The convergence of radio broadcasting and mobile phones has opened up new opportunities for stations to connect with listeners via SMS messaging.
A new web-based product called Studiopulse is now available to streamline the SMS interaction with radio listeners letting radio stations take advantage of the potential new promotional and revenue streams it creates.
Graham Knowles of Media…Made To Measure, the supplier of the product says: “Radio has been an addiction for over half a century. Now SMS and the use of mobile phones is the latest technology addiction to hit the market. Soon the two will be inseparable.”
Studiopulse is an SMS product specifically designed for Radio. It works to create non spot revenue (NSR) through direct SMS contact with a station’s loyal listeners and provides an intelligent database which can be accessed for sponsors and advertisers. It gives stations the ability to make use of the SMS interactions it has with its listeners and intelligently query customer profiles. The product has been 4 years in Research and Development and has been used in several stations already.
How it Works
Listeners are invited to send a txt message to the station this can be in the form of a song request or to get the latest news headlines or to enter a competition. Automatically a message is sent back to the listener with the requested information. Moments later, the listener will receive a second txt message this time inviting them to join the “Radio Station Club” to receive offers and discounts from the station. The listener provides their first name, suburb, DOB and gender. Once sent the listener receives their first offer from the station via a txt message and the process of building a database has begun.
According to Knowles, Studiopulse can add value for stations in the following ways:
1. Enhanced levels of listener interactivity – (improved TSL = impact on ratings & bottom line)
2. It’s an easy to use tool to generate exciting marketing opportunities for clients – off air
3. Substantiate and increase on-air advertising rates/value
4. Create new properties for sponsorship
5. Increase existing advertiser investments
6. Improve campaign cut through
7. Improve impact and effectiveness
Sponsor and advertiser opportunities with Studiopulse include:
• Cash positive promotion
• Deliver scheduled offers and M-coupons – soon video
• On demand information – eg: ‘this sports update brought to you by – Kellogg’s’
• Real time polling – present buyer intention to agencies eg: listeners favourite drink
• Alternative research data to industry standard – every listener interaction build the profile of the data base
• New revenue centre – Automated activities eg: birthdays – renewals – anniversaries
• Premium billing opportunities – Available as soon as may or June
• Requests and competitions
“The Studiopulse system is unique in that every time a listener sends a txt message to the Radio Station the database grows. The individual profile of the listener is enhanced. This means that the station has the ability to provide clients with a ‘direct’ or ‘off air’ component to their advertising. This component can be targeted to an individual or a group. For example males 18-24.
Radio stations can encourage their audience to interact with them easier than any other medium. This interaction will provide a great opportunity for owners to generate new revenue streams. It is a belief that 20% to 30% of revenues in the future will be derived from this sort of “off-air” activity.
With Premium billing available soon stations will be able to supply on-demand information and entries into competition where the listener pays for all the messaging costs.
Stations need Internet explorer 5.5 or later to support Studiopulse and there is no Software to load. Training takes half a day.
Studiopulse is already being trialed here in Australia, the UK and US . Knowles, who has a successful history in radio sales, has developed a Sales Promotional strategy brochure to accompany the product.
“As an introductory offer during April to readers of radioinfo,” says Knowles, “if any station wants to start using Studiopulse we will give them the first month for free (to get the hang of it) and my document ‘101 cash positive promotions ideas using SMS and Radio’ to help them with money making ideas.”
Contacts: Media… Made to Measure
Tel +61 2 4385 8886
Fax +61 2 4385 8887
Email [email protected]