With a holiday weekend between now and then, at NuVoodoo we’re hard at work on our July 8 webinar: Marketing in the New Abnormal. Along with insights gleaned from the on-going coronavirus tracking studies we’ve been conducting since March 9, we’ll be incorporating data from our just-completed Ratings Prospects Study XVI. The new study incorporates the opinions of over 3,700 respondents, ages 14-54, across all PPM markets.
Knowing that advertisers and agencies will grow increasingly selective about who “gets on the buy” this fall, the pressure to deliver ratings will be more intense than ever. At the same time, you’ll be faced with budget constraints and fewer resources to get the job done. NuVoodoo is committed to supporting you with actionable intel to guide you through the volatility of the coming months. Here are some highlights:
- How are survey-friendly listeners feeling now? Are they “virus-ed out” and seeking an escape to regular programming, free of COVID-related updates – or are they leaning in, hoping for reassuring news?
- How big a footprint has TikTok carved out? Has it replaced Instagram for compulsive usage among younger listeners? Has Instagram crept up on co-owned Facebook? What social and digital media strategies give you the best chance for reaching and influencing ratings-likely participants?
- Which marketing channels provide the most bang for least buck? Is it calls to the office (is anyone IN the office?); digital media on mobile phones; mail delivered to the home or billboards?
- Speaking of the office, where can you find ratings-friendly listeners during the workday now? And what devices and programming are they listening to wherever it is they call “the workplace?”
- What’s the smallest cash prize your station can offer and still entice likely ratings participants? Are there prizes that sales can trade out that move the needle as well (or nearly as well) as cash? What about insured prizes? Can group contests be effective? Do any of these lower-cost strategies actually work?
- What promotional events are listeners most likely to attend (and with what precautions)? What can you offer instead to support sales efforts for Non-Traditional Revenue?
We even looked at the messages your clients might employ to lure in customers as folks try to resume some level of normalcy. For example, how would a business advertising a “No-Mask” policy (as a stand against interfering with personal freedoms) resonate with consumers?
Our data shows that while a plurality of females would stay away from businesses advertising such a policy, nearly half the men 35-44 would be attracted to a business with a “no-mask” policy. There was also a difference of opinion between typical radio listeners and the small subset likely to carry a meter or fill out a diary – but we’re saving those results for the webinar.
As always, we respect your time and promise to get through the data in about thirty minutes – and then stay on to answer questions as long as needed. The session is Wednesday July 8 at 1 PM EDT. Reserve your slot now at: nuvoodoo.com/webinar-signup.