WHITE PLAINS, N.Y., Feb. 6, 2008 (PRIME NEWSWIRE) -- In a declining economy where people have less to spend on products and services, suppliers need to consider non-traditional radio as an essential ingredient in their promotional campaigns, according to Mike Valentino, CEO of TMPG, Inc., the award-winning media promotion company.
"Recent studies show that paid spot advertising and 'standard issue' public relations will be overtaken in 2008 by special events, on-line marketing and trade shows as more effective and less costly ways of persuading consumers to purchase specific products and services," according to Valentino.
"This is where non-traditional radio comes into the picture. Awareness-building promotional radio maximizes the value of all other tactical investments. If clients have invested in tours, events and websites, promotional radio is the best way to jump-start the positive Word of Mouth (WOM) that will drive traffic to those assets," Valentino says.
Statistics indicate there are 3.5 billion brand-related conversations a day (Source: PQ Media). Eighty percent of consumers trust recommendations from family, friends and influencers, according to the research, and spending on WOM campaigns will rise to over $1.4 billion by the end of this year -- up from $980 million in 2006.
"Marketing Partnerships"
Valentino, who had 18 years senior management experience with major radio stations before founding TMPG in 1991, claims advertisers don't take full advantage of the marketing partnerships that radio stations are happy to offer. "Instead of using radio for paid spot ads, we'll get a popular DJ or personality to plant an idea about a product or service in a way that sounds like a personal point of view than an advertisement," he says.
TMPG is predicting that the use of promotional radio in major national and regional campaigns will increase by at least 25 percent in 2008 as advertisers begin to realize the flexibility of the medium.