I attended a radio marketing seminar at EBU Geneva last month and was very impressed by a campaign for webradio in Sweden. It basically involves offering listeners the chance to design their own radios and send the result to friends. Christian Rauch (photo below), Deputy Head of Marketing at Swedish Radio shared some fascinating stats...
• During their campaign, four webradios were designed by the public in Sweden every second!
• 30.000 radios designed first day of campaign, 68.000 first week
• Over 160.000 radios designed so far i.e. over 10 % of the target group has made one radio each.
