Having a strong radio influencer as part of your media mix can deliver exponential brand recall for a client.  Today, radio influencers are becoming disruptors in the marketing space for a number of reasons:

• Radio talent draws in massive crowds 
• Listeners are very likely to try a new product their favorite radio host suggests
• Radio talent can instantly propel a brand with one single mention

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While there are hundreds of influencers to choose from, selecting the right influencer for a brand does not need to be a daunting task.  First, answer the critical question – Who is the target audience? Just like any other media strategy, you want to ensure you are speaking to your client's customer base.  Once you have identified the target audience begin developing your list of potential influencers who speak to the brand’s audience.  (Pro Tip:  Reiterate who the target audience is with the client throughout the planning process to ensure things have not changed).  

As you begin to narrow down your list of radio influencer options, you will want to answer another important question – Does the radio personality align with the brand?  This step is extremely critical as influencers do not read from a script but simply incorporate your brand message into on-air conversations.  Furthermore, influencers are hired to help a brand reach new audiences and build brand recall with existing customers all the while in their own tone of voice.  This is so they do not come off as gimmicky or in trying to push a brand on their customers.  At the end of the day, it is very much a balancing act but once you find the perfect fit it can truly be magical for a brand.  

Speaking of magic, The Moran Group partners with Dana Tyson (with iHeartRadio) as Kolache Factory’s radio influencer in the Houston, TX market.  Dana’s combined reach across on-air mentions and social channels made it easy for us to select Dana for the Kolache Factory brand.   From on-air giveaways to highlighting the kolache of the month, Dana reaches thousands of dedicated morning listeners on Sunny 99.1 every day.  With over 36 Kolache Factory locations to choose from in the Houston area, the morning drivers are sure to have kolaches top-of-mind.  

If you are looking for an influencer to give your brand a boost, contact The Moran Group today so we can help you find the perfect fit.  

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