Electronic Retailer - July 2011 - 38

BY MARLA THEODORE

CHANNEL CROSSING: RADIO

Radio-to-Text: Reaching Millennials
The lives of Millennials, often called Gen Y, are shaped by technology. They grew up with computers and cellphones, and today, few can be seen without their smartphones. They depend on these devices to communicate not only with friends and family but with businesses as well. This underserved market can be tough to reach with traditional media. However, combining the reach of radio with new media offers new and effective options that can work to attract, acquire and retain this often elusive market. One such option is to use radio to attract Millennials and to then move to a format more their comfort level – smartphones and the Internet. Despite the proliferation of music alternatives, radio continues to be an important part of the Millennials media repertoire. But direct response radio that utilizes an 800-number often does not work with younger demographics. Millennials need a new way to respond – one that speaks to their desire for instantaneous communication. Radio-to-text combines the best of both worlds. Briefly, a radio spot is used to create interest and, instead of a traditional 800-number, listeners are asked to respond via SMS. They then can respond using a keyword linked to a phone number for tracking, answer a question or two (such as a ZIP code), and enter their email address. The marketer can then respond by email with more detailed information about a product. By asking for a ZIP code, for instance, a restaurant or retailer could include a relevant coupon. The use of SMS text messages will engage the target population without requiring a phone call to a representative. Messaging can be a bit tricky though. The Gen Y audience is difficult to pin down by a single character trait with their strong focus on personal expression, lack of interest in following the crowd and confidence in themselves and one other. As a whole, messaging geared toward this generation needs to be fluid and multifaceted, allowing brands to embrace Gen Y’s unpredictable nature and leverage their needs, attitudes and behaviors to drive success. Select stations with the appropriate listener demographics. And, for live or recorded spots, select those DJs that resonate with the audience. Many of the DJs who appeal to this market rely heavily on humor. So, even if the message is serious, don’t be afraid to tap into their personality and use humor with this market. A recent campaign for an insurance carrier, for instance, created an automatic response with a request for three pieces of information: email, age and ZIP code. With this information, the insurer was able to provide a quote via text and/or email,

electronicRETAILER | July 2011

Electronic Retailer - July 2011

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