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HD Alliance Adds Mobile Marketing
ORLANDO -- June 30, 2008: In its ongoing effort to convert consumer awareness of HD Radio -- now at over 75 percent, according to Critical Mass Media -- into HD receiver purchases, the HD Digital Radio Alliance has launched a new mobile marketing campaign, and it's expanded the information available to consumers, retailers, and auto dealers at HDRadio.com.
"This campaign is the first to issue a call to action that will create a direct conversation with consumers," said HD Alliance President/CEO Peter Ferrara. "By establishing a direct, instant relationship with consumers who show an interest in HD Radio, we begin to activate a whole new category of catalysts."
Sixty-five percent of the ads in the alliance's new $57 million, 13-week radio campaign will invite listeners to text "Upgrade" to 34343 to see an HD station guide on their cell phones. Other info available via text includes an iTunes Tagging tutorial, $50 rebates on receivers, and the chance to win one of 200 HD Radio receivers. The new radio campaign will be heard on more than 700 stations in 100 markets.
The other ads in the campaign will promote HDRadio.com, where consumers, retail associates, and auto dealers can print HD and HD2 station guides with a single keystroke. The site also features buyers' guides, where consumers looking to buy a home or vehicle receiver can sort by price and device manufacturer.
Traffic at the HDRadio.com website is up to about 2,700 unique visitors each day, the HD Alliance said, with those visitors spending an aggregate of 5,600 hours per month on the site.
"As we convert consumer awareness into action, it was especially important to increase the breadth and depth of our marketing," HD Alliance EVP Diane Warren said. "Giving point-of-sale professionals at retailers and auto dealerships instant access to programming and device information needed to close a sale was our top priority. And by opting in, consumers now have a one-stop shop: They can choose and get a discount on a radio, find the station in their market they like, and even get information on iTunes Tagging. We're now reaching consumers via the radio, on their phone, online, and in stores."
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