5 Brands That Changed Their Image (and One That Should)

Written By

SMI Staff

Published On

Wednesday, Jul 02
01-Main-Image-Broccoli
There’s an old joke about a couple who drove down a country road, got in an argument, and stubbornly gave one another the silent treatment until they passed a barnyard of mules and sows. At this point, the husband asked sarcastically, “Relatives of yours?”

“Yes,” the wife replied. “In-laws.”

Whether it’s mules and sows or magazines and cartoon bears, it’s all about perception. Perception, in fact, is one of the most important aspects of human behavior – including purchasing behavior.

The fact that we’re a radio advertising agency doesn’t make us immune to the impact or importance of TV, Print and Web advertising. So, in this post, we’ll take a look at the lighter side of direct response and marketing in general to show you five brands that changed consumer perception and one that might want to consider it. We’ll also give you a few tips on how to change your own brand perception.

#1 National Geographic

National Geographic with New LogoOh, National Geographic, the magazine subscription held by many a grandmother (said with much love for grandmothers). But wait, what is this? National Geographic has become…dare we say it…hip?

For over a hundred years, National Geographic has been known for it’s stunning magazine layouts and, more recently, its documentaries on wildlife. But besides the occasional naked body, they haven’t exactly been considered “cutting edge” for a while.

Enter the rebrand masters…

Croc Granny

With an updated logo that appears as a window’s view into global culture, National Geographic has positioned itself as a vehicle for connecting us to our greater “human family” rather than a stark display of our differences. Subjects of shows on their TV channel range from the Andes to Ancient X Files. And their new slogan, “This is who we are,” makes the focus about all of us, rather than the “other.”

Will the hip, new National Geographic be too far, too fast, too soon for our gentle grandmothers? …Well, don’t worry too much about them. They’ll be keeping busy wrangling crocodiles.

#2 Smokey Bear

Smokey BearApparently most of us have been saying Smokey Bear’s name incorrectly for our entire lives. It’s not Smokey the Bear, but Smokey Bear. It hardly matters, though. What does matter is that Smokey is getting a facelift (or fur lift, as it were).

During World War II, the U.S. government was concerned that Axis powers might set fire to U.S. forests, so they put a bunch of ad execs in a room and told them to create a benign but authoritative figure, who would remind citizens to keep an eye on one of our most precious resources. The ad execs formed a group called the Ad Council and got to work. On August 9, 1944, Smokey was born.

Nowadays, with nearly 50,000 wildfires started every year (and nine out of 10 of those caused by humans) the Ad Council has been tapped to enlist Smokey Bear in a new marketing campaign.

Smokey is now online.

With a Facebook page, Instagram account and 22,000 Twitter followers, Smokey is reaching kids, teens and young adults in ways he had not

Pharrell Williams

in over a decade. His look has been updated to make him more “stylish,” and he offers bear hugs instead of growls. This is not to mention some unexpected press he received from a, perhaps, unwitting supporter. As the Maine Sunday Telegram put it, “His social media profile got a boost in February when musician Pharrell Williams showed up at the Grammys award show wearing a brown felt hat that people joked looked like Smokey Bear’s ranger hat.”

Thanks to the evolution of Smokey Bear, a whole new generation will understand that only you can prevent forest fires.

#3 Nike

Nike LogoIt’s hard to believe that “Just Do It” is 25 years old. Founded in 1964 with $500 and a handshake, Nike is perhaps one of the best examples of a brand that keeps refining its image in order to fit with (and inspire) the changing perceptions of the public.

First, there was the “swoosh.” The iconic logo debuted in 1972 and has carried the brand through decades of the ‘Nike Revolution.’ In 1985, it signed then NBA rookie, Michael Jordan, which helped bolster the company’s bottom line after what had been a few years of sagging sales. In 1987, its “Just Do It” campaign empowered hundreds of thousands to start cross-training (and of course, buying cross-trainers). In 1989, the “Bo Knows” advertisements (featuring two-sport athlete “Bo Jackson”) helped reposition Nike as the industry leader – a position it has not relinquished since.

