I’ve been playing with the artificial intelligence writing tool ChatGPT quite a bit lately, exploring different ways that radio stations might be able to use it. I originally sat down to write this post after the 4th of July, but ChatGPT disabled its Bing plugin, which allows it to search the web as it crafts a response to queries. At the time, the Bing plugin was circumventing paywalls and serving up content that people weren’t supposed to have access to. Frankly, I was finding that most of the useful content — particularly for on-air personalities who need to be up on current events — was coming through that plugin.

A couple of weeks ago, the (new and improved) Bing plugin returned, and I started spending more time with ChatGPT. Below is the first part of recent a conversation that I had with the A.I. tool. I wanted you to see the prompts I entered and the responses that it gave me. This conversation used ChatGPT 4, which does require a small monthly fee, and the Bing plugin.

Before this conversation, I randomly Googled “car dealerships in Little Rock, Arkansas” and selected the first one that I saw. I have removed the dealership group’s name from this post because this is just meant to be an example. Using the Bing plugin, ChatGPT looked up the name and resumé of the group’s Director of Marketing; I didn’t even know if the group had one! I have omitted the Marketing Director’s name because from this blogpost because, again, this is just meant to serve as an example.

The radio station in this conversation is purely fictional. No identification with actual radio stations is intended or should be inferred.

The only other change I made to ChatGPT’s output is that I have formatted it to make it easier to read as a blog post. In fact, it took me longer to do the formatting than it did to produce the text.

Next week, I’ll publish the second half of my conversation with ChatGPT, which focuses on the tasks that come after a sale has been made to a client. I hope this inspires your staff to find new ways to use this A.I. tool.

 

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PROMPT: Create a buyer profile for the marketing director of the M***** Auto Group in Little Rock Arkansas. What are their biggest challenges? What are the KPIs that they use to measure their performance? Where are they allocating their marketing budget? Which channels or platforms (both digital and traditional media) would they consider advertising on? What factors will sway their decisions when allocating their marketing spend?

 

Creating a buyer profile for the Marketing Director of M***** Auto Group in Little Rock, Arkansas, requires a nuanced understanding of their role, challenges, KPIs (Key Performance Indicators), and marketing budget allocation preferences. While there’s limited direct information available, the following can be inferred or speculated based on the broader automotive retail industry and the digital marketing expertise of the Director of Digital Marketing, M***** M*****​​:

• Job Role and Expertise: The Director of Digital Marketing, M***** M*****, has expertise in Web Analytics, Search ROI Evaluation, Social Media Strategy, and Mobile marketing. This hints at a digital-forward marketing strategy​1.
• Challenges: Like many automotive retailers, M***** Auto Group might face challenges such as fluctuating consumer demand, evolving digital marketing landscapes, competition from other dealerships, and managing online and offline customer experiences.
• Key Performance Indicators (KPIs): Common KPIs might include website traffic, lead generation, conversion rates, customer engagement on digital platforms, and ROI on advertising spends.
• Marketing Budget Allocation:
  • Digital Channels: Given M*****’s expertise, significant allocations might be made towards digital channels including Search Engine Marketing (SEM), Social Media Advertising, and Mobile Marketing.
  • Traditional Channels: They might also invest in traditional channels like TV, radio, and print advertising, especially in local markets to build brand awareness and drive showroom traffic.
• Platform Selection: Platforms like Google Ads, Facebook Ads, and automotive marketplaces could be considered for digital advertising. The selection of platforms might be influenced by the target audience reach, cost-effectiveness, and the platform’s capability to measure and optimize campaign performance.
• Factors Influencing Marketing Spend Decision:
  • Performance Metrics: Historical performance data and the ability to measure campaign effectiveness might significantly influence budget allocation decisions.
  • Market Competition: The competitive landscape in Little Rock, Arkansas, and surrounding regions might also dictate where and how marketing budgets are allocated.
  • Consumer Behavior Trends: Understanding where potential customers are in the digital space and how they engage with automotive brands could also be a deciding factor.

