"In order to do it right--you'd have to get a backhoe and dig up a ten foot section of the front yard...remove the pipe and replace it with a new section. Or...you could hire a guy like me to do it. And I'm not cheap..."
I'd come to know Dick Ray Jr. through handling his father's advertising account on our classical radio station back in the 80's.
Owners of Shawnee Mission Plumbing, Heating & Cooling since the 50's--their quality service and reputation are unmatched by many competitors in the Kansas City market.
Today, Dick Ray Jr. continues that quality since his parents passing years ago.
What distinguished their advertising--was the familiar voice that intro'd all of their ads...."This is Dick Ray the master plumber..."
In a casual midwestern drawl , he'd meticulously talk about his time in the Navy, the quality of products they carry--and the fact that nobody...BUT NOBODY has more parts on his truck, than Dick Ray the master plumber!
Every Sunday at 11a-12noon, Dick would talk about plumbing issues, heating, a/c problems and take listeners calls.
Not only was it a good way to provide solutions to people's problems--but it positioned Dick has a resource...an authority--which indirectly brought in customers as they "trusted" him from hearing him every week.
That really is the great benefit for branded content is to have your own radio show. It basically provides a "platform" that you can use to promote in other media or means of advertising.
It's engaging content targeted to the radio stations' demographic--with a Hollywood flair to it.
You basically become the "star" of your own show! And for Dick Ray--he would invite his vendors to help pay for his show--by doing ads for them! All because he received "coop" dollars from them for his advertising. By buying their products--they would help pay to promote it.
No matter what the business--everyone can use this format to promote their business. How many competitors have their own radio show?
So, Dick Ray benefitted from doing several things:
- He was consistent in his messaging through a weekly radio show complete with weekly promo's.
- He created the content--which would allow him to promote his most profitable segments, products--surrounded in a content-driven radio show.
- He would "leverage" this "show" through banners on his trucks ("listen every sunday at 11a...") and any other form of advertising he would do. People who hadn't heard of him might go, Oh--this guy has his own radio show!
Purchasing these block programs can be a very effective way to compliment your social media as you promote this weeks topic via Facebook, etc.
If you don't have a "talk" station in your market--you can record a shortened version as a "podcast" that the radio station can put on their website and yours--then you promote it via :30 messages on that station.
That will draw listeners to tune in to your weekly podcasts to listen 24/7.
What's more--by having podcasts on the station website--you'll be getting thousands of listeners every week going to the station website and "piggyback" on the station's success.
Listeners can access these podcasts any where in the world because it's on the internet.
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