Today, Nike continues to seek out innovation in its products and marketing (utilizing direct response, brand response, and strict branding). As a result, it recently announced an increase to its fiscal 2015 revenue target to a new range of $28-30 billion, up from its previous target of $27 billion announced in May 2010.

Long live the swoosh.

#4 Broccoli

Broccoli vs. Kale BillboardMost people know about “Got Milk” and “Meat, It’s what’s for Dinner,” but did you know that broccoli was quietly trying to get your attention for the last few years? The “little trees” that used to be the subject of dining table arguments to “not leave the table until you finish it” is now part of a “fad free eating” campaign.

By pitting broccoli against the more “fashionable” kale, broccoli is rapidly gaining followers. Part of the success of the campaign is due to the fact that, prior to its inception, most of the ad execs on the team didn’t actually like broccoli. Their general opinions ranged from squishy to smelly. But by embracing the negatives associated with broccoli, they’ve made it fun to partake. For instance, television commercials in which people are tricked into eating broccoli, have an endearing and humorous “Mikey likes it” quality about them.

As a result, sales of broccoli have been up as much as 10%.

#5 Listerine

Did you know that the popularity of the saying, “Always a bridesmaid and never a bride” derived from a set of Listerine print ads? We didn’t.

In the mid-1920s, two advertising executives were hired by the makers of Listerine to present the subject of bad breath to the public. The most popular of the ads depicted “Edna,” a lonely gal who was approaching her 30th birthday and still single, all due to bad breath. She was, they said, “often a bridesmaid and never a bride.”

By the late 1990s, however, the Listerine franchise was fading. There were so many competitors in the bad-breath game that Listerine couldn’t shake its stodgy image.

Research pointed to healthier gums as a unique, compelling sales benefit, and Listerine seized the day. In 1999, they created an action hero who would conquer the evil that is known as gingivitis. In a nod to all great comic heroes who must hide their secret identity, one of the first ads depicted the action hero as a regular Joe, showing up at an action-hero costume party, dressed as a bottle of Listerine. Like the ad execs behind the rebranding of broccoli, Listerine embraced its image by creating print ads that resembled classic movie posters.

The over-the-top dramatizations, featuring such scenes as Listerine trying to convince Batman (voiced by Adam West) to take him on as a sidekick and Listerine battling the Evil Gingivitis were capped by our regular Joe, dreaming on a bus, dressed in his Listerine bottle. The idea, of course, was that, if only Joe could be an action hero, he would be a Listerine Action Hero.

The result? Listerine’s dollar share grew from 38%to 45%. Moreover, at the start of the campaign, Listerine and Scope were neck-and-neck for a 29% volume share. By 2002, Listerine’s share had grown to 34%, while Scope’s fell to 26%.

And finally, here’s our brand that we think might want to consider a shift in public perception.

Dear Santa,

We need to talk.

You’ve been scaring the crap (figuratively and literally) out of kids for several decades now. Just look at this picture.

Santa with Screaming Kid

Does this kid look like he’s enjoying himself?

Perhaps instead of evoking screams of terror and bloody murder, you might consider a bit of rebranding. Maybe stay a little further away from the kids and pose, instead, with one of the elves. Maybe make your “Ho, Ho, Hos” a little less “Ho, Ho, Ho-ey.” Maybe trim the beard once in a while.

Whatever you do, you’d better do it soon, though, because we’re heading into the third quarter, and you should already be getting your marketing in place for next year.

In the end, just as the beginning, it’s all about perception.

No matter how well your company is doing, it can always do better, and there are lots of ways you can go about changing your customers’ perception of your product or service. To that end, it’s a good idea to embark upon a bit of research about how people perceive your brand. Ask questions like:

  • Does your brand have a strong voice among the sea of potentially similar products and services?
  • What is the overall attitude toward your brand?
  • What are the biggest concerns about your brand?
  • What do people like most about it?

From there, you can ask yourself this important question: How do I want my brand perceived? If there is any discord between what you want and what is true, it may be time to invest in an objective third-party to help you evaluate and reshape your brand.

