How To Tell Radio’s Story

This is taking a radio success story to a whole new level. All of us in radio sales have asked clients to record testimonials, hoping to convince other advertisers in our market about the power of radio, not to mention to give our clients a little extra airtime. Broadcasters in Chicago have come together and developed one of the best ways to tell Radio’s story using the testimonial approach. The sixty second ad that will be aired on over 40 Chicago radio stations from Wintrust Financial Corporation CEO Ed Wehmer should have broadcasters in every city giving this approach a closer look. Just imagine if these were playing all over the country, all the time. Maybe it’s time we stopped bragging to ourselves about how 93% of Americans listen to radio every week and start using the medium to tell that story.

On Monday at 4:29 PM over 40 Chicago radio stations will air a one minute interview with

Wintrust CEO Ed Wehmer discussing how radio is the most effective medium for advertisers. The end result is the work of the Radio Broadcasters Committee of Chicago, which meets every month. They came up with the idea as a byproduct of a group discussion. iHeartMedia Chicago Region President Matt Scarano is the Chairman of the RBC. We asked him how he was able to get all the different radio companies to agree. He tells Radio Ink every member of the RBC is committed to the success of the radio industry. “We all realize it is up to us to share how powerful Radio is in delivering results for advertisers.”

Wintrust has been a great partner with Chicago Radio for a long time so the client was onboard quickly. Wehmer says it’s very important for Wintrust in Chicago to connect with the local community.

“Radio ties it all together for Wintrust, and is the most important asset on the media side to achieve brand awareness.” The interview will air on a diverse group of radio stations, involving all formats, including music, news, sports, and Spanish language. And Scarano says the RBC is more than happy to offer additional exposure to a valued advertiser.

Illinois Broadcasters Association President Dennis Lyle says, “Who better to speak of the power of local broadcast radio than radio itself. Local broadcast radio is undeniably one of the most powerful and effective advertising vehicles available to advertisers. IBA applauds our Chicago members for their cooperative effort in proving that effectiveness and telling that story via this unique roadblock initiative.”

This may be the first time an advertiser is getting a “radio roadblock” like this, however last year the stations also ran a 30-minute conversation with Chicago Mayor Rahm Emanuel. That conversation was said to have been heard by about a third of Chicago’s population. That was a tow hall to discuss the violence in that city.

Scarano says it would be great for more members of the radio industry to spotlight the enormous results the medium delivers. “Look at the big picture. Radio reaches 93% of America. More than any other medium. Use the power of our industry to educate the advertising community.”