[BC] HD on-air promo's heard in KC, MO

[Kent Winrich]

I am amazed that you have heard ALL of the promos.  How do you get any work
done listening to all of these promos; interviewing every car dealership
within a 100 mile radius; interviewing every Best Buy/Circuit City/whatever
sales person about HD Radio?

But your work is not done because you obviously have missed all of the
Internet ads talking about the new radios needed and the co-op ads with
Circuit City, Best Buy, Crutchfield, Boston Acoustics, Cambridge, BMW, Radio
Shack......  I have also seen billboards for HD Radio and Circuit City.
Perhaps WPKX is not promoting HD radio fully yet.  Heck they dont even
monitor their HD2 channel.

You may want to look at this:
http://www.hdradio.com/hdradio_buyers_guide.pdf
And this: http://www.hdradiouniversity.com/.

These ads are pretty darn clear:
http://www.hdradioalliance.com/spots/010107/011007/tweet/tw/TW13007.mp3
or
http://www.hdradioalliance.com/spots/010107/011007/tweet/sa/SA61507.mp3
or
http://www.hdradioalliance.com/spots/010107/011007/tweet/hf/HF113007.mp3
or this one in Spanish
http://www.hdradioalliance.com/spots/21207/span/CC/CIRCUIT%20CITY%20HD%20RADIO%20STORE%2030%20A.mp3
Granted, these ads are in more established HD markets.

Now run along and go market your tornadoes.  How you relate marketing
tornadoes to radios is beyond me, but as you have said, I am not very smart.

Kent Winrich
Kent Winrich Media Resources, A division of Kent Winrich, Inc.
As seen in: Cheerleaders for HD Radio, Marketing for Dummies, USA Weather
Spotters Guide, and once nominated for Twit of the Year.

On 2/14/07, Rich Wood <richwood at pobox.com> wrote:
>
> ------ At 01:06 PM 2/14/2007, Kent Winrich wrote: -------
>
> >But this is marketing 101 here.....
> >
> >You give them the name first, then supply more information later.
>
> That wasn't taught in any of my marketing classes. It amounts to: "A
> tornado has been spotted bearing down on our county. We'll tell you
> more, later." Without details everyone assumes they'll be hit.
>
> >If you said "this is HD Radio and here is what you need to know about
> it",
> >that would glaze the eyes over of most people.  If you put the name HD
> Radio
> >out there, then support that name with more information, you have a
> better
> >chance of the information sticking.
>
> I've heard all the promos. Not once have I heard a followup
> explanation. The least they can do is let listeners know they need a
> special radio. Otherwise, they've already got what they need. From a
> receiver sales standpoint it's self-defeating. Smart stations would
> turn the promo into a billboard for retailers who sell the things.
> They make some money while they promote the technology. That's Sales 101.
>
> For a short time I heard such billboards from Crutchfield. I've never
> heard a local retailer use his ad time for IBUZ receivers. XM and
> SIRIUS, yes. In that case, there's probably coop money available to the
> dealer.
>
> Rich
>
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