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There’s an old joke about a couple who drove down a country road, got in an argument, and stubbornly gave one another the silent treatment until they passed a barnyard of mules and sows. At this point, the husband asked sarcastically, “Relatives of yours?”

“Yes,” the wife replied. “In-laws.”

Whether it’s mules and sows or magazines and cartoon bears, it’s all about perception. Perception, in fact, is one of the most important aspects of human behavior – including purchasing behavior.

The fact that we’re a radio advertising agency doesn’t make us immune to the impact or importance of TV, Print and Web advertising. So, in this post, we’ll take a look at the lighter side of direct response and marketing in general to show you five brands that changed consumer perception and one that might want to consider it. We’ll also give you a few tips on how to change your own brand perception.

#1 National Geographic

National Geographic with New LogoOh, National Geographic, the magazine subscription held by many a grandmother (said with much love for grandmothers). But wait, what is this? National Geographic has become…dare we say it…hip?

For over a hundred years, National Geographic has been known for it’s stunning magazine layouts and, more recently, its documentaries on wildlife. But besides the occasional naked body, they haven’t exactly been considered “cutting edge” for a while.

Enter the rebrand masters…

Croc Granny

With an updated logo that appears as a window’s view into global culture, National Geographic has positioned itself as a vehicle for connecting us to our greater “human family” rather than a stark display of our differences. Subjects of shows on their TV channel range from the Andes to Ancient X Files. And their new slogan, “This is who we are,” makes the focus about all of us, rather than the “other.”

Will the hip, new National Geographic be too far, too fast, too soon for our gentle grandmothers? …Well, don’t worry too much about them. They’ll be keeping busy wrangling crocodiles.

#2 Smokey Bear

Smokey BearApparently most of us have been saying Smokey Bear’s name incorrectly for our entire lives. It’s not Smokey the Bear, but Smokey Bear. It hardly matters, though. What does matter is that Smokey is getting a facelift (or fur lift, as it were).

During World War II, the U.S. government was concerned that Axis powers might set fire to U.S. forests, so they put a bunch of ad execs in a room and told them to create a benign but authoritative figure, who would remind citizens to keep an eye on one of our most precious resources. The ad execs formed a group called the Ad Council and got to work. On August 9, 1944, Smokey was born.

Nowadays, with nearly 50,000 wildfires started every year (and nine out of 10 of those caused by humans) the Ad Council has been tapped to enlist Smokey Bear in a new marketing campaign.

Smokey is now online.

With a Facebook page, Instagram account and 22,000 Twitter followers, Smokey is reaching kids, teens and young adults in ways he had not

Pharrell Williams

in over a decade. His look has been updated to make him more “stylish,” and he offers bear hugs instead of growls. This is not to mention some unexpected press he received from a, perhaps, unwitting supporter. As the Maine Sunday Telegram put it, “His social media profile got a boost in February when musician Pharrell Williams showed up at the Grammys award show wearing a brown felt hat that people joked looked like Smokey Bear’s ranger hat.”

Thanks to the evolution of Smokey Bear, a whole new generation will understand that only you can prevent forest fires.

#3 Nike

Nike LogoIt’s hard to believe that “Just Do It” is 25 years old. Founded in 1964 with $500 and a handshake, Nike is perhaps one of the best examples of a brand that keeps refining its image in order to fit with (and inspire) the changing perceptions of the public.

First, there was the “swoosh.” The iconic logo debuted in 1972 and has carried the brand through decades of the ‘Nike Revolution.’ In 1985, it signed then NBA rookie, Michael Jordan, which helped bolster the company’s bottom line after what had been a few years of sagging sales. In 1987, its “Just Do It” campaign empowered hundreds of thousands to start cross-training (and of course, buying cross-trainers). In 1989, the “Bo Knows” advertisements (featuring two-sport athlete “Bo Jackson”) helped reposition Nike as the industry leader – a position it has not relinquished since.

