Radio’s role in sports marketing — Jennifer Davis // LEARFIELD

Jennifer Davis, CMO at LEARFIELD, continues the chat with Ben about the use of collegiate athletics for marketing success. You can market to your target in a variety ways including audio, visual, and print. To be honest, each media strategy has a place in sports marketing. Today, Ben and Jennifer talk about the role that audio plays in sports marketing.
About the speaker

Jennifer Davis

LEARFIELD

 - LEARFIELD

Jennifer is the CMO at LEARFIELD

Show Notes

  • 02:02
    The place of audio in sports marketing
    Radio and streaming are the leading media forms for audio in sports marketing today. Podcasting is also catching on and Jennifer sees any easily consumable as a possibility for more audio in sports marketing.
  • 03:22
    The technology behind audio
    Radio definitely has a big role in sports marketing. Radio has been around for decades. And the programming has evolved to meet the needs of today's collegiate sports audience.
  • 05:31
    The generational gap
    A lot of sports fans will have preferences in how they experience a game and where. But with the many available choices to tune in today, more and more people, both young and old, are leaning towards more of a mixed media type of experience.
  • 07:11
    What goes into a good audio campaign
    The main idea here is to be relevant to your audiences interests. Make your campaign personal so that you can connect to your audience in a meaningful way.
  • 08:30
    Evaluating an audio campaigns performance
    You can use offer-driven content as a way to peak peoples interest. Plus, both third-party and in-house evaluation tools have been used to effectively evaluate the impact of an audio campaign.
  • 11:22
    How to look at attribution in sports audio marketing
    Think of your sales funnel as more of a guideline rather than boxes that you have to check. The truth is that there isnt always a hard-and-fast way to calculate attribution exactly or directly to a specific medium in the sports setting. Repetition is key.
  • 14:32
    Understanding awareness
    Awareness is not justa one shot game. You need to be consistent in your branding and your marketing to ensure that your audience thinks of you first when the time comes.

Quotes

  • "We do a lot of radio for sure. We actually operated over 40 different radio affiliates." - Jennifer Davis, CMO, Learfield IMG College

  • "Who's more passionate than college sports fans?" - Jennifer Davis, CMO, Learfield IMG College

  • "I'm seeing much more blurred lines moving forward, but terrestrial radio certainly has a big role in the sports experience today." - Jennifer Davis, CMO, Learfield IMG College

  • “What we're doing in streaming are different things. They're more editorial in nature, less gameplay and reporting...” - Jennifer Davis, CMO, Learfield IMG College

  • “People can choose between these options (radio, streaming, podcasts) in a way that maybe that level and breadth of choice just didn't exist when people started watching.” - Jennifer Davis, CMO, Learfield IMG College

  • “It comes down to what your brand wants to be known for and how you can use the nuances in different media to connect in a meaningful way with the fans that you're trying to address.” - Jennifer Davis, CMO, Learfield IMG College

  • “Attribution starts as, did we deliver the audience that we said we were going to deliver. So there's proof of performance that brands get.” - Jennifer Davis, CMO, Learfield IMG College

  • “The sales funnel is much more like a pinball machine where people are bouncing off content and they are familiarizing themselves.” - Jennifer Davis, CMO, Learfield IMG College

  • “Marketing is working together with sales and other outreach efforts to keep them all in motion.” - Jennifer Davis, CMO, Learfield IMG College

  • “It's when a message has hit the ears of a customer anywhere from 15, 20, 27 times, does it start to become part of them...” - Jennifer Davis, CMO, Learfield IMG College

About the speaker

Jennifer Davis

LEARFIELD

 - LEARFIELD

Jennifer is the CMO at LEARFIELD

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