Media Mentions

“Esayian: A Targeted, Custom Approach”
Paul Kaminski, Radio World, 8.13.08

Deborah Esayian says that when it comes to online presence, radio enjoys synergistic advantages over other media.

The co-president of Emmis Interactive feels that radio has a unique relationship with its listeners, one that allows it to gather information like no other medium can.

Esayian talked about how new technologies can be used to attract new revenues during this year’s NAB Show and used examples from Emmis Web sites to discuss how to maximize revenue from a site and develop measured interactive campaigns.

She said less of Emmis’ online revenue is derived from the traditional cookie-cutter approach of banner ads and tiles, while substantially more is from solutions customized for advertisers.

The offerings necessary to compete in a new media market require two main ingredients, she said: integrated multitouchpoint campaigns and measurement of results.

Such an approach also is not suitable for all sales people. In fact it can be a hard way to make money on the Web.

“This is not about strategic selling; this is about meeting an advertiser’s needs. It is a very local approach, but it is extremely successful and rewarding and results in repeat sales at higher levels of complexity and more money.”

A targeted custom approach is a good fit for existing clients but requires a commitment from all levels of the company.

“This only works with management support. You can have senior management behind it; but if local management is not dialed in, it’s not going to go anywhere. People have to know that they are being supported as they try this new experience.”

Sharper focus

At Emmis, Esayian says the interactive component can and does offer powerful information and opportunities to advertisers.

For example, a station Web site can refine leads and define a customer base more clearly, even down to the type of contests the listener plays and songs they request. This can help bring the market into sharper focus for a client.

That kind of information helped an Emmis station develop a campaign for a marketer of rock ‘n’ roll memorabilia. The campaign provided the marketer a small but powerful customer base — one Esayian said would not have been possible were it not for the music the station played, the relationship between the station and listener and the interactive opportunities the Web site provided.

As a result of this focused campaign, the advertiser experienced strong sales to the point of selling out of some merchandise.

A powerful example of radio’s ability to capitalize on its relationship with listeners was a promotion for a hip-hop station called “Pimp My Grille.”

Listeners entered online and explained why they needed a dental makeover. An advertising dentist provided the dental work for the winning entrant.

Esayian said the station’s relationship with its listeners was strong enough that entrants felt they could share some very personal details and reasons for the makeover.

This produced compelling content that was written and photographed by the entrants themselves and that evoked powerful emotions. Yes, the content consisted of pictures and words, she acknowledged; yet this was local radio at its best.

Esayian also suggested that advertising not overwhelm the content.

“Just like running too many spots per hour can pollute your on-air program, you have to be careful about running too many ads on your home page. Every time you do that, you have the potential to erode the listener’s trust” in your station.

Also, the application and execution of you interactive component will not come cheap.

“If you think you’re going to do this well for free, you’re crazy, because that’s not possible,” she cautioned. “Technology is costly, good technology is even more costly; but the ability to reap the benefits from it is huge.”

Stations may wish to explore partnering with organizations such as schools to achieve mutually beneficial objectives — for instance, video on your Web site.

“It’s amazing how fast organizations will grow with interactive, once they start doing it. It is a lucrative opportunity; it is exciting. It is great for your advertisers.

“But you do have to approach it thoughtfully. You have to train your staffs and make technological investments. It wasn’t the easiest way, but [it is] the most sustainable way to run a profitable interactive business.”

Esayian will take part in a “super session” panel discussing new media opportunities during the NAB Radio Show in Austin. Executives from CBS Radio, ESPN Radion and Triton Media Group are also expected to take part.