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Ask the Marketing Expert - Lisa Neville

Updated: Mar 16

Visit: www.977rock.ca


March 2021


Here at Rogers we offer 2 very different types of digital marketing. The first is called RON and the second is called R.E.D. X.

RON (Run Of Network) is advertising on OVER 150 Rogers Owned and Partner Websites. This is used for general branding. Branding should be the base of any marketing platform. It’s a “top of the funnel” tactic. You want people to know your company’s story. You want the general public to think of you with good feelings about your brand. Using RON puts your ads on websites that you want to be associated with. For example, I have a barber shop who advertises on our RON Sports Web Sites. I put them on NHL.com, Sportsnet.com, MLB.com, NBA.com Rogers NHL Live and it’s a great place for them to share their message to a broad male audience geo-targeted to areas where they have their shops.


R.E.D.X. targets the user instead of the website. This is a bottom of the funnel tactic – catching a person right before their point of purchase. We find a person that is actively looking for a product or service like yours right now and serve them ads on any site they happen to be on. We find these people by several methods such as keyword search, geo-targeting, website retargeting, content search words and more. Once we’ve flagged this person, we start to serve them your ads. Your ads will show up on any website they go to such as parenting blogs, recipe sites, camping pages or kijiji to name a few.


It is tempting to skip over the branding campaign and go straight for the person ready to buy the product. The downfall to that would be that they see your ad but haven’t really heard about you before now. A great campaign has both tactics to take them through the whole funnel/journey to purchase.


Both types of advertising come with a full report showing you how successful your campaign was each month. If you’d like to chat about your marketing goals and see if Rogers digital ads are right for you, I’m just a phone call away. Onward and upward for us all in 2021.


February 2021


What a wild ride this year! As we are coming up on the 1 year anniversary of when the Pandemic hit Alberta I can’t help but take a look back. I hope this re-cap finds you in great spirits. You’ve had a crazy year, we’ve had a crazy year, the earth has had a crazy year!


Here’s a little look back at our year with our Quaran-Team!


Our beloved 25 year veteran of radio Kevin Albers retired in June. We had some of your favorite co-hosts from years past join us on air to help celebrate him. Kevin really encompassed the passion and community spirit that radio can bring to a city.


Shawna Prince was promoted to run all the programing for our Ontario North stations in November! So now we have some new faces to add to our amazing line up:


Weekdays:

Morning Show: The James Anthony Show

Midday Show: Ian Sharek

Drive Show: Justin and Justine


Trust me when I say have a listen to James Anthony in the morning, he is making a lot of traction already and has really stepped up to making this a super smooth transition.


In October we raised $180,000 for STARS in our first ever radio-thon! $180,000!!! I am so proud of our team operating with passion and care on an extra level for the STARS organization.


Radio streaming for our station on smart speakers was way up, along with activity on our Rogers owned and operated websites. Online activity in general went up 80% in April!


The highlight of my year was selling video commercials to play during the NHL Playoff games this summer. I was camping while streaming the games on our projector when an ad that I sold locally was played! My son was in the middle of “zambonying” the bugs off the screen with a windshield wiper when it came on. What a weird way to be watching playoff hockey!


If you’d like to chat about your marketing goals and see if radio commercials or Rogers digital ads are right for you, I’m just a phone call away. Onward and upward for us all in 2021.

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