonce they walk in the door, give them what they ask for




did it work? have they seen any results?



so what have we learned?

• branding boils down to building trust

• branding must carry into every touch point

• radio is built for delivering your brand



let’s keep the conversation going.

[email protected]

@KyleStuef

www.linkedin.com/in/kylestuef


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Radio Branding For La2 M, Kyle Stuef, May 2010

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Transcript of Radio Branding For La2 M, Kyle Stuef, May 2010