2020 is a federal and state election year.
As a listener, we’re sure you know that Michigan Radio is a reliable, unbiased news source for political and election coverage, so it may not surprise you that we see a significant increase in listener engagement and visits to our website in election years.
This is also a time when the flood of political ad spending can be heard on and seen in all commercial media. But Michigan Radio in different.
Michigan Radio does NOT air political ads
This means that YOUR message will not drown in the clutter of obtrusive and aggressive political messaging that you will hear and see elsewhere. Without the competition of such intrusive advertising your message will stand out and be heard by our appreciative audience.
When weighing your options for your marketing plans, mark that election year audience growth means your impressions and reach also increases, which means more bang for your buck!
Contact us to find out more about maximizing your exposure with our listeners and rise above the others in this election year!
At any given time, Michigan Radio listeners are thinking about making important purchases. Researching is the first step of the ‘buying cycle’, and according to marketing studies, most people research major purchases for several weeks before buying.
We’ve listed some top categories of purchases along with the average number of days a consumer spends in the buying cycle before the purchase is made.
Michigan Radio reaches an educated and affluent demographic across the state, Both our members, who support the station financially, and our listeners in general, tend to patronize Michigan Radio sponsors.
Your long-term sponsorship campaign on Michigan Radio keeps your brand top-of-mind with our listeners, no matter where they are in the buying cycle.
In addition, the public radio halo effect also ensures that our listeners have positive feelings about your brand – feelings that only get stronger the longer your message runs on Michigan Radio!
Contact us to plan your messages for 2017!
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!