As you consider Michigan Radio sponsorship as a way to promote your business, mission or event, you should also be considering the copy message you’d like to air.
Your copy message is an important consideration: not just any message, but the right kind of message.
An appropriately worded sponsorship message is one that resonates with the listeners and fits in with the sound of the station.
Just as you wouldn’t pair brown shoes with a black tuxedo at a formal event, you don’t want a message that strikes listeners like an out-of-tune piano in a symphony orchestra. You want copy that fits in with the sound of the station.
The things that make Michigan Radio unique in sound and substance are why our listeners tune-in. In addition to providing exceptional programming, it’s important that we maintain an uncluttered environment, so that listeners are engaged during breaks, stay tuned to the station, and hear our sponsor’s messages.
That’s why crafting underwriting messages that are in keeping with our programming values is important.
When it comes time for writing copy, there are important questions to keep in mind:
Does the copy focus on brand and community messages instead of just a list of the sponsor’s products?
Is the length of the message appropriate?
Is the tone appropriate? Is it produced in a calm, authentic voice?
Is the copy reinforcing a trust relationship?
We’ll take a look at two ways an sponsorship message can be written for the same sponsor. Here’s an example of a credit for a business that’s in the finance category.
The first of the two is a good message, FCC-compliant, and written with the focus on the product:
Support for Michigan Radio comes from Wealth Investment Advisors, providing a wide range of investment options, from stocks, bonds and mutual funds, to comprehensive portfolio management since 1995. On the web at Wealth Investment Advisors dot com.
Here’s a second version, also a good message and FCC-compliant. It’s also a message that’s locally oriented and supportive of the local community:
Support for Michigan Radio comes from Wealth Investment Advisors, helping local families navigate the investment landscape since 1995. On the web at Wealth Investment Advisors dot com.
Both examples are good copy and FCC-compliant. The second is to-the-point, an example that makes for a clear, uncluttered message that resonates with the listener. When fewer words are used, it’s easier for a listener to remember the details, compared with a longer list of product or service offerings.
Information in shorter spots is easier for the listener to remember. That’s a good guide to use when choosing the wording that will resonate with the listener. The second credit is poised to deliver on the halo effect, creating the image of the business that supports the station.
Sponsorship messages should resonate with the listeners. When you’re listening to the radio everything that comes out of the speakers is heard as programming, and that includes the sponsorship messages.
Contact us for more information about how we can help you get your clear, concise message out to our audience with a Michigan Radio sponsorship.
You already understand that radio is still relevant, but what makes public radio in general and Michigan Radio in particular a better place to air your message than commercial radio?
Here are the top reasons to air your message with Michigan Radio vs. a commercial station:
Your message reaches more of Michigan without losing the localized feel of radio
Your message stands out on our uncluttered air, since we only air 1-2 minutes of sponsor messages an hour (versus 15-20 minutes of ads on commercial radio)
Your message reaches an engaged, affluent and educated audience
Our audience is 74% more likely to do business with a public radio sponsor, due to the Halo Effect
We’re community minded – we care about what our listeners care about and what YOU care about
Contact us today to find out how a Michigan Radio sponsorship can benefit your business and your community!
Building rapport with a customer is the first step in the sales process. Making that connection can sometimes be difficult, but a Michigan Radio sponsorship can help you start it before you ever speak with your potential customer.
The first and most important step to building rapport is finding common ground. If you are selling bikes and a person enjoys biking, you have some common ground, but it is important to have something in common outside of what you have to offer your customer.
That’s where Michigan Radio comes in.
By becoming a sponsor, you are letting our listeners (your potential customer base) know that you care about public radio – something our listeners are also passionate about! Your sponsorship opens the door, and the conversation, before you ever have the opportunity to meet our audience.
Your sponsorship message gives our audience two crucial pieces of information:
Your message, delivered in our high-quality, content rich environment
Common ground with YOU – because our listeners financially support the station, just like your sponsorship does!
Contact us to find out how we can help you start building rapport with our audience today!
Your digital sponsorship will increase your exposure to Michigan Radio’s highly coveted audience. With more than 870,000 pageviews per month, you can reach the more than 346,000 unique users that visit our website monthly.
Make the most of your digital sponsorship with a web tile that will get attention and generate clicks!
Contact us to learn more about reaching our online audience with a web sponsorship!
Your budget is a crucial component in your decision to market your organization. We understand that this is a “make-or-break” aspect of your decision-making process.
When deciding where your marketing dollars go, we feel it’s important to not just look at the amount, but to also consider the value. Michigan Radio Sponsorship is unlike any other marketing investment out there. Your organization is gaining exposure while you are investing in Michigan’s journalistic integrity and fostering goodwill within the community. Michigan Radio sponsorship is an effective marketing tool that aligns your organization with our mission: to provide “… stimuli for a broader knowledge, fuller understanding, and deeper appreciation of the humanities, of the sciences, and of social, economic and civic problems”. Who wouldn’t want to be a part of that?
Public radio is one of the few ways to promote your organization that is also altruistic. Your sponsorship allows us to buy programming, fund our newsroom and give Michigan’s citizens the news they deserve. Your contribution is a charitable donation that is integral to strengthening Michigan’s community and access to information.