Given the limited direct information, the above profile is a speculative synthesis based on the industry norms and the known digital marketing focus of the M***** Auto Group. For a more accurate and detailed profile, direct communication with M***** Auto Group or M***** M***** would be beneficial.

 

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PROMPT: Based on the information above, how might M***** M***** view radio advertising as a marketing channel for the M***** Auto Group? What would he view as the strengths of a radio advertising campaign? What would he view as the weaknesses of a radio campaign? What factors are likely to persuade him to spend money on radio advertising?

 

M***** M*****, with his digital marketing expertise, may have a nuanced view of radio advertising as a marketing channel for M***** Auto Group. Here’s how he might perceive radio advertising, along with potential strengths, weaknesses, and persuasive factors for investing in this medium:

• Strengths:
  • Local Reach: Radio is a traditional medium with a strong local reach. It can help M***** Auto Group target local audiences in Little Rock, Arkansas, and surrounding areas effectively.
  • Brand Awareness: Radio advertising can contribute to building brand awareness and establishing a local presence.
  • Cost-Effectiveness: Compared to other traditional advertising channels like TV, radio can be more cost-effective and have a lower cost per impression.
  • Time-Sensitive Promotions: Radio can be a good channel for time-sensitive promotions given the quicker turnaround time in ad production compared to other mediums.
• Weaknesses:
  • Measurement Challenges: Unlike digital channels, radio advertising may pose challenges in accurately measuring campaign effectiveness and ROI, which may be a concern for a digital strategist like M*****.
  • Lack of Visual Appeal: Radio lacks the visual appeal that digital or TV advertising can offer, which may not fully showcase the vehicles M***** Auto Group is marketing.
  • Limited Engagement: Unlike digital channels, radio doesn’t provide a direct way for potential customers to engage with the brand or take immediate action.
• Persuasive Factors:
  • Complementing Digital Efforts: If radio advertising can be integrated in a way that complements digital marketing efforts—for instance, driving traffic to the website or promoting a digital event—it might be seen as a valuable addition to the marketing mix.
  • Competitive Landscape: If competitors are successfully leveraging radio or if there’s a large listenership among M***** target audience in the local market, it may persuade M***** to allocate budget to radio advertising.
  • Cost-Benefit Analysis: A favorable cost-benefit analysis showing a reasonable cost per reach and positive impact on brand recognition or showroom traffic might encourage investment in radio advertising.
  • Customized Promotions: Radio can allow for tailored promotions targeting specific local events, offers, or time-bound sales which might be seen as beneficial in driving foot traffic to the dealership.

M***** M*****, being a digital strategist, may weigh the pros and cons based on data, the local market dynamics, and how radio advertising aligns with M***** Auto Group’s broader marketing objectives. The decision to invest in radio advertising may come down to how well it integrates with and supports the digital marketing strategy, and whether it provides a competitive advantage in the local automotive retail market.

 

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PROMPT: A rock radio station in Little Rock Arkansas hosts an outdoor concert festival that attracts tens of thousands of attendees. The radio station has strong social media presences on Facebook and Instagram. It also has the ability to create targeted email campaigns and to place branded content on its website.

Act as a sales representative for the radio station. Given the station’s on-air and digital resources and the information about M***** M***** above, design a marketing campaign to pitch to the M***** Auto Group that focuses on promoting a particular type of vehicle. This campaign could include user-generated content and should deliver qualified leads to M*****. Include ways to combine the on-air advertising with the station’s digital resources.

What tools or channels would be used in this campaign? What would the KPIs for the campaigns performance be?

 

Title: Rock Your Ride with M***** Auto Group

Objective: Leverage the radio station’s on-air and digital assets to promote M***** Auto Group’s latest SUV model, while engaging the community and generating qualified leads.

