The Media Connection, South Africa’s community radio advertising specialist, recently launched IBuzz, a community radio SMS line that acts as an in-studio dashboard.
“Our IBuzz offering enables community radio presenters all over the country to interact live with listeners on a comment/competition/voting line, which has allowed us to collect a viable database of cell phone numbers for our clients,” explains Judy Milne, Director of The Media Connection.
“To date, we already have over 90000 registered users. What’s more, we know where they live, where they shop and how they spend their disposable income. Here are all types of LSM target markets just waiting to be tapped,” she adds.
An effective community radio campaign is all about calling listeners to action and giving them a reason to go and visit their mobi site. “The more listeners entering competitions, the more profiling we are able to do. This creates loyal consumers and touch-points for brands,” says Milne.
Mobile Marketing is an important element to a successful integrated communications campaign. “iBuzz enables us to unlock the potential of mobile marketing and communication and enhance consumers’ relationships with their brands. “The database we are able to build enables advertisers to analyse their consumers and their needs and define specific user profiles,” she adds.
“Brands should be looking to give consumers what they want, thereby increasing their sales.”
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