So - in listening to a great podcast called Marketing over Coffee, I discovered an interesting example of the way a local business is utilizing social media to market their business. The example cited was a Caminito Argentinean Steakhouse in Northampton, Massachusetts. A case study was done on this restaurant by a social media marketing expert, Jason Falls. You can read it here.
How does this apply to radio?
Caminito's is exactly the kind of place that I would expect to find advertising on the radio - but apparently they aren't. They have, however, built an interconnected web of social networking connections that bring people to their restaurant. This is exactly the sort of thing that a radio station could do for a local advertiser; use the talents of your in-house web experts to build a complete campaign around radio and social networking. Use radio ads to drive people to the advertiser's social networking points of contact, like YouTube, Twitter, Facebook, MySpace, Yelp!, and so on. Provide creative ways for the advertiser to interact with their customer. For example, Caminito's has a blog that is frequently updated with cooking tips and other information that relates to the restaurant. It works because it is not pure marketing - it has value to the reader that goes beyond the pitch for the restaurant. For example, January 13th's post was on "Ten Tips for Seasoning Food." So - not only do you learn something about seasoning food, but you also get a sense of how much these guys put into their restaurant. It's really quite brilliant. Here's one of a dozen or so videos that they created on food preparation:
[youtube=http://www.youtube.com/watch?v=9rhgpnubdjs]
One thing that radio sales teams have been brilliant at over the years is showing local advertisers how to use radio in concert with other media to produce results. Using the power of radio advertising and social networking, you'll be able to amp up the results - and make them tangible to your advertiser.
How does this apply to radio?
Caminito's is exactly the kind of place that I would expect to find advertising on the radio - but apparently they aren't. They have, however, built an interconnected web of social networking connections that bring people to their restaurant. This is exactly the sort of thing that a radio station could do for a local advertiser; use the talents of your in-house web experts to build a complete campaign around radio and social networking. Use radio ads to drive people to the advertiser's social networking points of contact, like YouTube, Twitter, Facebook, MySpace, Yelp!, and so on. Provide creative ways for the advertiser to interact with their customer. For example, Caminito's has a blog that is frequently updated with cooking tips and other information that relates to the restaurant. It works because it is not pure marketing - it has value to the reader that goes beyond the pitch for the restaurant. For example, January 13th's post was on "Ten Tips for Seasoning Food." So - not only do you learn something about seasoning food, but you also get a sense of how much these guys put into their restaurant. It's really quite brilliant. Here's one of a dozen or so videos that they created on food preparation:
[youtube=http://www.youtube.com/watch?v=9rhgpnubdjs]
One thing that radio sales teams have been brilliant at over the years is showing local advertisers how to use radio in concert with other media to produce results. Using the power of radio advertising and social networking, you'll be able to amp up the results - and make them tangible to your advertiser.