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New research on client referrals and who's making them

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Personal referrals and word of mouth are some of the greatest ways to organically grow your customer base. But of all the medias -Heavy radio users make up the largest group of consumer "influencers" out there, according to the latest research from Katz Marketing. Read on, and see who these radio fans influence, and compare their usage of the mediums you advertise and market in. We have on air and digital solutions that can help you tap into these super consumers, and active "influencers" - Steve Garland                               

-Contact us today about how we can help you with your marketing challenges. sgarland@entercom.com

Heavy Radio Influentials' Exist in Key Product Categories

As U.S. marketers continue to seek ways to leverage the power of word of mouth communications, 39.5 percent of the U.S. adult population have recently recommended a product or service -- both offline and online, according to a survey from Mediamark Research & Intelligence (MRI).

Eighteen percent have recommended a product or service to colleagues or people they know through work, 35 percent to family members, 34 percent to friends, 12.5 percent to neighbors, and 14.6 percent to people who share a common hobby or interest. Three percent have made a brand recommendation online (e.g., via chat room, online bulletin board, etc.), 10.5 percent to random people at a store or point of purchase, 7 percent to people they met through a community group, and 6 percent to people they have met through their children's activities.

Heavy Radio users make up a large segment of this influencer population; approximately 24.8 million of the 87.4 million qualified influencers are among the heaviest quintile of Radio listeners. These heavy Radio listeners mirror the typical American adult population in terms of both median age range (45-49) and annual income range ($50k-$74.9k). MRI dubs these respondents as "Influentials" because of their considerable influence over family and friends who often ask for and trust their advice on different topics.

Heavy Radio Influentials score highest across media quintiles in a significant number of key product categories:

 
Automobiles
Automotive Products
Beauty
Beer
Business
Business Travel
Cleaning products
Internet I (Heavy)
3
3
1
3
1
2
3
Magazines I (Heavy)
1
2
2
2
2
1
1
Newspaper I (Heavy)
4
4
4
4
4
4
5
Outdoor I (Heavy)
5
5
5
6
5
6
6
Radio I (Heavy)
2
1
3
1
3
3
2
TV I (Heavy)
6
6
6
5
6
5
4
 
 
 
 
 
 
 
 
 
Coffee
Computers
Cooking
Dieting
Environmentally-Friendly products
Fashion - Clothes
Fashion - Shoes
Internet I (Heavy)
2
1
3
2
3
2
1
Magazines I (Heavy)
1
2
1
1
1
1
2
Newspaper I (Heavy)
6
5
6
4
5
4
4
Outdoor I (Heavy)
4
4
4
6
6
6
5
Radio I (Heavy)
3
3
2
3
2
3
3
TV I (Heavy)
5
6
5
5
4
5
6
 
 
 
 
 
 
 
 
 
Fishing
Gardening
Grocery Shopping
Healthcare
Healthy Lifestyle
Home Remodeling
Household Furnishings
Internet I (Heavy)
3
3
2
3
2
3
3
Magazines I (Heavy)
2
1
1
1
1
1
1
Newspaper I (Heavy)
6
4
5
5
5
6
5
Outdoor I (Heavy)
4
6
6
4
4
5
6
Radio I (Heavy)
1
2
3
2
3
2
2
TV I (Heavy)
5
5
4
6
6
4
4
 
 
 
 
 
 
 
 
 
Hunting
Insurance
Interior Decorating
Mobile/Cell phones
Movies
Music
New Food items
Internet I (Heavy)
3
2
3
2
3
1
2
Magazines I (Heavy)
2
1
1
1
1
2
1
Newspaper I (Heavy)
6
4
6
5
5
4
5
Outdoor I (Heavy)
4
5
5
4
6
5
6
Radio I (Heavy)
1
3
2
3
2
3
3
TV I (Heavy)
5
6
4
6
4
6
4
 
 
 
 
 
 
 
 
 
New Technology
News
Other Alcoholic Beverages
Entertainment
Other Fashion
Other Vehicles
Parenting
Internet I (Heavy)
1
3
3
3
3
3
3
Magazines I (Heavy)
2
1
2
1
2
2
1
Newspaper I (Heavy)
4
4
4
4
4
4
5
Outdoor I (Heavy)
5
6
5
6
6
6
4
Radio I (Heavy)
3
2
1
2
1
1
2
TV I (Heavy)
6
5
6
5
5
5
6
 
 
 
 
 
 
 
 
 
Pets
Photography
Physical Fitness
Politics
Prescription Drugs
Products for Babies or Children
Real Estate
Internet I (Heavy)
2
3
2
2
4
3
2
Magazines I (Heavy)
1
2
1
1
1
1
1
Newspaper I (Heavy)
5
6
4
4
5
6
4
Outdoor I (Heavy)
4
4
5
6
6
4
6
Radio I (Heavy)
3
1
3
3
3
2
3
TV I (Heavy)
6
5
6
5
2
5
5
 
 
 
 
 
 
 
 
 
Restaurants
Shopping
Snack
Soft Drinks
Sporting Equipment
TV Shows
Vacation Travel
Internet I (Heavy)
4
3
3
3
3
1
4
Magazines I (Heavy)
1
1
1
1
1
3
1
Newspaper I (Heavy)
2
4
6
5
5
5
2
Outdoor I (Heavy)
5
5
5
6
4
6
5
Radio I (Heavy)
3
2
2
2
2
2
3
TV I (Heavy)
6
6
4
4
6
4
6
 
 
 
 
 
 
 
 
 
Video Games
Wine
 
 
 
 
 
Internet I (Heavy)
2
1
 
 
 
 
 
Magazines I (Heavy)
1
2
 
 
 
 
 
Newspaper I (Heavy)
4
4
 
 
 
 
 
Outdoor I (Heavy)
5
6
 
 
 
 
 
Radio I (Heavy)
3
3
 
 
 
 
 
TV I (Heavy)
6
5
 
 
 
 
 
 
 
 
 
 
 
 
 
*Scored by greatest percentage of respondents who agreed "My family/friends often ask for and trust my advice on this topic"
 
 
 
 
 
 
 
 

Not only are the people who listen to the Radio influential in terms of determining products purchased but the impact of the Radio personality cannot be underestimated. This relationship between personality and listener is unique to Radio and unprecedented among all media.

Word of mouth is clearly an important form of communication and Radio excels in reaching those whose opinions are sought by others.

About the survey: MRI's word-of-mouth segmentation research is based on a mail recontact survey of households that previously participated in MRI's Survey of the American Consumer, a single-source consumer database based on personal interviews with 26,000 respondents per year. Consumers are categorized by their level of influence in recommending products and services (in the last 12 months) to family and friends, neighbors and colleagues, and strangers they encounter in stores or online. The data are integrated with previously collected media usage and exposure information and usage information on nearly 6,000 brands across 550 categories.

(Source: Katz Marketing Solutions, 08/11/09)
 

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