HD Digital Radio Alliance Looks to Convert Consumer Awareness to Action
Jun 30, 2008 2:40 PM
Orlando, FL - Jun 30, 2008 - The HD Digital Radio Alliance is moving into the next phase of its marketing campaign with a focus on converting awareness into buying action. The Alliance has added a mobile marketing initiative and expanded online resources for retailers and auto dealers to the next flight of on-air radio ads.
Earlier this year, the Alliance announced it would focus on converting the awareness created for HD Radio broadcasts over the last three years into purchasing activity. The Alliance reports that its efforts have produced impressive results, based on data from Critical Mass Media, which reports HD Radio awareness with listeners at 75 percent in 2007, and J.D. Powers, which reports that awareness among current or likely auto buyers is at 31 percent. The Alliance says traffic to HDRadio.com has grown, with the 2008 traffic to date in mid-year 2008 being greater than the site traffic of all of 2006, the site's first year.
"This campaign is the first to issue a call to action that will create a direct conversation with consumers," said Peter Ferrara, president and CEO of the HD Digital Radio Alliance. "By establishing a direct, instant relationship with consumers who show an interest in HD Radio, we begin to activate a whole new category of catalysts."
The mobile marketing portion of the HD Digital Radio Alliance campaign has been created in partnership with 3C Interactive. Consumers will be able to receive information on HD Radio receivers, retailers and vehicles providing HD Radio broadcasts by sending the text message "upgrade" to 34343. Texters will also have a chance to opt in to win one of 200 HD Radio receivers and receive future updates about HD Radio.
Of the radio ad being carried during the 13-week campaign in 100 markets, 65 percent of them will invite consumers to send the text message. The remainder will focus on sending listeners to HDRadio.com. The biggest incentive for listeners to use the text function is to receive a $50 rebate on an HD Radio receiver.
The HD Digital Radio Alliance is a joint initiative of leading radio broadcasters to accelerate the rollout of HD Radio.