The big news from the Democratic campaign wars in Pennsylvania this week was Sen. Hillary Clinton’s 10 point victory over Sen. Barack Obama. But in the past couple of days, a story that was just as big surrounded Hillary’s quick ability to raise a lot of money in a very short period of time. In just 24 hours, an estimated $10 million in contributions were generated from her website.
How did she do it? Simple: one thought per break.
She didn’t say, "Visit HillaryClinton.com. There you’ll find a whole list of my speeches, where I’m going to be appearing in the next couple weeks, some cool videos I’ve posted, my blog, how you can buy my hats and shirts, and where you can send me money to keep my campaign flush with money."
She did say, "Go to HillaryClinton.com right now and send me money to keep the momentum going."
And she built an opening splash page that simply and effectively tells you all you need to know. The message is simple: "Send in $5 (or more)."
That’s why when you hear stations talk about their websites on the air, it’s typically "kitchen sink" promos, mentioning many different features about the site. Radio is immensely effective at driving listeners to its sites (or any sites, for that matter), but the old "one thought per break" rule is often broken.
What is it you want users to do when they visit your site? Are you selling tickets to your festival, encouraging them to stream the station at work, or are you marketing your podcasts? You can’t do all three with the same promos.
Just like Hillary, you’ll be more effective when you focus on one main mission with your on-air marketing. And unlike the ratings, using analytics to measure page views and site traffic will provide you with all the proof you need.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
- Baby, Please Don’t Go - November 22, 2024
- Why Radio Needs To Stop Chasing The Puck - November 21, 2024
- Great Radio – In The Niche Of Time? - November 20, 2024
Leave a Reply