Campaign Components:

• Pre-Event Promotion:
  • Radio Spots: Run a series of engaging radio spots to create buzz around the M***** Auto Group’s latest SUV model and the upcoming outdoor concert festival.
  • Social Media Teasers: Share teaser posts and videos on the radio station’s social media channels showcasing the SUV, highlighting its features, and linking it to the excitement of the outdoor concert festival.
  • Email Marketing: Send out targeted emails to the radio station’s subscriber base, promoting the SUV and offering exclusive invitations to a M***** Auto Group VIP tent at the festival.
• On-Site Promotion:
  • M***** Auto Display Booth: Set up a M***** Auto Group booth at the festival where attendees can experience the SUV first-hand, enter to win prizes, and sign up for test drives.
  • Live Radio Broadcast: Conduct live radio broadcasts from the M***** booth, interviewing attendees about their experience with the SUV and promoting special festival-only offers.
  • On-Air Giveaways: Run on-air contests where listeners can win VIP festival tickets, M***** merchandise, or discounts towards the purchase of the new SUV.
• Digital Engagement:
  • User-Generated Content: Encourage attendees and radio listeners to share their festival and SUV experiences on social media using a dedicated hashtag, e.g., #RockYourRideWithM*****.
  • Branded Content: Create and share branded blog posts and videos on the radio station’s website and social channels, featuring the SUV and capturing highlights from the festival.
  • Retargeting Campaign: Launch a retargeting campaign on Facebook and Instagram, targeting individuals who engaged with the campaign’s digital content, inviting them for a test drive at M***** Auto Group.
• Post-Event Follow-Up:
  • Lead Nurturing: Utilize the leads collected during the campaign for a follow-up email series, offering personalized offers and encouraging dealership visits.
  • Survey and Feedback: Send out surveys to leads and attendees to gather feedback and further refine future marketing efforts.
• Tools/Channels:
  • On-air radio advertising
  • Social Media (Facebook & Instagram)
  • Email Marketing
  • Website Branded Content
  • Live Event Interaction
  • Retargeting Campaigns
• Key Performance Indicators (KPIs):
  • Number of qualified leads generated
  • Engagement rate on social media posts
  • Website traffic and engagement on branded content
  • Attendance and interaction at the M***** booth during the festival
  • Conversion rate of leads to dealership visits and test drives
  • ROI on the overall campaign investment
  • Customer feedback and satisfaction scores

This multi-faceted campaign seeks to create a community-centric promotional event that not only elevates the visibility of M***** Auto Group’s latest SUV model but also builds a strong connection between M*****, the local community, and potential customers—all while generating measurable, qualified leads for M***** M***** and his team.

 

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PROMPT: Brainstorm a list of objections that M***** M***** might have to this marketing campaign. Provide a response to each of these objections.

 

Certainly! Here are some possible objections that M***** M***** might have along with responses to address each objection:

Cost Concern:

• Objection: The campaign seems expensive considering the multiple channels and live event involvement.
• Response: This campaign is designed to leverage synergies between digital and on-air channels, maximizing reach and engagement while optimizing costs. Moreover, the live event presence provides an invaluable opportunity for direct customer engagement and real-time promotion which can significantly boost brand recognition and lead generation.

Measurement Challenges:

• Objection: Measuring the ROI and effectiveness of the radio and live event components might be challenging.
• Response: We’ll implement a robust tracking system including unique promo codes, dedicated landing pages, and digital registration for event participation to track engagements and conversions across all campaign elements. This will provide a clear picture of the campaign’s performance and ROI.

Target Audience Relevance:

• Objection: The rock festival audience might not align perfectly with the target demographic for the SUV.
• Response: Our radio station has a diverse listener base, and the festival attracts a wide demographic. Moreover, the digital targeting capabilities allow us to reach and engage the specific demographic segments most likely to be interested in the SUV.

Digital Integration:

• Objection: The campaign appears to lean heavily on traditional marketing methods.
• Response: While the campaign leverages the traditional reach of radio and live events, it’s designed to integrate seamlessly with digital channels. Through social media promotion, user-generated content, email marketing, and retargeting campaigns, we aim to create a holistic, cross-channel experience that amplifies digital engagement.

