HD Radio Alliance Adds New Marketing Approaches
By Joseph Palenchar -- TWICE, 7/7/2008
ORLANDO, FLA. — The HD Digital Radio Alliance, formed by radio broadcasters to accelerate adoption of HD Digital Radio, has expanded its marketing program to include cellphone texting and an online station guide that can now be printed at the point of purchase by retailers, car dealers and consumers.
"We're now reaching consumers via the radio, on their phone, online and in stores," said Diane Warren, alliance executive VP.
Under the cellphone texting initiative, 65 percent of the alliance's radio ads during the latest $57 million, 13-week campaign will invite consumers to send the word "upgrade" via text message to 34343, and the rest will ask consumers to visit www.hdradio.com for more information. The ads will be heard in100 markets on more than 700 stations.
Consumers who hear an HD Radio ad will be able to use their cellphone to receive a list of area radio stations broadcasting in HD Radio format, as well as get information on HD Radio receivers, retailers and HD Radio-equipped vehicles. Consumers will also get a chance to opt in to win one of 200 HD Radio receivers and receive future updates about HD Radio. Other information available via cellphone includes an iTunes Tagging tutorial, a $50 rebate on an HD Radio receiver and the opportunity to participate in interactive polls.
On HDRadio.com, which launched in 2006, consumers will find new features and special pages including printable Instant Station Guides and new, easier-to-read buyers' guides. Consumers, retail salespeople and car dealers will be able print out HD and HD2 station guides, whereas before the guide was only an online tool. The buyer's guide will enable consumers to sort available HD Radios by price or device manufacturer.
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