Radio Marketers - Summers Biggest Marketers in 2013
US
Marketers pull the pop-top on summertime ad campaigns. Thanks
to its mobility, radio has long been the soundtrack to summer, attracting advertisers seeking
on-the-go consumers. Despite all the new media options, for many marketers that
remains just as true today as it has been in the past. Budweiser and Bud Light
have traditionally been big summertime radio users and this year the flagship
brand will wrap itself in the flag with a patriotic-themed campaign to help
raise money for military families. Regional advertisers are taking a similar
tactic. Blue Bell Creameries is using radio to help promote its Red, White and
Blue Bell ice cream. And then there’s the Mexican fast food restaurant chain
Qboda, which says it’ll be on radio this summer hyping its seasonal menu items
like the Mango Mojo Burrito and the Mango Mojo Salad. CFO Jerry Rebel told
investors this month that Qboda flies under the radar as it puts “a lot” of its
marketing dollars into radio and outdoor — and there have been “some increases”
in those budgets as the restaurant chain has launched new products. Something a
bit healthier will be the focus of radio ads by Jamba Juice. Starting next week
it will race to market an expanded line of fresh-squeezed juices to 500 stores
— six months ahead of schedule. Jamba says to reach customers this summer it’ll
rely on radio and social media. The National Association of Convenience Stores is forecasting
sales to jump 8% to 10% this summer, returning to pre-recession levels as
Americans cooped up all winter hit the highway. The trade group says consumers
in the Midwest are most likely to spend more money this summer. And Americans
are expected to average more than two summer vacation trips of at least two
nights away from home, with the bulk of the travel occurring by car. With that
as a backdrop, some travel-related advertisers are hitting the radio airwaves,
like the upscale Coral Gables, FL resort The Biltmore. It is buying time on
English- and Spanish-language stations in Florida as part of its first ad
campaign in a decade. Also planning radio spending are state tourism offices in
New York, Michigan, and northern Ohio’s Lake Erie Shores & Islands
campaign, among others, with cities such as Milwaukee, New York City, and
Roanoke, VA also launching their own radio ad blitzes.
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