Resource Intensive:

• Objection: The campaign requires significant manpower and resources for execution, especially during the live event.
• Response: We understand the resource concern and are prepared to provide a full-service solution, managing the campaign execution from start to finish. Our team will handle the on-ground event management, digital content creation, and campaign monitoring to ensure a smooth and successful campaign.

Long-Term Value:

• Objection: Concerns about the long-term value and sustainability of the leads generated from this campaign.
• Response: The campaign is designed to foster a community around the M***** brand and create meaningful engagements with potential customers. The lead nurturing post-event will ensure a continued relationship with the leads generated, aiming to convert them into loyal customers and advocates for M***** Auto Group.

Brand Consistency:

• Objection: Ensuring the brand portrayal remains consistent and professional across all the campaign elements.
• Response: We will work closely with your team to ensure all promotional materials, on-air spots, and digital content align with M***** Auto Group’s brand guidelines and convey the desired brand image impeccably.

This campaign aims to address M***** Auto Group’s marketing goals while providing flexibility to adjust based on M***** M*****’s feedback and preferences to ensure it meets the expectations and delivers the desired results.

 

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PROMPT: Brainstorm a list of questions that M***** M***** might have about this proposed marketing campaign.

 

Certainly! Here are some possible questions M***** M***** might have regarding the proposed marketing campaign:

Budget and Costing:

• What is the estimated budget for executing this campaign across all proposed channels?
• How are the costs distributed among the various campaign components?

Target Audience:

• How well does the radio station’s listener demographic align with the target audience for the SUV model?
• How will the digital targeting ensure that the right demographic segments are reached?

Measurement and Analytics:

• What metrics will be used to evaluate the success of the campaign?
• How will the performance of on-air and live event components be measured and reported?

Lead Generation and Conversion:

• What strategies are in place to capture and nurture leads generated through this campaign?
• How will the qualified leads be handed over to M***** Auto Group for further follow-up and conversion?

Brand Representation:

• How will the campaign ensure a consistent brand representation across all touchpoints?
• What mechanisms are in place to ensure that the user-generated content aligns with the brand image?

Digital Integration:

• How will the on-air promotions and live event activations be integrated with the digital campaign components?
• What strategies are in place to drive online engagement and lead capture through the campaign?

Campaign Execution and Management:

• What is the timeline for the campaign rollout and what are the key milestones?
• Who will be the primary contact for coordinating the campaign execution and addressing any concerns during the campaign?

Post-Campaign Evaluation:

• What processes are in place for post-campaign evaluation and learning?
• How will the success of the campaign be communicated to M***** Auto Group?

Customization and Flexibility:

• How flexible is the campaign plan in accommodating any specific requests or changes from M***** Auto Group?
• How will feedback from M***** Auto Group be incorporated into the campaign execution?

Legal and Compliance:

• What steps will be taken to ensure the campaign complies with all legal and regulatory requirements?
• How will any legal concerns or issues arising during the campaign be addressed?

These questions can help clarify the campaign details, expectations, and ensure alignment between the radio station and M***** Auto Group in achieving the campaign objectives.

 

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PROMPT: Assume that M***** M***** wants to proceed with the marketing campaign and wants to use it to focus on the Jeep brand. Rewrite the marketing proposal specifically for Jeep.

 

Title: Jeep Jam Fest with M***** Auto Group

Objective: Harness the radio station’s on-air and digital assets to promote M***** Auto Group’s Jeep lineup, fostering a community of adventure enthusiasts while generating qualified leads.

