DMR Interactive believes that a great way to increase the effectiveness of local radio is to harness it to the power of word-of-mouth advertising, and to accomplish this feat it has developed a strategy to take advantage of a station’s core listeners.
The company is DMR Interactive, and the service is called Groundswell.
DMR explains, “Groundswell removes the guess work from WOM marketing by specifically identifying the P1s who are the best brand advocates for the station. The result is a powerful and dynamic relationship with those who matter most to ratings and revenue. Not only are these people participating in an engaged two way relationship with their favorite station, but they are also connecting directly with other members of the audience. This community building approach is noteworthy because unlike Pandora and other personalized audio services, radio is very much a shared experience.”
“We regularly see brand advocates collectively sharing their favorite station with 4,000-6,000 of their family members, friends and co-workers,” says Andrew Curran, COO of DMR/Interactive. ”Conversations around the water cooler have always been taking place, but with Groundswell, stations are no longer left to guess who their best brand advocates are. We literally provide them a list.”
The company is also planning to release a study that tracks the program’s effectiveness.