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Bruce & Sue Goldsen
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Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.
By: Seth Resler Jacobs Media Strategies
Radio stations like running Facebook ads because they are inexpensive and can target specific audiences. If your station only has $1,000 to spend on marketing and wants to reach men between the ages of 25 and 54 in a particular Milwaukee suburb, Facebook ads are a very effective way to do so. If your station is looking to spend money on Facebook ads, here are some tips:
1. Have a Specific Digital Goal
Online ads are powerful because you can measure how much it costs to get people to perform a specific online action. However, if the goal of your ad campaign isn’t digital, you lose this advantage. Never run a Facebook ad campaign with a vague goal like “raising brand awareness.” Also, don’t set up your campaign with a non-digital goal in mind, such as “increasing the ratings.” Nielsen is fickle, and you could spend a lot of money with no ratings results, without being able to tell if the disconnect is due to Facebook or Nielsen.
Instead, create ad campaigns that drive people towards a very specific digital action. The key is that you want to be able to measure the number of people who take this action as a result of your ad campaign. For example, if you want to get more listeners for your station, design a campaign with the goal of getting people to stream the station. If you want to raise awareness about the morning show, design a campaign to drive online entries for a morning show contest. If you want to promote your station’s big summer concert, design a campaign that leads people to buy tickets online.
Of all the possible digital goals for a Facebook ad campaign, my preference is to drive people to sign up for your radio station’s email database. This is because once you capture a listener’s email address, you can reach them again at any time without spending more money. On the other hand, if you drive them to stream the station, you will have to pay for another ad to get them to stream again. I also prefer driving people to the email database over your station’s Facebook page because you own your station’s email list and can use it however you see fit; your Facebook page is subject to the whims of Facebook’s algorithm. One change by Zuckerberg and far fewer listeners could see your station’s posts on Facebook even though you paid for ads to get followers.
2. Send People to a Landing Page
Don’t send people to your radio station’s homepage; instead, send them to a landing page. A landing page (also called a “squeeze page”) is a webpage that encourages visitors to take a specific action by removing other options. For example, if the goal of your Facebook ad campaign is to get people to enter a contest, send them to a page that describes the contest and displays a form to fill out, but removes all other elements, including the main menu and the sidebar. Here’s a guide to designing website landing pages.
3. Run A/B Tests
When your ad campaign has a specific, quantifiable digital goal, you can measure how well it’s performing. This allows you to fine tune it as you go to maximize your results. To do this, use “A/B Tests.” In an A/B test, you run two campaigns that are identical in every respect except one. For example, you might run two campaigns on identical dates, with identical budgets, targeting identical audiences using identical copy, but with two different images. After a week, see if there’s a noticeable difference in the number of clicks with these ads. If so, modify your ad campaign accordingly.
The key to gaining actionable information from an A/B test is to only test one variable at a time. Here are some variables you may want to test:
Time of day
Days of the week
You can also test variables on the landing page. In this case, you’ll run two identical ad campaigns with each driving people to a different landing page. These pages will be identical except for one variable, such a the headline text. When you test a landing page, you’re not testing to see which ad campaign gets the most clicks (because they’re identical, they should get roughly the same); instead, you’re measuring to see which landing page leads to more goal completions.
Before allocating lots of money to your Facebook ad campaign, run a series of A/B tests to make sure you’re getting the biggest bang for your buck.
Facebook ads can be a powerful tool for radio broadcasters, but using them effectively takes some effort. Be sure to put enough thought into your campaigns and monitor the results closely.
For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.
The other night a radio salesperson was in a restaurant. Business was a little slow, and so he struck up a conversation with the owner, who told him that she had used radio advertising for a restaurant she had owned back in California, and it didn’t work, and she didn’t intend to use radio ever again.
He told the owner that he and his wife had been in another restaurant in town a couple of days ago, and the service and food were both terrible. But, rather than never go to another restaurant again, he and his wife decided to try her place, where they found just the opposite. He suggested to her that just because radio didn’t work for her in one situation, there is no reason why she should conclude all radio advertising doesn’t work.
That radio sales person had a new client by the time they paid for their meal.