Today, Nike continues to seek out innovation in its products and marketing (utilizing direct response, brand response, and strict branding). As a result, it recently announced an increase to its fiscal 2015 revenue target to a new range of $28-30 billion, up from its previous target of $27 billion announced in May 2010.

Long live the swoosh.

#4 Broccoli

Broccoli vs. Kale BillboardMost people know about “Got Milk” and “Meat, It’s what’s for Dinner,” but did you know that broccoli was quietly trying to get your attention for the last few years? The “little trees” that used to be the subject of dining table arguments to “not leave the table until you finish it” is now part of a “fad free eating” campaign.

By pitting broccoli against the more “fashionable” kale, broccoli is rapidly gaining followers. Part of the success of the campaign is due to the fact that, prior to its inception, most of the ad execs on the team didn’t actually like broccoli. Their general opinions ranged from squishy to smelly. But by embracing the negatives associated with broccoli, they’ve made it fun to partake. For instance, television commercials in which people are tricked into eating broccoli, have an endearing and humorous “Mikey likes it” quality about them.

As a result, sales of broccoli have been up as much as 10%.

#5 Listerine

Did you know that the popularity of the saying, “Always a bridesmaid and never a bride” derived from a set of Listerine print ads? We didn’t.

In the mid-1920s, two advertising executives were hired by the makers of Listerine to present the subject of bad breath to the public. The most popular of the ads depicted “Edna,” a lonely gal who was approaching her 30th birthday and still single, all due to bad breath. She was, they said, “often a bridesmaid and never a bride.”

By the late 1990s, however, the Listerine franchise was fading. There were so many competitors in the bad-breath game that Listerine couldn’t shake its stodgy image.

Research pointed to healthier gums as a unique, compelling sales benefit, and Listerine seized the day. In 1999, they created an action hero who would conquer the evil that is known as gingivitis. In a nod to all great comic heroes who must hide their secret identity, one of the first ads depicted the action hero as a regular Joe, showing up at an action-hero costume party, dressed as a bottle of Listerine. Like the ad execs behind the rebranding of broccoli, Listerine embraced its image by creating print ads that resembled classic movie posters.

The over-the-top dramatizations, featuring such scenes as Listerine trying to convince Batman (voiced by Adam West) to take him on as a sidekick and Listerine battling the Evil Gingivitis were capped by our regular Joe, dreaming on a bus, dressed in his Listerine bottle. The idea, of course, was that, if only Joe could be an action hero, he would be a Listerine Action Hero.

The result? Listerine’s dollar share grew from 38%to 45%. Moreover, at the start of the campaign, Listerine and Scope were neck-and-neck for a 29% volume share. By 2002, Listerine’s share had grown to 34%, while Scope’s fell to 26%.

And finally, here’s our brand that we think might want to consider a shift in public perception.

Dear Santa,

We need to talk.

You’ve been scaring the crap (figuratively and literally) out of kids for several decades now. Just look at this picture.

Santa with Screaming Kid

Does this kid look like he’s enjoying himself?

Perhaps instead of evoking screams of terror and bloody murder, you might consider a bit of rebranding. Maybe stay a little further away from the kids and pose, instead, with one of the elves. Maybe make your “Ho, Ho, Hos” a little less “Ho, Ho, Ho-ey.” Maybe trim the beard once in a while.

Whatever you do, you’d better do it soon, though, because we’re heading into the third quarter, and you should already be getting your marketing in place for next year.

In the end, just as the beginning, it’s all about perception.

No matter how well your company is doing, it can always do better, and there are lots of ways you can go about changing your customers’ perception of your product or service. To that end, it’s a good idea to embark upon a bit of research about how people perceive your brand. Ask questions like:

  • Does your brand have a strong voice among the sea of potentially similar products and services?
  • What is the overall attitude toward your brand?
  • What are the biggest concerns about your brand?
  • What do people like most about it?

From there, you can ask yourself this important question: How do I want my brand perceived? If there is any discord between what you want and what is true, it may be time to invest in an objective third-party to help you evaluate and reshape your brand.