Michigan radio sponsorship would allow you to reach an exclusive, heavy listening audience who would otherwise miss your message if you choose to only advertise on commercial radio. As the top public radio station in the state, Michigan Radio reaches more than half a million listeners a week. Including sponsorship with Michigan Radio as part of your marketing plan ensures that your message will reach a more thorough audience.
Can you afford not to partner with Michigan Radio?
By Carol Lawrence, Michigan Radio Account Executive
Why do NPR station listeners take action after hearing a message about a company that does not state a specific call to action such as: “Call now”, “Visit us at…”, or “Stop by”? Let’s start with what NPR is, and why NPR airs corporate messages of support to begin with.
NPR, or National Public Radio, is a privately and publicly funded non-profit membership media organization that serves as a national syndicator to a network of approximately 900 public radio stations. NPR produces and distributes news and cultural programming that is produced by NPR itself and other content providers such as American Public Media, Public Radio International, and Public Radio Exchange. NPR is known to present fact-based, independent journalism that examines and airs diverse perspectives. NPR journalists strive to tell stories in ways that transport the audience to the places where news is happening, and introducing the people affected. These are just two of the reasons that NPR is a unique service that is extremely valued by its members, listeners, and sponsors alike.
As non-profit organizations, National Public Radio stations rely on the financial support of listeners and corporate sponsors who, through their contributions, help make possible the service that NPR provides. When a company makes a contribution to a public radio station, the station in return airs “thank you” messages, which always begin with…”Support for this station comes from…….”. The essence of the message IS the very fact that the company is providing financial support for the NPR service in that community. This alone ingratiates the company into the favor of the NPR listener. The secondary information in the message informs the listener about the funder in a “value-neutral, non-promotional” manner to further endear that company into the heart and mind of the listener. The message can include things such as how many years the company has been in business, the services the company provides, and how to find out more about the company.
It is understood that whenever a company shares information about their goods and services, in any form, they are doing so with the hope that you and I will take action and use their goods/services. In other words, we already know that a company wants “action”, with or without an emphatic “call to action”. And the good news is that if we do decide to take action we now more than ever have all of the tools necessary to find out anything further we would like to know after being introduced to a company of interest. Even my 88 year old Mother knows how to use “the Google”!
The next time you hear or see an advertisement that begs: “Come on by!”…or “Call us now!”…or “Don’t Delay!”…. please take a moment and evaluate for yourself. Isn’t it already implied that the company wants you to do those things? Why else would they have told you about their offerings? Are you more compelled to take action because the company told you to do so? Or like the NPR listener, are you just as, or even more, compelled to become a patron of a company who spends all of their treasured time with you speaking factually, one-to-one, to educate you about who they are and what they have to offer, leaving you to decide for yourself whether or not to “call now”.
National Public Radio stations and their thousands of new and legacy sponsors are proof that when a sponsor message, sans a call to action, is heard on NPR, the listener responds. NPR listeners know that, like themselves, the sponsor supports the NPR service that the listener values and trusts. Secondly, the listener knows that the sponsor wants that listener to use their services. The bottom line is this: NPR and its listeners have trusted, proven, intimate relationships, which deliver time and again for the sponsors. In such a close relationship, a call to action, truly and simply, goes without saying.
As a public radio station, our mission is to educate and inform the public. We see our concise and direct sponsorship messages as an expression of this mission.
But sometimes those guidelines can feel restrictive: no calls to action, no qualitative comparisons, no subjective language – it can really seem like a lot of NO.
We’ll let you in on a secret – when it comes to sponsorship, less is more.
Our listeners respect the clear subtlety with which our sponsors present themselves– you can get your message across without the promotional language and repletion you hear on commercial stations. We call this value “The Halo Effect”.
The Halo Effect is is defined as “the positive sentiment that listeners have towards companies that support the community service of NPR and public radio stations”. This powerful benefit provides clear benefits to our sponsors including perceptions of increased quality, credibility and communication connection. To maintain the Halo Effect, we uphold a set of best practices that enhance consideration of public radio, many of which we previously mentioned.
On Michigan Radio, sponsorship messages stand out. Corporate sponsors support a public service and our success isn’t rooted in revenue. Our listeners see the value in that.
As a marketer, your primary goal is to reach your target audience.
Are you a Michigan Radio listener? If you aren’t, you may not have an idea of who our audience is.
The Michigan Radio audience covers the entire political spectrum:
23% of listeners identify as conservative
19% of listeners identify as liberal
21% of listeners sit in the middle of the road politically
The Michigan Radio audience spans a great spectrum of ages:
53% are 25 – 54
46% are 18 – 49
Michigan Radio listeners have a wide range of interests:
74% have attended a movie in the last 6 months and 35% prefer action movies
58% participate in some kind of regular exercise and are twice as likely to try kayaking, sailing, and downhill skiing
41% more likely than the average U.S population to have gone camping the past year
Michigan Radio listeners are engaged:
68% vote regularly
25% have fundraised
93% particiated in public activities