Internet Radio: A Good Start with the Right Marketing Plan

When I first starting coming to Knoxville for business I had no idea I would end up back on the radio. I must admit I was very excited about exploring the radio airwaves and building my brand as a local radio personality. I was also stuck on getting my voice and show on the regular FM signal stations. I was able to co-host a few shows at the local radio station time to time. But I wanted to have my own regular two to four hour show. I wanted to reach the masses. So when I was approach by an internet radio station out of Atlanta, Georgia to do a radio show…I could not help but to be curious and skeptical.

Based on research, internet radio is growing up quickly and much has changed in the last 10 years (Deitz, 2015). People are able to connect to internet radio on a growing range of devices, from PCs, smartphones and tablets to automobiles, connected home appliances and other gadgets (eMarketer, 2013). It allows users various opportunities: variety of music, fewer advertisements (distractions), availability, minimal system requirements, flexibility and good sound quality (Artman, 2015). It also allows the average radio personality the opportunity to have a radio show at a minimal cost but with a massive audience. Most radio personalities want to build a strong brand and increase their numbers (listeners).

Internet radio offers advertisers another way to attach their brands to a niche market.  This market would include people who listen to internet broadcasting and other music-streaming properties. There are two main benefits for advertising on internet radio: the appeal of associating a brand with a particular genre of music and the appeal of in-stream audio ads (which are harder to avoid or skip than other forms of digital advertising) (eMarketer, 2013).  eMarketer (2013) estimates that internet radio ad spending in the US will reach $1.31 billion by 2016.

Now with basic marketing strategies, my radio show should be a success or at least a good way to rebuild my radio brand. Here are a few steps I came up with to help market my internet radio show:

1. Develop a name, logo, website and other marketing material (e.g. t-shirts, caps and signs)
2. Develop and distribute a post card advertisement (hard copy and electronic version)
3. Send out a press release
4. Visit various businesses, events or meetings where I can talk about the show and give away advertisements, promotional items, etc. pertaining to my radio show

Well based on the facts and a basic marketing plan…it seems I might be able to pull this off. Now I have to work on the format and content of the show! Oh boy! That is a different blog post that I will have to write at a later date. Wish me well!

References:

Artman, J. (2015). The advantages of internet radio. eHow. Retrieved from http://www.ehow.com/list_6518492_advantages-internet-radio.html

Deitz, C. (2015). Cheap tricks for promoting your internet radio station or podcast. About. Retrieved from http://radio.about.com/od/createinternetradio/fl/Cheap-Tricks-for-Promoting-Your-Internet-Radio-Station-or-Podcast.htm

eMarketer. (2013). Internet radio’s audience turns marketer heads. Retrieved from http://www.emarketer.com/Article/Internet-Radios-Audience-Turns-Marketer-Heads/1009652