Another radio salesperson was calling on a jewelry store. She had made several calls on the owner and was in the middle of a presentation when the owner suddenly asked her, “Have you ever bought anything from us?” She replied, “No, because you never asked me to.” She finished her radio advertising presentation. He signed up.
Another radio sales person was calling on a car dealer who said, “I don’t like your radio station. I’ve never liked it and I don’t listen to it.” The radio salesperson responded, “I don’t care if you ever listen to us, for you see we have a lot of people who do listen and like my radio station, and right now your advertising isn’t reaching any of them. But we are telling them about your competitors.” The car dealer was a little taken aback, but proceeded to get serious, and is now on-the-air.
Sales is the transference of confidence.
In each of these short stories, each radio salesperson was confident about their radio station to deliver results. They were also prepared for such objections.
Prepare, prepare, prepare.
There is no substitution for preparation.
As famed Notre Dame football coach Lou Holtz put it,
“Everything is won or lost in the preparation stage.”
Reprinted by permission.
Dick Taylor has been “Radio Guy” all his life and is a former professor of broadcasting at the School of Journalism & Broadcasting at Western Kentucky University (WKU) in Bowling Green, Kentucky and he’s currently seeking his next adventure. Dick shares his thoughts on radio and media frequently at https://dicktaylorblog.com.
On July 31, 1948, the Holland-Zeeland area welcomed its first permanent radio station as 1450 WHTC took to the air at 6 p.m.
On July 31, 2018, the station will celebrate 70 years of service with a special live broadcast beginning at 9:30 a.m.
The broadcast will begin with a special building rededication featuring a ribbon cutting with the Michigan West Coast Chamber of Commerce. The celebration will include special guests, building tours and an opportunity for guests to visit on or off the air.
The broadcast will be available nationwide at whtc.com, via their app, NextRadio or Alexa; and the broadcast will be made available as a podcast on the station’s website. The station’s website also has a special 70th anniversary section and all are welcome to check it out.
The MAB will be on hand July 31 and we’ll be posting photos on our Facebook and Twitter pages as well as the weekly News Briefs.
Legendary WDIV-TV (Detroit) anchor Mort Crim is appearing in a new episode of Comedy Central’s Detroiters. Crim plays himself and is offered an opportunity to become a celebrity spokesman for a local furniture store.
Crim retired from WDIV and TV in 1997 and is the real-life inspiration for “Anchorman’s” Ron Burgundy.
In a soon-to-be released episode of “Detroiters,” Crim is seen hearing a pitch from the show’s main characters, Sam and Tim, who play ad men trying to build a local advertising empire.
Since retiring from TV, Crim started his own marketing agency, Mort Crim Communications, and is often featured in commercials for Majic Window.
The show actually used WDIV studios for scenes!
“Detroiters” airs Thursday nights at 10:30 on Comedy Central.
Beasley Media Group, LLC., a subsidiary of Beasley Broadcast Group, Inc. has announced that the company’s Detroit-based WRIF-FM Dave & Chuck the Freak Morning Show is now be simulcast weekday morning from 6AM-10:30AM on WRXK-FM/96 k-rock in Ft. Myers and Naples, Florida. The simulcast began July 16.
The Dave & Chuck the Freak Morning Show, known for its unique style of humor and banter, along with heavy social media interaction with fans, will provide wicked laughs and entertainment weekday mornings for Southwest Florida listeners.
Dave Hunter and Charles Urquhart (along with show member Lisa Way) began working together in April of 2001 on Windsor, Canada’s 89X (CIMX 88.7 FM) until November of 2012. The show officially debuted on the WRIF-FM airwaves in May of 2013. Since then, they’ve added Cohost Andy Green, Producer James Campbell and Video Editor Jason Watson.
“We are pleased to have some of the finest personalities in the rock format within our company and Dave & Chuck are among the best of the best,” said Beasley Media Group Executive Vice President of Programming Justin Chase. “The type of content that they deliver has proven success in this market and I have no doubt this show will be a winner in Fort Myers.”
“96 k-rock has a history of having the best Rock Radio morning shows in America,” said Vice President and Market Manager Brad Beasley. “We continue the tradition by bringing Dave and Chuck the Freak show to Southwest Florida and are excited to share their unique brand of humor and entertainment on the station with our dedicated listeners.”
