Sponsorship Blog

Building on Your Foundation (The Invisible ROI, #3)

The Invisible ROI

In our Invisible ROI series, we’ve discussed the type of return on investment that you receive when you build real relationships with your customers, including the importance of engagement with your brand.

Social Media has become an important part of engaging with customers online.  It gives you another touch point with customers and allows them to interact with your brand directly, giving you immediate relationship building results.

It can be hard to know how to balance what you’re sharing on Social Media so your base is engaged without over-sharing and scaring them away.

Here are a few tips that we have found helpful:

  1. Be of service: What is your area of expertise?  If you’re great at building bee hives and know a lot about bee keeping, that’s what you should be talking about.  Share information that is helpful to your customers and they will remember you for it!

  2. Be friendly: Every post shouldn’t be a call-to-action. People don’t respond to someone constantly pounding on their door and begging them to buy their product. Social Media is no exception.  If you do use a call-to-action, make sure you highlight that you want to be helpful to your customer.

  3. Be responsive: Many customers will engage with your brand directly on Social Media by posting on your page, tweeting at you or mentioning you in a comment – be responsive to them! This holds true whether they are complimenting or complaining – address both in a timely and professional manner.  Remember that this is a public forum; how you present yourself is how the world will see you!

There are a lot of great tools and tips to help make your Social Media experience easier – check out our toolbox for some of our favorites.

Contact us for more information about how a Michigan Radio corporate sponsorship will help you build relationships with our listeners.

Click on “The Invisible ROI” under categories to see other articles on this topic.

Thank You to Our Mid-Michigan Sponsors!

On May 1st we hosted our first Sponsor Appreciation event in Lansing for our mid-Michigan clients.  We enjoyed an afternoon dedicated to recognizing the contributions of valued Michigan Radio sponsors at The University Club of MSU, who provided a perfect venue for our event.

We appreciated getting to know our clients better and sharing with them more information about the programs that their sponsorship dollars support and we look forward to hosting future events for Corporate Sponsors covering all of the Michigan Radio listening area. Keep an eye on your email inbox for an invitation to the next event!

Thank you to the sponsors that were able to join us!

Consumers Energy

East Lansing Art Festival

East Lansing Summer Solstice Jazz Festival

Lansing Symphony Orchestra

MSU Alumni Association

MSU College of Music

MSU Residential College in Arts & Humanities

WMU Cooley Law School

Wharton Center for Performing Arts

Williamston Theatre

Why Public Radio is More Important Than Ever

The new president and CEO of NPR worked for nearly two decades in broadcast radio. But he says it’s his recent experience as a business executive and investor that will strengthen the 45-year-old media organization.

Check out this conversation with Jarl Mohn about the future of public radio on The Diane Rehm Show:

Making the Connection (The Invisible ROI, #2)

The Invisible ROI

To continue our conversation on the invisible ROI, we’ll start by digging a little deeper into ROE2 – return on experience x engagement.

Let’s break this down a bit.

What, exactly, is experience?  Every point of connection that your customer makes with your brand is part of their experience. This includes things like making a purchase, using your website, seeing an advertisement, interacting with your product or service, or receiving additional product support.

Engagement has more to do with the way the customer is relating to your brand: sharing their experience on social media, recommending your product and writing a review are all examples of engagement.

The goal is to receive more engagement with positive experiences than with negative, and you can control that by creating more positive experiences for your customers.

It’s not only important that people buy what you’re selling – it’s also important that they buy it again and that they tell their friends about it.  When they “share” you on social media, become “friends”, tweet about you, connect with your brand, which is exactly the point.

Relationship building should start at the very beginning: the first time your potential customer hears about you.

Michigan Radio can help with that.  We reach more than half a million listeners weekly; listeners that care about public radio and care about supporting businesses that support public radio.  Click here to learn more about how the halo effect works.

The more you engage Michigan Radio listeners, the more positive their relationship is with your brand, the more likely it is that they will use your product or service when they need it and the more likely it is that they will tell their friends.

When our listeners hear your spot on the air, it’s as though they are being introduced to you by a trusted friend.

What better relationship starter is there than that?

Click on “The Invisible ROI” under categories to see other articles on this topic.

Industry Spotlight: Higher Education

Michigan Radio believes in the power of education and so do our listeners.
Because our audience is unusually well educated, a Michigan Radio sponsorship will allow your school’s message to reach an audience that is interested in investing in their future of their children.

As a financially affluent group, our listeners are uniquely capable of empowering their children by providing them with a strong education.

Contact us to find out more about how a Michigan Radio Corporate Sponsorship can help you get the word out about what your college or university has to offer!

