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Marketing in the Post-COVID Era (Shrinking the Haystack)
May 11, 2020
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Many thanks to NuVoodoo marketing guru Mike O’Connor for penning many of these words.
With more states attempting to get back to business as usual and listening levels slowly returning to some semblance of normal in the coming months, stations will be under pressure like never before to rank at the top of buying demos. Your monthly report card will keep coming, and the rules of the Nielsen game won’t be much different. But, budgets will be tighter than ever in the post-COVID-19 reality.
In the past, stations were able to target broad demos in their Hot Zips and blast away with calls, Direct Mail, email and digital impressions. To shrink the budget, however, you’ll need to shrink that target – while not losing effectiveness. NuVoodoo has come up with a game-changing way to make it easier to find and influence likely ratings participants. We call it “DNA Marketing.”
Available in PPM markets only, DNA (Discrete Neighborhood Analysis) Marketing allows us to target by specific exact age and gender in each of those Hot Zips. It enables us to shrink Direct Mail costs by 80% or more. And, where Direct Mail is too pricey or too time-consuming, we’re able to take a page from our political arm and use available offline household data to find them online.
Digital advertising is great, but it can waste budget building impressions with people who work or shop in one of your Hot Zips … but don’t live there. Hot Zips for ratings purposes refer only to people who live in a Zip Code – not where they work or shop. So we don’t waste money targeting the wrong people. We associate your micro-targets with home addresses and market to them using email, digital display, digital video assets, and – when the budget allows – direct mail.
We have solutions for diary markets as well and you can get more information by going to NuVoodoo.com/DNA or emailing us at TellMeMore@NuVoodoo.com.
Even when you have no budget at all, you have a way of narrowing the haystack on your own. It’s first-party data and stations sit on a treasure trove of it. Stations can bundle thousands of separate digital interactions they have with listeners every day:
- Social Media followers
- Contest entrants
- Email database registrants
- App users
- Those who interact with your content on Facebook, Instagram, Twitter and YouTube
- Website visitors whose browser cookies and mobile device ID’s can be captured
Stations can aggregate these first party interactions into digital retargeting campaigns. On Social Media, you can bundle up these interactions into Facebook and Instagram Custom Audiences, YouTube channel subscribers, and Twitter tailored audience. Once there’s enough data, you can generate lookalike audiences and find others just like the listeners you already interact with from a data perspective.
If this were three decades ago, it would be like breaking into your direct competitor and stealing their listener database (except, of course, this is all completely legal). And we know that listeners who interact with media properties online are far more likely to listen longer and opt in to ratings surveys.
If you missed our April 30 webinar on the playbook as we move through and past COVID-19, the recording is posted on our website at nuvoodoo.com/webinars – you’ll get all the important information in about 25 minutes.
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