“We are thrilled to be heading south to air on 96 k-rock,” said Dave Hunter. “It’s exciting to have the folks in Fort Myers & Naples be able to join in on the Dave and Chuck the Freak party we have every morning.”
After 7 years, Townsquare Media/Grand Rapids Operations Manager Tom Cook has announced his resignation. Cook, who is headed for a soon-to-be announced opportunity said, “This is a great gig, and Grand Rapids is a great city. The person who lands this gig will love the company, and living in Grand Rapids.”
Cook was also overseeing programming for the company’s 18 stations in Michigan, including Lansing, Flint, Kalamazoo and Battle Creek.
Townsquare Market President Rick Sarata is currently accepting applications for the OM position.
iHeartMedia has announced that Paul Corvino is the new Region President for iHeartMedia Detroit, succeeding Nick Gnau, who is transferring to the Region President post for iHeartMedia Philadelphia.
Corvino (left) joins from Clear Channel Outdoor Americas, where he most recently served as Regional President for its Midwest Region. He brings over 25 years of executive management experience to his new role, including positions at AOL, the New York Times and Cablevision Systems. Corvino was also the founder and president of C2MediaSales.com.
Gnau (right) has been with iHeartMedia for over 25 years and most recently served as Region President for iHeartMedia Detroit, which includes the Detroit, Grand Rapids, Toledo and Muskegon, MI markets. He was previously VP and Regional Market Manager in a variety of markets including Dayton, Lima and Marion, OH.
Gnau has also been serving on the Board of Directors of the Michigan Association of Broadcasters.
Gnau and Corvino will report to Tom McConnell, President of iHeartMedia’s East Division, who commented, “Nick and Paul are great leaders with successful track records and who have done an extraordinary job for us across multiple markets and platforms. Their vast experience and proven leadership and performance results have shown that they are the perfect candidates to continue to further accelerate growth and innovation across these regions.”
This week, the approval of the Office of Management and Budget of FCC rules imposing new paperwork burdens relating to simulcasting of a TV station’s primary signal on a host station when it converts to the new ATSC 3.0 next generation TV transmission system was announced in the Federal Register. The primary rules for ATSC 3.0 were adopted last year, and became effective in March 2018 (see our post here). But the rules requiring an FCC application before commencing the simulcast of the primary signal on the host station as well as over the new ATSC 3.0 signal, the notifications necessary to TV viewers and MVPDs, and other filing obligations required OMB approval under the Paperwork Reduction Act before they could become effective, and that approval has now been obtained. But this does not mean that Next Gen TV stations will be popping up everywhere immediately.
The FCC this week issued a Public Notice announcing the approval of these paperwork requirements, but indicating that it is not yet accepting applications for stations proposing to operate with the ATSC 3.0 standard. The FCC is still preparing a new form for ATSC 3.0 stations to file, and getting its LMS filing system ready to accept all of the newly required FCC filings associated with the conversion. A subsequent public notice will be released when the FCC is ready to accept ATSC 3.0 applications – at some undetermined time in the future, likely at some point in 2019. The Public Notice does offer the option for stations ready to operate with the new system to request experimental authority to do so (several such requests have been filed and granted for tests by commercial and noncommercial stations). But, until the new forms are ready, and until more ATSC 3.0-capable receivers are available to consumers, a mass conversion of stations to the new transmission standard will have to wait.
David Oxenford is MAB’s Washington Legal Counsel and provides members with answers to their legal questions with the MAB Legal Hotline. Access information here. (Members only access).
There are no additional costs for the call; the advice is free as part of your MAB membership.
On July 10, the FCC released an Order (here) announcing its adjustments to its application fees for commercial broadcasters and other licensees. The fee schedule reflects a 3.7% cost of living increase in the processing fees that are paid when broadcasters file an application with the FCC. Fees for broadcast applications can be found starting at page 27 of the PDF containing the Order.
The increases are modest – for example, the fees for a minor change, an assignment or a transfer application increase from $1070 to $1110 per station. These new fees will be effective 30 days after this Order is published in the Federal Register. If you are planning an FCC application that will be filed a few months from now, pay attention to the effective date of the new fee schedule to avoid having your application bounced for paying an incorrect fee.