Radmark Top 10 SA Radio Case Study Project flies in the face of downturn!
Last year saw the launch of the ground-breaking 'Radmark Top 10 SA Radio Case Studies' project that was aimed at marketing the medium of radio in the best way possible - with proven results! The good news is that this year's project, which is currently in the research phase, is set to soar to even greater heights.
Radmark Marketing Manager, Norman Gibson, says "What makes this initiative such a vital undertaking at this juncture, is proving that the medium can, and does, deliver a solid return on investment when used correctly. The project aims to showcase quantifiable results and instil confidence in sceptics and advertisers who may be hesitant to advertise during tough economic times."
The message is that, despite the natural tendency for advertisers and marketers to pull back on advertising during tough times, media that is able to produce quantifiable results always wins - in both the good times and the bad."
"No matter how deep the recession is or how long it lasts, it's the perfect opportunity for advertisers and marketers to gain market share, as competitors cut back on their marketing efforts. Each share point gained during tough time is worth incrementally more as the market eventually recovers." Gibson says that this approach applies to radmark as well.
"Logic says that we should be cutting back on our marketing efforts but the reality is that we also have an opportunity to ensure that radmark and our portfolio of five powerhouse brands remain top-of-mind. Initiatives like the Top 10 SA Radio Case Studies project ensure that we do just that."
"Creating the gems that were showcased in the 2007 project required rigorous engagement with the advertisers and radio experts involved, as well as the various radio stations. We, therefore, encourage marketers and advertising agencies alike, to engage with us and to challenge the traditional usage of our medium by pushing boundaries and exploring new ways of how we can best deliver their message and fulfil their objectives," says Gibson.
The criteria being used in the selection of the Top 10 SA Radio Case Studies of 2008, include:
- Return On Investment
Were the client’s objectives met and did the radio campaign deliver a solid return on investment?
- Innovation
Whether it was a generic campaign or a promotion/competition, was the campaign innovative/ground-breaking?
- Entertainment
Was the campaign entertaining for the listener?
- Engagement
Was the campaign interactive/engaging of the audience?
Below are both the transcripts as well as the video clips of the radmark Top 10 SA Radio Case Studies of 2008.
If you would like a copy of the DVD, email lisa.benporath@radmark.co.za.
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