Satellite radio can promote your national brand
Laptop Battery By Troy Janisch • 04/06/06
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Thinkpad Marketers with national brands are learning to love satellite
radio because it can be a great way to take a small budget and do
big things with it.
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Microsoft Satellite radio is nationwide and provides a format for every
listener and for every advertiser. A satellite radio campaign can
be more cost effective to produce, air and manage than a national
TV or local AM/FM radio campaign.
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Laptop Computers Satellite radio includes two major players: XM Satellite Radio
and SIRIUS Radio. Both offer over a hundred mass appeal and niche
programming channels. Both offer subscribers Internet-based
listening options. Both partner with automobile and car stereo
manufacturers to make their hardware more accessible to consumers.
As a result, both companies are reporting significant subscriber
growth.
The majority of digital satellite radio channels have no commercials at all. Sound Quality The sound quality on Satellite radio is comparable to that of a CD player and sometimes better. Below we have created a series of questions that will help you on your search for a new Satellite Radio. It's important to understand that there are two different companies behind Satellite Radio, at this time. If you'd like rmation on both companies Sirius or XM radio, 5800.
Laptop Computer XM offers more than 160 digital channels of music, news, talk,
radio, sports, comedy and children's programming. In April, 2006,
XM announced that it surpassed 6.5 million subscribers nationwide.
SIRIUS offers over 125 digital channels of satellite radio: 67
devoted to commercial-free music and 61 channels of sports, news,
talk, entertainment, traffic, weather and data. In March 2006,
SIRIUS announced that it surpassed 4 million subscribers
nationwide.
Satellite radio works through a control station sending a transmission to an orbiting satellite. The satellite then bounces the signal back down to radio receivers on earth, such as portable device or a car radio. What's different about satellite radio from your ordinary ground stations is that you get up to 100 channels with digital sound as well as information on the screen indicating the song, artist and genre.
Desktop Computer Although both XM and SIRIUS are know for providing channels of
uninterrupted music, each contains a wide array of talk radio
stations that include advertising.
Notebooks For comparison, we created test campaigns on both SIRIUS and XM
and found comparable results. The typical cost per 30-second spot
on SIRIUS radio talk channels, excluding Howard Stern, was around
$40 per spot. SIRIUS traffic and weather channels averaged $8 for
each per 15-second spot. On XM, spots on the same networks averaged
$55 per 30-second spot.
Lenovo Since there is limited overlap among XM and SIRIUS subscribers,
marketers can maximize their national reach by advertising on
each.
Hard Drive Satellite radio subscribers
Travelstar Most people subscribe to satellite radio because they don't like
AM/FM offerings in their local community. According to a 2005 study
of 500 satellite radio users by Eldon University, the most
frequently mentioned reason cited by enthusiasts for adopting
satellite radio was dissatisfaction with the programming on AM/FM
radio. The study said that satisfaction among satellite radio
enthusiasts is very high. 98 percent indicated they are "very
satisfied" or "satisfied" with the service. They enjoyed satellite
radio's commercial-free environment, variety of music, quality of
satellite radio's audio signal and widespread signal coverage.
Gateway Who subscribes to satellite radio? More than you'd think. In a
January, 2006, survey of more than 1,000 households from American
Media Services (AMS), about 12 percent of Americans said they
subscribe to satellite radio and 18 percent of say they are likely
to subscribe to paid satellite radio.
Laptop Parts According to a 2005 survey by MarketStar, 18-34 year olds are
the strongest subscriber base for satellite radio. The survey
concluded that 4.2 percent of adult consumers said they subscribed
to one of the satellite radio services in 2005.
Software An additional 16.1 percent said they plan to subscribe someday.
Of those people who said they plan to subscribe, 28.7 percent said
they would subscribe to SIRIUS, 16.7 percent said XM and 54.6
percent were undecided about which service they would choose. XM
was the top pick for 18-24 year olds. SIRIUS was #1 for all other
age groups in the MarketStar survey.
Hard Drives As people learn more about satellite radio, their likelihood of
subscribing may increase. According to the MarketStar survey, 22.7
percent of respondents ages 35 to 44 (and 24.3 percent of
participants ages 45 to 54) said they didn't know enough about the
service.
Electronics Writing for radio
Canon Marketers often work with an ad agency or radio station to
produce ads. Both SIRIUS and XM radio have the ability to produce
radio ads for marketers. In fact, the recording studios and talent
provided by Sirius or XM will likely surpass the quality of
producers in your local market. During a recent test campaign, we
provided SIRIUS with three radio scripts which they produced to our
specs (with voice talent, sound affects and music) in less than a
week.
Desktop Pc The better a marketer knows radio, the more effective their
radio spot will be. Marketers have to deliver their brand message
through words, voices, sounds and music - without pictures. This
means that creating a good radio spot depends on your ability to
tell the right story. Here are some general tips.
Desktop Computers Keep things simple: Radio is better at increasing your
brand awareness than it is at describing everything someone may
want to know about your company or its products. You've got only
60, 30 or 15 seconds to communicate your brand. Stick to one idea.
Begin with something relevant, but unexpected to gain a listeners
attention. End with something memorable.
Think Pad Write for the ear: Radio is uniquely nonvisual. Copy that
works well in a print ad or the voiceover for a TV commercial can
sound dreadful when read aloud. When you create a radio commercial,
think in terms of sound rather than words.
Repair Say it again: Since your unable to display a company logo
or show products on radio the way you can in print or TV, it's a
good idea to repeat the name of your company or product throughout
your commercial. As a general rule, a spot should include the brand
name at least three times.
Data Recovery Personalize your message: Tailor your commercial to time,
place, and specific listeners. If its running during the morning
commute, take advantage of knowing that individuals are likely in
their cars. A spot that works on ESPN may not work equally well on
CNN or ABC News radio.
Cisco Avoid Numbers: One of the advantages of advertising on
satellite radio, is that both SIRIUS and XM allow you display a
message on the LED display of their receiver. This means that you
can show your company's website address or toll-free phone number
during the duration of the ad. Since it's unlikely that individuals
will remember a spoken telephone number in a commercial or have a
pen and paper handy when listening to your ad. Consider sending
individuals to your web site rather than to your phone. Or, if you
must include a telephone number consider a vanity number that
spells a memorable word or phrase associated with your
business.
Keyboard Satellite radio provides a new national radio platform for many
advertisers. Satellite radio offers expanded program choices,
coast-to-coast coverage and the ability for advertisers to
effectively reach specific audiences in a cost-effective way in the
mobile environment.
Monitor With the ability to reach radio audiences nationwide, satellite
radio provides the kind of targeted national, mass-market radio buy
that many marketers are looking for.
Desktop Troy Janisch is president and founder of the Icon Interactive
Group (www.iconinteractive.com), an industry leader helping
companies integrate Internet and other Interactive media into sales
channels, marketing strategies, and overall branding. He can be
contacted by e-mail at tjanisch@iconinteractive.com.
The opinions expressed herein or statements made in the above
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reflect the views of Wisconsin Technology Network, LLC. (WTN). WTN,
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