SUSTAINED IDENTITY MARKETING

It means talking to your customers every day.

One of the most effective ways to use radio is to present information or entertainment that's targeted at the consumers you're trying to talk to. Our content is custom-created to build relationships with specific segments of the radio audience, and is designed to talk to those important people every day. By associating your brand and a brief ad message with our editorial or infotainment, these daily radio features build brand awareness and loyalty.

Example 1. Since 1997, we've been producing a daily one-minute feature called The Omnipoint Business Minute. Carefully crafted to compliment the afternoon stock market reports on all-news radio stations, it's a business-related feature story written and delivered by award-winning reporter Peter Laufer. The story attracts the attention of the listeners most prized by Omnipoint, and "opens up" those listeners to a brief message about Omnipoint's superior wireless phone service. By sponsoring the stock report, we ensure marquee placement and an introductory sponsor billboard. And we talk to them every day, usually at the same time.

Example 2. Last year, French luxury goods maker S.T. Dupont expanded its marketing program for its super-premium pens, and turned to Collins Media Services for the S.T. DuPont Minute, featuring Ann Mahony. As an internationally recognized expert on handwriting, Ann gives insights into the traits revealed by the writing of the famous--and regular people, too.

Example 3. Behind the Wheel is a 60-second consumer-oriented car review, hosted by Peter B. Collins. Each week, he gives a capsule review of new cars, based on his test drives and his 34-point scorecard. This feature offers consumers "news you can use" and is perfect for auto-related advertisers, including auto brokers and websites.