Campaign Components:

• Pre-Event Promotion:
  • Radio Spots: Air a series of engaging radio spots highlighting the adventurous spirit of the Jeep brand and its synergy with the outdoor concert festival.
  • Social Media Teasers: Share posts and videos on the radio station’s social media channels showcasing the Jeep models, emphasizing their features, and linking them to the anticipation of the outdoor concert festival.
  • Email Marketing: Send targeted emails to the radio station’s subscriber base, promoting the Jeep lineup and offering exclusive invitations to a M***** Jeep VIP tent at the festival.
• On-Site Promotion:
  • M***** Jeep Display Booth: Establish a M***** Jeep booth at the festival where attendees can explore the Jeep models, enter to win outdoor adventure prizes, and sign up for test drives.
  • Live Radio Broadcast: Conduct live radio broadcasts from the M***** Jeep booth, interviewing attendees about their adventurous experiences with Jeep and promoting special festival-only offers.
  • On-Air Giveaways: Run on-air contests where listeners can win VIP festival tickets, M***** Jeep merchandise, or discounts towards the purchase of a new Jeep.
• Digital Engagement:
  • User-Generated Content: Encourage attendees and radio listeners to share their festival and Jeep experiences on social media using a dedicated hashtag, e.g., #JeepJamFestWithM*****.
  • Branded Content: Create and share branded blog posts and videos on the radio station’s website and social channels, featuring the Jeep models and capturing highlights from the festival.
  • Retargeting Campaign: Launch a retargeting campaign on Facebook and Instagram, targeting individuals who engaged with the campaign’s digital content, inviting them for a test drive at M***** Auto Group.
• Post-Event Follow-Up:
  • Lead Nurturing: Utilize the leads collected during the campaign for a follow-up email series, offering personalized offers and encouraging dealership visits.
  • Survey and Feedback: Send out surveys to leads and attendees to gather feedback and further refine future marketing efforts.
• Tools/Channels:
  • On-air radio advertising
  • Social Media (Facebook & Instagram)
  • Email Marketing
  • Website Branded Content
  • Live Event Interaction
  • Retargeting Campaigns
• Key Performance Indicators (KPIs):
  • Number of qualified leads generated
  • Engagement rate on social media posts
  • Website traffic and engagement on branded content
  • Attendance and interaction at the M***** Jeep booth during the festival
  • Conversion rate of leads to dealership visits and test drives
  • ROI on the overall campaign investment
  • Customer feedback and satisfaction scores

This curated campaign is crafted to resonate with the adventurous essence of the Jeep brand, creating a memorable community event that not only elevates the visibility of M***** Auto Group’s Jeep lineup but also builds a strong connection between M*****, the local community, and potential Jeep enthusiasts—all while generating measurable, qualified leads for M***** M***** and his team.

 

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PROMPT: Brainstorm a list of alternate names for this marketing campaign.

 

• Jeep Jamboree Music Fest
• M***** Jeep Adventure Fest
• Jeep Rock ‘n’ Rumble Festival
• M*****’s Jeep Jam Music Bash
• Jeep Beats and Trails Fest
• M***** Jeep Wilderness Jam
• Jeep Rhythm and Roads Festival
• M*****’s Jeep Journey Jamboree
• Jeep Groove and Grit Festival
• M*****’s Jeep Rev and Rock Fest
• Off-Road Rhythms with M***** Jeep
• Jeep Harmonic Highways Festival
• M***** Jeep Terrain Tune Fest
• Jeep Echo Adventure Extravaganza
• M*****’s Jeep Rhythm Roadshow

Each of these names aims to encapsulate the adventurous spirit of the Jeep brand while tying in the musical and community-centered aspects of the campaign.

 

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PROMPT: Using the name “Jeep Rock ‘n’ Rumble” for this marketing campaign and for the concert, write a script for a 60-second radio commercial. This script should be written with a target audience of men between the ages of 25 and 54. Use the AIDA (Attention-Interest-Desire-Action) copywriting style. The call to action should be for the radio station’s listeners to take a selfie with the Jeep at the concert and post it to Instagram using the hashtag #JeepRNR.

 

Title: Jeep Rock ‘n’ Rumble Radio Commercial

 

[Sound Effects: Electric guitar riff starts playing]

Narrator: (Excited tone) Gear up, rockers! The Jeep Rock ‘n’ Rumble festival is revving up to rumble into town with M***** Auto Group leading the caravan!

