HD Digital Radio Alliance Expands Marketing Campaign to Convert Consumer Awareness to Action
Monday, June 30th, 2008
Innovative Mobile Texting Initiative Engages Consumers Directly, More Than Half of New Radio Ads Invite Consumers to “Text UPGRADE to 34343”
HDRadio.com Traffic Continues to Grow Exponentially, Now Features Instant Listener Guides to Aid Point-of-Sale at Retailers and Auto Dealerships
ORLANDO, Fla. – June 30, 2008 – The HD Digital Radio Alliance, a joint initiative of leading radio broadcasters to accelerate consumer adoption of HD Digital Radio, today announced an expanded marketing campaign aimed at converting awareness into buying action. Starting today, the Alliance adds an innovative mobile marketing initiative and expanded online resources for retailers and auto dealers to the next flight of on-air radio ads.
Earlier this year, the Alliance announced it would focus on converting the significant awareness created for HD Radio broadcasts over the last three years into purchasing activity. The campaigns to date have produced impressive results. Awareness of HD Radio broadcasts among radio listeners topped 75% in 2007, according to data from Critical Mass Media, with awareness among current or likely auto buyers now at some 31%, according to J.D. Powers. And separately today, the Alliance also revealed that traffic to HDRadio.com continues to grow exponentially, with the number of page views so far in 2008 exceeding that of 2006, the site’s first year.
“This campaign is the first to issue a call to action that will create a direct conversation with consumers,” said Peter Ferrara, president and CEO of the HD Digital Radio Alliance. “By establishing a direct, instant relationship with consumers who show an interest in HD Radio, we begin to activate a whole new category of catalysts.”
The mobile marketing portion of the HD Digital Radio Alliance campaign has been created in partnership with 3Cinteractive. Consumers will be able to receive information on HD Radio receivers, retailers and vehicles providing HD Radio broadcasts by sending a text saying ‘UPGRADE’ to 34343. They will also have a chance to opt in to win one of 200 HD Radio receivers and receive future updates about HD Radio.
Inside the Expanded Campaign
“As we convert consumer awareness into action, it was especially important to increase the breadth and depth of our marketing,” said Diane Warren, executive vice president of the HD Digital Radio Alliance. “Giving point-of-sale professionals at retailers and auto dealerships instant access to programming and device information needed to close a sale was our top priority. And by opting in, consumers now have a one-stop shop: they can choose and get a discount on a radio, find the station in their market they like, and even get information on iTunes Tagging. We’re now reaching consumers via the radio, on their phone, online, and in stores.”
Radio ads within the new $57 million, 13-week marketing campaign will be heard in 100 markets on more than 700 stations. A full 65% of the radio ads will invite consumers to text UPGRADE to 34343 with the remainder issuing the familiar call to action to visit HDRadio.com.
A host of new features and special pages on HDRadio.com includes Instant Station Guides and new, easy-to-read buyers’ guides. Now, consumers, retail associates and auto dealers can create and print complete HD and HD2 station guides with just a keystroke. Consumers in the texting campaign will receive the station guide directly on their cell phone. With the buyer’s guide on HDRadio.com, consumers looking to upgrade a home/office or current vehicle receiver can easily sort by price or device manufacturer.
Also on HDRadio.com, site content continues to target key consumer trends, now showcasing how HD Radio broadcasts can enhance newly popular “staycation” (stay-at-home-vacation) strategies, and accommodate consumers who are looking for the right options for either their new car or their “now” car.
Other information available via cell phone within the mobile texting initiative include an iTunes Tagging tutorial, a $50 rebate on an HD Radio receiver, and the opportunity to participate in interactive polls.
“The importance of creating an instant, two-way conversation with consumers is absolute,” said David Ross, Chairman of 3Cinteractive, a mobile marketing company. “Raising consumer awareness, lowering customer acquisition costs, and increasing customer retention becomes a given when you take an end-to-end, concierge-style approach.”
Unprecedented Traffic to HDRadio.com
In addition to the raw increase in traffic to HDRadio.com, the percentage of new visitors to the site continues to exceed 80%. The site currently sees some 2700 unique visitors per day and those visitors currently spend an aggregate of 5600 hours per month on the site.
“Since January 1st, 2008, there have been over two million page views, with tens of thousands more coming from widgets embedded in radio-station Web sites,” said Jamie Allen, Chief Operating Officer at Texas Creative, the company that built and maintains the site. “All of the stats are for organic traffic, not aided by any search-engine optimization.”
Other resources available to broadcasters, retailers and auto dealerships, all available at HDRadioAlliance.com, include:
- Market station guide widget shows ALL stations broadcasting in HD and all multicast stations.
- A comprehensive marketing toolkit for local stations currently or about to launch HD stations.
- Planning and marketing materials for automotive dealerships.
- iBiquity’s HDRadioUniversity.com HD Radio product training for retail associates.
- Spanish-language materials that support Spanish-language programming.
- Complete access to produced commercials promoting HD Radio products, programming and availability.
About the HD Digital Radio Alliance The HD Digital Radio Alliance is a joint initiative of leading radio broadcasters to accelerate the successful rollout of HD Digital Radio. Current members include major radio groups and independent station owners: Beasley Broadcast Group, Bonneville International, Buckley Radio, CBS Radio, Citadel Broadcasting / ABC Radio, Clear Channel Radio, Emmis Communications, Entercom, Greater Media and WBEB Philadelphia. For more information on HD Digital Radio, visit hdradio.com.
HDRadio.com now offers a full range of radios from a wide variety of manufacturers for your “NOW” car and your “NEW” car. Select from a simple-to-use buyer’s guide that can sort by device manufacturer and price. Easily find a station broadcasting in HD and additional formats you can only hear on an HD Radio with the station guide.