“Welcome to the new PURE!”. Thomas Giger enters the stage to explain how PURE Jingles shifted from a jingle production company to an audio marketing company. By understanding the wishes the audience has towards radio stations, PURE managed to adapt its products to further boost audience retention.
Delving into the ever-evolving landscape of media, Thomas emphasized the importance of branding when building the brand of your radio station. With alarming statistics indicating a decline in radio listenership, particularly among young people, he highlighted the need for change in radio advertising strategies.
But understanding audience preferences can drive brand evolution and make audio marketing a very powerful tool. Shifting from just producing jingles to
Gigers key insights included the power of audio cues in enhancing message retention and the significance of creating “personas” of your audience to better understand their preferences. As upcoming changes to 3rd party laws will make it harder for brands to acquire data about their audience, they will have to get this data on their own. This 1st party data can be collected using the brands own apps or websites. Therefore, getting your audience to
To effectively harness the power of audio branding for ratings and revenue, Thomas outlined a three-step approach: creating unique sounds and appearances, producing a large amount of content that stands out from the competition, and resourcefully obtaining audience data to further increase audience engagement.
In conclusion, Thomas Giger underscored the need for radio stations to adapt their marketing strategies in response to changing audience behaviors and regulatory environments. By embracing personalized branding, leveraging first-party data, and driving audience engagement towards proprietary platforms, radio marketers can navigate the evolving landscape and secure their relevance in the digital age.