[Sound Effects: Crowd cheering]

Narrator: Witness the fusion of rugged adventure and rock ‘n’ roll as the stage lights up and the trails blaze!

[Sound Effects: Engine revving]

Narrator: Slide into the driver’s seat of a legendary Jeep at M*****’s display booth and feel the power of freedom under the hood, ready to conquer any terrain… and ready to rock your world!

[Sound Effects: Drum beat building up]

Narrator: (Engaging tone) Capture the spirit of adventure with a pulsing beat! Take a selfie with the Jeep, amidst a backdrop of electrifying music and roaring engines. Share your rockin’ Jeep moment on Instagram with the hashtag #JeepRNR, and let the world see the adventurer in you!

[Sound Effects: Guitar solo]

Narrator: Be part of a brotherhood that thrives on the open road and resonates with the rhythm of rock!

[Sound Effects: Crowd chanting “Jeep Rock ‘n’ Rumble!”]

Narrator: Don’t just stand by, dive into the rumble, feel the beat, embrace the road! The Jeep Rock ‘n’ Rumble awaits you… Let’s make some noise together, let’s ride the wave of adventure, let’s Rock ‘n’ Rumble with Jeep!

[Sound Effects: Explosive fireworks]

Narrator: (Urgent tone) Hit the road to the concert, snap that selfie with the Jeep, post it on Instagram with #JeepRNR, and let the journey begin. See you at Jeep Rock ‘n’ Rumble, where your adventure hits a high note!

[Sound Effects: Revving engine fading into a guitar outro]

[End of Commercial]

 

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PROMPT: The band Shinedown will perform at this concert. Rewrite this commercial script and incorporate Shinedown into it.

 

Title: Jeep Rock ‘n’ Rumble Radio Commercial

 

[Sound Effects: Electric guitar riff starts playing]

Narrator: (Excited tone) Get ready to rumble, rock enthusiasts! The Jeep Rock ‘n’ Rumble festival, brought to you by M***** Auto Group, is roaring into town with a headlining performance by the sensational Shinedown!

[Sound Effects: Crowd cheering]

Narrator: Dive into a realm where rugged adventure meets rock ‘n’ roll! Feel the thrill as Shinedown ignites the stage and Jeep ignites the trail!

[Sound Effects: Engine revving]

Narrator: Seize the chance to slip into the driver’s seat of a legendary Jeep at M*****s display booth. Feel the horsepower, embrace the freedom, and get ready to rock your world with Jeep’s unbeatable rugged charm!

[Sound Effects: Drum beat building up]

Narrator: (Engaging tone) Now here’s your shot at rock ‘n’ roll fame! Snap a selfie with the iconic Jeep amidst the electrifying backdrop of Shinedown performing live, and share your epic moment on Instagram using the hashtag #JeepRNR. Show the world how you rock and rumble with Jeep!

[Sound Effects: Guitar solo]

Narrator: Be part of a brotherhood that lives for open roads and hard-hitting rock! Immerse yourself in the rhythm of adventure that only a Jeep can deliver, with Shinedown amplifying the experience live at Jeep Rock ‘n’ Rumble!

[Sound Effects: Crowd chanting “Jeep Rock ‘n’ Rumble!”]

Narrator: Don’t just stand by, join the rumble, feel the beat, hit the road, and let Shinedown guide your adventurous spirit at Jeep Rock ‘n’ Rumble!

[Sound Effects: Explosive fireworks]

Narrator: (Urgent tone) Race down to the concert, capture that selfie with the Jeep, post it on Instagram with #JeepRNR, and let the wild ride begin. See you at Jeep Rock ‘n’ Rumble, where Shinedown and your adventure await!

[Sound Effects: Revving engine fading into a guitar outro]

[End of Commercial]

 

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That concludes the first part of my conversation with ChatGPT. Stay tuned for the second part next week, which will focus on the tasks that a radio Promotions Director is responsible for.