Radios with power
Category Marketing: In the fierce battle for advertising market share, Radiopower.ch is expected to drive growth.
Genre marketing In the tough battle for advertising market share, Radiopower.ch is set to bring growth Whether boom or recession, the share of radio advertising in the overall advertising mix in Switzerland has been hovering around three to four percent for years, with no more than that being achieved to date. Compared to the average for all Western European countries (six percent), the industry has some catching up to do. It has recognized this and has intensified its efforts in terms of generic marketing in recent months. The first step was radio spots for more radio advertising, which could be heard on the stations last spring, and some stations also broadcast their own (local) radio advertising on the airwaves.now the private radio stations in German-speaking Switzerland have given themselves another jolt and founded IG Radiopower.ch together with the four intermediaries Radiotele, IP Multimedia, Spot Promotion and CoverMedia as well as four sound studios, which presented itself for the first time on Radio Day on September 1 with a large stand, its own logo and a flyer. The same applies to the homepage www.radiopower.ch.
Concerted action
From September 2, all stations will also be broadcasting a new testimonial campaign: In each of the ten commercials, an advertising manager or media consultant explains why they (also) rely on radio advertising. Stefan Nägeli from Denner does it because it allows him to reach a younger audience and convey the advertising messages to them in an "audible, original and entertaining" way. And Beat Fingerhut from Ikea describes radio advertising as "flexible, good quality and inexpensive". The entire Radiopower.ch presence was designed by the Aformat agency in Lucerne, while the spots were created by the Jingle Jungle sound studio.
"Our goal is that in future, all generic marketing will be
Radiopower.ch is up and running," says initiator Richi Gasser, Head of Sales and Marketing at Radio 24, and Felix Kilchsperger from Radiotele adds: "With the homepage, we want to make it easier to access the medium of radio. The leading pools, marketers and recording studios in German-speaking Switzerland can be found at the click of a mouse."
Initiators have ambitious goals
Michi Frank from IP Multimedia formulates another goal of Radiopower.ch: "We want to change the media mix by getting more advertising onto the radio." He believes it is possible to increase the radio share to six percent in three years. "Radio is not only suitable for short-term campaigns, but also for branding campaigns," he says.
Why do we need an IG alongside the Swiss Private Radio Association (VSP)? Genre marketing has always been an issue within the VSP, but the task force also dealt with political and programming issues. When the five city pool radio stations left the VSP at the beginning of the year, a new committee was needed for generic marketing (see also interview). Gasser's initiative should therefore be seen as a way out of self-isolation and "finally separating commerce from the association" (quote from Gasser) and genre marketing from politics.
Discounts and new radio spot awardThe further goals of Radiopower.ch: Felix Kilchsperger wants to include the radio stations in French-speaking Switzerland shortly. Efforts are also underway to ensure that all radio stations and pools submit their 2005 rates at the beginning of October. A uniform summer discount is being worked on for the summer in a year's time. Radiopower.ch will also be launching a new award for radio spots, which will be presented at the end of March.
A working group will soon define criteria and select the jury. It is clear that the award will compete with the previous "Golden Ear" prize. "At the time, we tried to get the radios to take part in the Golden Ear and pay for it," says Kilchsperger. "But now the private radio stations have suddenly been disinvited. We don't know why or how things will continue there." (mk)
A bleak comparison: In Switzerland, the advertising market share of radios is very low. Compilation: Allmediaconsulting
Markus Knöpfli
Concerted action
From September 2, all stations will also be broadcasting a new testimonial campaign: In each of the ten commercials, an advertising manager or media consultant explains why they (also) rely on radio advertising. Stefan Nägeli from Denner does it because it allows him to reach a younger audience and convey the advertising messages to them in an "audible, original and entertaining" way. And Beat Fingerhut from Ikea describes radio advertising as "flexible, good quality and inexpensive". The entire Radiopower.ch presence was designed by the Aformat agency in Lucerne, while the spots were created by the Jingle Jungle sound studio.
"Our goal is that in future, all generic marketing will be
Radiopower.ch is up and running," says initiator Richi Gasser, Head of Sales and Marketing at Radio 24, and Felix Kilchsperger from Radiotele adds: "With the homepage, we want to make it easier to access the medium of radio. The leading pools, marketers and recording studios in German-speaking Switzerland can be found at the click of a mouse."
Initiators have ambitious goals
Michi Frank from IP Multimedia formulates another goal of Radiopower.ch: "We want to change the media mix by getting more advertising onto the radio." He believes it is possible to increase the radio share to six percent in three years. "Radio is not only suitable for short-term campaigns, but also for branding campaigns," he says.
Why do we need an IG alongside the Swiss Private Radio Association (VSP)? Genre marketing has always been an issue within the VSP, but the task force also dealt with political and programming issues. When the five city pool radio stations left the VSP at the beginning of the year, a new committee was needed for generic marketing (see also interview). Gasser's initiative should therefore be seen as a way out of self-isolation and "finally separating commerce from the association" (quote from Gasser) and genre marketing from politics.
Discounts and new radio spot awardThe further goals of Radiopower.ch: Felix Kilchsperger wants to include the radio stations in French-speaking Switzerland shortly. Efforts are also underway to ensure that all radio stations and pools submit their 2005 rates at the beginning of October. A uniform summer discount is being worked on for the summer in a year's time. Radiopower.ch will also be launching a new award for radio spots, which will be presented at the end of March.
A working group will soon define criteria and select the jury. It is clear that the award will compete with the previous "Golden Ear" prize. "At the time, we tried to get the radios to take part in the Golden Ear and pay for it," says Kilchsperger. "But now the private radio stations have suddenly been disinvited. We don't know why or how things will continue there." (mk)
A bleak comparison: In Switzerland, the advertising market share of radios is very low. Compilation: Allmediaconsulting
Markus Knöpfli
