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Marketing plays an important part in the rollout and successful implementation of DAB to date. With that in mind, radio stakeholders from around Europe came together at the WorldDAB General Assembly to discuss how best to reach the listener on DAB+.
Bringing the Ecosystem Together
Collaboration amongst public and private broadcasters is crucial to the successful rollout of DAB, and as important as bringing automotive and receiver manufacturers, retailers, and e-tailers up to speed. Guaranteeing significant airtime for the promotion of DAB+ across all possible platforms — TV, social media, print and of course radio — is also necessary.
Netherlands — Synchronized Campaigns
In the Netherlands, public and commercial broadcasters collaborated with an advertising agency to produce a DAB+ video campaign that brought together famous DJs and presenters from across the country. Over 60 DAB+ stations took part in the campaign, ultimately leading to a 27 percent increase in DAB+ listening across Holland.
As outlined by Jacqueline Bierhorst, chair of the WorldDAB Marketing Group at the General Assembly, “the goal is to general DAB growth amongst the various stakeholders, bringing DAB+ to life by providing the right knowledge, attitude and behavior through large public campaigns.”
Switzerland — Communicating the Switchover
Iso Rechsteiner, who manages the body coordinating the digital switchover process in Switzerland, reported how communicating the benefits of DAB+ continues to be an important part of Switzerland’s DSO strategy. A DSO marketing campaign is currently on air across all platforms, covering all of Switzerland’s national languages with the help of “Dabsy,” the official mascot of the campaign.
U.K. — Retail E-learning Initiative
With DAB and digital listening numbers seeing continued growth throughout the pandemic, the United Kingdom’s focus is now on educating consumers and retailers about the changing face of radio.
Ford Ennals described Digital Radio UK’s launch of a new digital radio Retail E-Learning Site for radio and audio retailers and their staff. The site has been developed and created by Digital Radio UK as part its Radio’s Digital Revolution campaign to help retailers and manufacturers communicate the great content offering from the U.K.’s radio and audio broadcasters and the exciting range of devices for radio listening now available. The site comprises a comprehensive radio knowledge toolkit, up-to-date information on new stations, information for automotive retailers and more.
Germany — Getting Listeners Involved
In Germany, Carsten Zorger discussed Digital Radio Germany’s partnership with radio manufacturer Technisat, which gives listeners the opportunity to design and win their own DAB+ radios. On its website, Digital Radio Germany features important information related to all aspects of DAB+, from Germany’s launch of a second national multiplex and the country’s status on the EECC, all the way to B2B and B2C marketing campaigns.
DAB+ logo and toolkit
The free DAB+ branding toolkit is a great asset in the promotion of DAB+. Based on a universally recognized radio receiver, it provides guidance on design principles across all communication channels, focusing on the listener experience, and embodying a modern, digital way of listening to radio.
All presentations are available to view here.
The author is communications manager for WorldDAB.