Timing IS Everything: The Best Time to Air Your Sponsorship Message

When juggling multiple platforms, markets, and budgets, it can be difficult to know exactly when is the best time to become visible, to commit to a campaign and get the word out about your organization.

Good news! When it comes to scheduling a campaign, we offer a ton of flexibility.  If you’re in the midst of planning, the sooner you contact your Michigan Radio account executive, the better! Let us help you plan your schedule in ways that will help you reach your goals!

But, really, when should you schedule with Michigan Radio?

There’s no easy answer to that question, but it’s a great place to start!

Do you have seasons when you’re busier than other times? It seems inevitable that during certain times of the year your phone will be ringing off the hook and your calendar jam-packed.

Focusing your marketing efforts during your busiest time would be a great for capitalizing on activity to help meet your annual goals!  This can be a great time around which to focus your marketing efforts – your message reaches the ears of additional customers when they may need your products and services the most!

The opposite is true too. Is your business or organization hectic enough during your busy time, that any additional marketing efforts would be unnecessary?  It’s also possible to use your slower season to plant the seed with our listeners so that they’ll be well aware of your organization when they need products and services that you offer.

Even better than selecting your busy or slower season is to air your message as much as possible, across all seasons.  This allows you to reach people at all points in their buying/decision making cycle.

You can’t go wrong with Michigan Radio!  Contact us to discuss your goals and let us help to set up a schedule timed for when YOUR organization needs it most!

Immeasurable Returns (The Invisible ROI, #1)

The Invisible ROI

Everyone wants to see a measurable return on their investment, whether investing time, energy or capital. But, let’s be frank: some things are immeasurable. You would never consider, for example, applying ROI to your relationship with your spouse, children or closest friends, would you?

It’s also more difficult than you might think to determine the returns on your marketing investments.  Many platforms would have you believe that the higher number of impressions, views or clicks equal a more effective marketing campaign.

This is not necessarily so.

Andy Frawley, CEO of Epsilon, came up with a formula that is a better fit for measuring marketing effectiveness than ROI: ROE2 = return on experience x engagement.  Frawley contends that ROI overlooks some important elements in marketing campaigns, primarily emotion.

How consumers feel about a brand greatly impacts how well a marketing campaign works, and also controls brand loyalty.

As noted by Fred Jacobs of Jacobs Media, “This goes to the heart of why consumers often favor brands even where price points are less competitive, and barriers are higher. But the payback is the brand experience. We pay more and even stand in longer lines at Whole Foods, Starbucks, and Apple Stores. We tend to forgive them when they stub their toe by coming out with a product that is perhaps not up to their standards.  The benefit is in knowing these brands know you.”

Apple fans will stand up for the brand in online forums, will stand in line for the latest product, will stand through failures and mistakes – Apple fans have, essentially, become a branding tool for Apple.

How do you get that same loyalty? You build relationships.

That’s what we’ll be talking about in the Invisible ROI series – stay tuned!

Click on “The Invisible ROI” under categories to see other articles on this topic.

Be Seen! Make michiganradio.org Part of Your Plan

Michigan Radio’s digital assets are becoming increasingly more important to our sponsors’ marketing strategies.

If you aren’t already utilizing Michigan Radio Digital Sponsorship to gain traction with our audience, take a look at the unique benefits this investment offers:

  • Measurable – Your webtile on michiganradio.org is trackable!  You can measure engagement though your website’s analytics by designating a specific landing page or by tracking traffic from michiganradio.org.

  • Visual – Your digital sponsorship allows you to connect a graphic representation of your organization to your radio message. In addition to telling our audience what you’re about, you’ll also be able to show them your brand.

  • Unobtrusive – As with everything we do, our promotional messages are unobtrusive and have the feel our audience has come to love and appreciate. Our simple web tiles signal to our online audience that you support a service they trust and depend on.

  • Small Investment for a Large Audience – Our web tiles are prominently featured on michiganradio.org. With an average of more than 900,000 pageviews per month in 2018*, michiganradio.org extends your radio schedule to our online audience. Our webtiles are priced by the month, versus by impression or click, allowing your rotating webtile to get as many views as possible.  Webtiles are also discounted when paired with a radio schedule.

Have you thought about including Digital Sponsorship as part of your marketing campaign with Michigan Radio? What’s holding you back? Contact us to discuss!

*Source: Google Analytics of michiganradio.org, January – December 2018 pageviews/average per month.

Converting Obstacles to Opportunities: “We are too limited in what we can say…”

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.

Full list of copy requirements

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.