Radio Evangelist

Thoughts of a Evangelist for Radio in all its forms

Social Media and Radio Advertising

Posted by Steve on January 14, 2009

So – in listening to a great podcast called Marketing over Coffee, I discovered an interesting example of the way a local business is utilizing social media to market their business. The example cited was a Caminito Argentinean Steakhouse in Northampton, Massachusetts. A case study was done on this restaurant by a social media marketing expert, Jason Falls. You can read it here.

How does this apply to radio?

Caminito’s is exactly the kind of place that I would expect to find advertising on the radio – but apparently they aren’t. They have, however, built an interconnected web of social networking connections that bring people to their restaurant. This is exactly the sort of thing that a radio station could do for a local advertiser; use the talents of your in-house web experts to build a complete campaign around radio and social networking. Use radio ads to drive people to the advertiser’s social networking points of contact, like YouTube, Twitter, Facebook, MySpace, Yelp!, and so on. Provide creative ways for the advertiser to interact with their customer. For example, Caminito’s has a blog that is frequently updated with cooking tips and other information that relates to the restaurant. It works because it is not pure marketing – it has value to the reader that goes beyond the pitch for the restaurant. For example, January 13th’s post was on “Ten Tips for Seasoning Food.” So – not only do you learn something about seasoning food, but you also get a sense of how much these guys put into their restaurant. It’s really quite brilliant.  Here’s one of a dozen or so videos that they created on food preparation:

One thing that radio sales teams have been brilliant at over the years is showing local advertisers how to use radio in concert with other media to produce results. Using the power of radio advertising and social networking, you’ll be able to amp up the results – and make them tangible to your advertiser.

Advertisements

One Response to “Social Media and Radio Advertising”

  1. Thank you for writing about everything we’re busy doing at our restaurant. It is humbling to know that you found it interesting!

    If there are any follow up questions or anything that I can answer for you, I’d be more than happy to. Feel free to contact me: jlevy at caminitosteakhouse dot com.

    Thanks again!
    Justin Levy
    Caminito Argentinean Steakhouse

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

 
%d bloggers like this: