||Tom Joyner to Keynote Radio Show Luncheon
Nationally syndicated radio host Tom Joyner will be the featured speaker at the Radio Show Luncheon, scheduled for Friday, September 21.
The luncheon, sponsored by Katz Media Group, will take place during the 2012 Radio Show, jointly produced by the National Association of Broadcasters and the Radio Advertising Bureau, September 19-21 in Dallas.
"Tom is a driving force in Radio. He continues to have a profound impact on his listeners and on the important causes he champions," said NAB Executive Vice President, Radio, John David. "We look forward to hearing about the factors that have led to his success."
An influential radio personality, entrepreneur and philanthropist, Tom Joyner has earned almost every top radio award in the country, including induction into the NAB Broadcasting Hall of Fame in 2000, and the title "The Hardest Working Man in Radio." His number one syndicated urban morning show features a mix of compelling content, humor and music, reaching over 8 million listeners in 105 markets. While the program attracts national leaders and celebrities, his featured recognition of achievements in the community by individuals and weekly praise for listener-solicited mothers and fathers has become a signature for Joyner.
The show has distinguished itself over the years as continuously giving back to its audience as well as providing quality programming. Focused on the community, Joyner employs the slogan "The Party with a Purpose" for his morning show and remains dedicated to entertaining, informing and empowering.
Joyner is founder of REACH Media Inc., the Tom Joyner Foundation and BlackAmericaWeb.com. The Tom Joyner Foundation has raised more than $60 million since 1998 for African American students in need at Historically Black Colleges and Universities. Joyner created BlackAmericaWeb.com, with over 1.5 million registered users, to mobilize the African-American community by "super serving" his audience with timely and relevant information and producing a wide variety of entertaining events.
Joyner has led voter registration drives and major fundraising initiatives to help communities, families and students affected by natural disasters. He has also been proactive in expressing the importance of multicultural advertising and continues to raise health awareness among African Americans with the annual "Take a Loved One to the Doctor Day."
The Radio Show Luncheon will also include the presentation of the National Radio Award to Dan Mason, president and chief executive officer of CBS Radio.
About the Radio Show
This year's Radio Show brings radio broadcasters and industry colleagues together to share knowledge, discover the latest innovations, network with industry leaders and explore creative business strategies to help radio flourish in the digital age. To learn more about the 2012 Radio Show, visit www.radioshowweb.com.
||Seeking Success by Helping to Feed the Hungry
A marketing giant is joining a publisher, a foundation and celebrities, among others, to fight hunger in the United States in a fresh example of an increasingly popular trend known as cause marketing -- that is, seeking to do well by doing good.
The partners in the initiative, called Run 10 Feed 10, are Unilever, on behalf of four brands, Degree Women, Ragú, Simple and Vaseline; Women's Health magazine, published by Rodale; the Feed Foundation; and Crowdrise, a Web site that uses social networking and crowdsourcing to help raise money for charities.
They are being joined by film and television stars including Elizabeth Banks, Joel McHale, Leelee Sobieski, Kerry Washington and Allison Williams. The celebrities appear in commercials and video clips promoting Run 10 Feed 10, which will be shown on television, online, on screens in taxis and on tablet computers.
Women's Health came up with the idea for Run 10 Feed 10 and is spending $500,000 to $1 million to get the initiative up and running. The magazine took the idea to Unilever, which agreed to be the "presenting" sponsor.
Other marketers that are sponsoring elements of Run 10 Feed 10 include Forevermark diamonds, sold by De Beers; the Gap division of Gap Inc.; Starbucks; and Summer's Eve, sold by the C.B. Fleet Company.
The goal of the program is signaled by its name: Each person who registers to run in 10-kilometer races to be held in New York and 10 other cities from Sept. 23 through Oct. 13, will result in donations through the foundation of 10 meals to people in need in the runner's community. Those who cannot run in the 11 races can also take part by using a Web site, walkjogrun.net, to plot routes where they live.
The initiative will have an extensive presence online and in social media. The online aspects will include a Web site, run10feed10.com, along with womenshealthmag.com and crowdrise.com.
In social media, plans call for posts about Run 10 Feed 10 on the Facebook and Twitter pages of participants in the races as they cross the finish lines. Women's Health will also enlist its Facebook fan page and Twitter feed in the initiative.
Two siblings of Women's Health at Rodale, Men's Health and Runner's World magazines, will also be part of Run 10 Feed 10, promoting it in print, online and on Facebook.
"The buzz in social media" around a brand's support of a cause can create "a halo effect" to burnish its image, said Jonah Sachs, chief executive at Free Range Studios and the author of a new book, "Winning the Story Wars" (Harvard Business Review Press).
Cause marketing fits with stories about what Mr. Sachs calls "the hero's journey," but rather than "introducing the product as hero, you show the audience how to be the hero," he said.
"Their story becomes part of your story," Mr. Sachs added. "Thousands of people take pictures and upload them to Instagram, saying, 'Here I am at the marathon.'"
And cause marketing "helps overcome the first sin of marketing," Mr. Sachs said, which is "narcissism: 'We beat our chests and people will be impressed.'"
A first-time cause marketer, the Coty Prestige division of Coty, owned by Joh. A. Benckiser, is introducing a campaign, carrying the theme "Love the ocean," that affiliates one of its fragrances, Davidoff Cool Water, with the Pristine Seas expeditions undertaken by the National Geographic Society. The campaign will encourage donations through social media like Facebook, Twitter and YouTube.
"For the past 24 years, we have been embracing the power of the ocean," said Jonathan Reeve, international marketing director at Coty Prestige. "Now, we've realized the ocean is in danger."
Unilever, by contrast, has long been active in cause marketing, and in November 2010 adopted what is known as the Unilever Sustainable Living Plan as a road map for a decade's worth of efforts in areas like health, nutrition, hygiene and the environment.
"We love the freshness of this approach" by Women's Health, said Christine Cea, senior director for marketing communications at the Unilever office in Englewood Cliffs, N.J., and how it fits with "hunger-fighting initiatives" by Unilever foundations.
"We recognize our responsibility as a company is not just what we can do, but what people can do," Ms. Cea said. Run 10 Feed 10 "provides levels of engagement among consumers from low to high."
Among the steps being taken by Unilever to become the presenting sponsor is to buy 14 advertising pages in six to eight issues of Women's Health this year, at an estimated cost of $1 million.
Unilever will also supply Ragú sauce for a "celebrity pasta carb-loading dinner" on Sept. 22, the night before the race in New York, said Laura Frerer-Schmidt, publisher of Women's Health.
"A cause is great," Ms. Frerer-Schmidt said. "You have to make it sexy, too.
"This is a movement," she added. "And we want consumers to be part of the movement."
To encourage involvement, Ms. Frerer-Schmidt said, every participant will know how they are giving back. "People," she said, "especially millennials, want to know where their money is going."
That is where Crowdrise comes in, said Robert Wolfe, chief executive at Crowdrise in Royal Oak, Mich.
"We at Crowdrise are making the bet that to younger people, the idea of giving back is becoming part of their story," he said.
"If your friends are doing the Women's Health run, and they post about it on their Facebook pages, your likelihood of donating goes way up," he added.
(Source: NYTimes.com, 07/02/12)
Daily Sales Tip: Start Preparing for the Holidays
Is your Holiday campaign ready to go? In about 60 days, you'll need to be in front of your sponsorship prospects and begin discussions on what they want to do, what assets they want to use, how they plan to activate consumers, what they use to measure their success, how much they'll need to fund their efforts, and which marketing partners or vendors they'd like to recruit to be a part of their participation.
The world has changed since last year's campaign, so look for options you've not included previously: mobile, social networking, apps, talent endorsement, etc.
Source: Brandeis C. Hall, RAB., email@example.com, 972.753.6786