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[/et_pb_row]
[/et_pb_column]

When it comes to audience targeting, nimbleness, and reach–the evidence is clear: audio advertising is a wise investment.  

That being said, marketing managers are more often forced to justify ad spend with ever increasing returns on investment. Budget and talent constraints–no matter how remarkable your product or service is–often put your brand at a disadvantage when it comes to breaking through the noise and seeing any meaningful ROAS (Return on Ad Spend) so relying on great creative alone is not enough. A multifaceted approach is paramount.

In order to launch, scale, and optimize a campaign for success, strategizing where and when your ad is heard is critical.

A group of gears stacked on each other

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

influencers streaming a podcast at college radio station

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

A group of gears stacked on each other

We have the Expert Infastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation. 

 

 

influencers streaming a podcast at college radio station

Collaboration Yields Results

Senior Media Buyer, Pam Wolfgram underscores the importance of our industry relationships:  

“Our media partners are exactly that: partners. They have a vested interest in helping us help our clients; it means more business! Even if they have to take it on the chin here and there for a client’s success–and they do–they know they’ll make it up in the long game, as we will send them every schedule that makes sense down the road. They want to work hard for us and for our clients.

As an example, we recently orchestrated a massive creative change affecting over 600 stations and it had to go off without a hitch, as “hitches” are mistakes that lead not only to credits being taken, but also to skewed results that make a test difficult to read. I reached out to every rep impacted by the change to express the importance of the test and walked away feeling completely at ease knowing that they were going to get with their traffic people and watch over the test like hawks. A little extra communication goes a long way!” 

All of SMI’s media buyers, researchers, and strategists have something in common: they know firsthand the value of respectful dialogue and perseverance. 

The motto of our Media team? 

There's always a workable solution to get meaningful return on ad spend. 

If you’re ready to invest more wisely in your audio advertising, start a conversation with us today! 

This is part one of SMI’s three-part series called Give Your Brand a Voice. Stay tuned for our next article focused on Creative! 

    facebook
    twitter
    linkedin
[/et_pb_section][/et_pb_post_content]
[/et_pb_row]
[/et_pb_column]

When it comes to audience targeting, nimbleness, and reach–the evidence is clear: audio advertising is a wise investment.  

That being said, marketing managers are more often forced to justify ad spend with ever increasing returns on investment. Budget and talent constraints–no matter how remarkable your product or service is–often put your brand at a disadvantage when it comes to breaking through the noise and seeing any meaningful ROAS (Return on Ad Spend) so relying on great creative alone is not enough. A multifaceted approach is paramount.

In order to launch, scale, and optimize a campaign for success, strategizing where and when your ad is heard is critical.

A group of gears stacked on each other

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

influencers streaming a podcast at college radio station

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

A group of gears stacked on each other

We have the Expert Infastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation. 

 

 

influencers streaming a podcast at college radio station

Collaboration Yields Results

Senior Media Buyer, Pam Wolfgram underscores the importance of our industry relationships:  

“Our media partners are exactly that: partners. They have a vested interest in helping us help our clients; it means more business! Even if they have to take it on the chin here and there for a client’s success–and they do–they know they’ll make it up in the long game, as we will send them every schedule that makes sense down the road. They want to work hard for us and for our clients.

As an example, we recently orchestrated a massive creative change affecting over 600 stations and it had to go off without a hitch, as “hitches” are mistakes that lead not only to credits being taken, but also to skewed results that make a test difficult to read. I reached out to every rep impacted by the change to express the importance of the test and walked away feeling completely at ease knowing that they were going to get with their traffic people and watch over the test like hawks. A little extra communication goes a long way!” 

All of SMI’s media buyers, researchers, and strategists have something in common: they know firsthand the value of respectful dialogue and perseverance. 

The motto of our Media team? 

There’s always a workable solution to get meaningful return on ad spend. 

If you’re ready to invest more wisely in your audio advertising, start a conversation with us today! 

This is part one of SMI’s three-part series called Give Your Brand a Voice. Stay tuned for our next article focused on Creative! 

    facebook
    twitter
    linkedin
[/et_pb_section]
[/et_pb_column]

When it comes to audience targeting, nimbleness, and reach–the evidence is clear: audio advertising is a wise investment.  

That being said, marketing managers are more often forced to justify ad spend with ever increasing returns on investment. Budget and talent constraints–no matter how remarkable your product or service is–often put your brand at a disadvantage when it comes to breaking through the noise and seeing any meaningful ROAS (Return on Ad Spend) so relying on great creative alone is not enough. A multifaceted approach is paramount.

facebook
twitter
linkedin
[/et_pb_social_media_follow][/et_pb_column]
In order to launch, scale, and optimize a campaign for success, strategizing where and when your ad is heard is critical.

A group of gears stacked on each other

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

influencers streaming a podcast at college radio station

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

A group of gears stacked on each other

We have the Expert Infastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation. 

 

 

influencers streaming a podcast at college radio station

Collaboration Yields Results

Senior Media Buyer, Pam Wolfgram underscores the importance of our industry relationships:  

“Our media partners are exactly that: partners. They have a vested interest in helping us help our clients; it means more business! Even if they have to take it on the chin here and there for a client’s success–and they do–they know they’ll make it up in the long game, as we will send them every schedule that makes sense down the road. They want to work hard for us and for our clients.

As an example, we recently orchestrated a massive creative change affecting over 600 stations and it had to go off without a hitch, as “hitches” are mistakes that lead not only to credits being taken, but also to skewed results that make a test difficult to read. I reached out to every rep impacted by the change to express the importance of the test and walked away feeling completely at ease knowing that they were going to get with their traffic people and watch over the test like hawks. A little extra communication goes a long way!” 

All of SMI’s media buyers, researchers, and strategists have something in common: they know firsthand the value of respectful dialogue and perseverance. 

The motto of our Media team? 

There’s always a workable solution to get meaningful return on ad spend. 

If you’re ready to invest more wisely in your audio advertising, start a conversation with us today! 

This is part one of SMI’s three-part series called Give Your Brand a Voice. Stay tuned for our next article focused on Creative! 

[/et_pb_column]

When it comes to audience targeting, nimbleness, and reach–the evidence is clear: audio advertising is a wise investment.  

That being said, marketing managers are more often forced to justify ad spend with ever increasing returns on investment. Budget and talent constraints–no matter how remarkable your product or service is–often put your brand at a disadvantage when it comes to breaking through the noise and seeing any meaningful ROAS (Return on Ad Spend) so relying on great creative alone is not enough. A multifaceted approach is paramount.

[/et_pb_column]
twitter
linkedin
In order to launch, scale, and optimize a campaign for success, strategizing where and when your ad is heard is critical.

A group of gears stacked on each other

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

influencers streaming a podcast at college radio station

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

A group of gears stacked on each other

We have the Expert Infastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation. 

 

 

influencers streaming a podcast at college radio station

Collaboration Yields Results

Senior Media Buyer, Pam Wolfgram underscores the importance of our industry relationships:  

“Our media partners are exactly that: partners. They have a vested interest in helping us help our clients; it means more business! Even if they have to take it on the chin here and there for a client’s success–and they do–they know they’ll make it up in the long game, as we will send them every schedule that makes sense down the road. They want to work hard for us and for our clients.

As an example, we recently orchestrated a massive creative change affecting over 600 stations and it had to go off without a hitch, as “hitches” are mistakes that lead not only to credits being taken, but also to skewed results that make a test difficult to read. I reached out to every rep impacted by the change to express the importance of the test and walked away feeling completely at ease knowing that they were going to get with their traffic people and watch over the test like hawks. A little extra communication goes a long way!” 

All of SMI’s media buyers, researchers, and strategists have something in common: they know firsthand the value of respectful dialogue and perseverance. 

The motto of our Media team? 

There’s always a workable solution to get meaningful return on ad spend. 

If you’re ready to invest more wisely in your audio advertising, start a conversation with us today! 

This is part one of SMI’s three-part series called Give Your Brand a Voice. Stay tuned for our next article focused on Creative!