Peter Ferrara, President & CEO of the HD Digital Radio Alliance, responded to this morning's blog, "Where's Waldo?" I'll let Peter's missive, and attached photos, speak for themselves (see below).
It is indeed great to see that the Alliance had considerable activity at the Detroit Auto Show (although honestly, like covering a Rock concert, attendees don't always pass through the key visibility points).
If anyone believes in street marketing and "Retail Radio," it's us. And it looks like there was quite a bit of effort put into the NAIAS. But it's also Detroit in January, not a time when people are spending much time hanging out on the street. It would have also helped to have been "in the building" where the real action takes place.
But we're pleased that the NAIAS is on the radar screen for the Alliance, and hopefully, upcoming shows in major American markets will be covered well. Our goals are the same: It's critical the Alliance keeps HD Radio very top-of-mind among the auto companies and their execs.
Here's Peter's response to this morning's blog:
I know you hate to be uninformed... but in this case, you obviously were.
Thanks for the response, Peter.
Here's what Peter shared with us about the HD Alliance's efforts at NAIAS:
From: Peter Ferrara
To: HD Alliance Members
In our continuing effort to reach not only consumers, but the automotive executives who make and influence decisions about HD Radio implementation, we made a strong presence at the North American Auto Show in Detroit over the past two weeks (photos below).
Taking a page out of radio’s guerrilla marketing playbook, we had HD Radio orange uniformed street teams (15 people) handing out HD Radio VIP lanyards at the People Mover stations as attendees traveled to the two “industry days” (32,000 auto executives, engineers and employees attend the Auto Show). We handed out 21,000 lanyards which were well received – many people noting they had “heard commercials about HD Radio on their favorite station”. The lanyards invited them to visit HDRadio.com and register for an HD Radio car converter. We will give away 30 converters.
In addition, both last and this coming weekend we took the HD Radio messaging to the streets using 5 two-sided mobile billboards traveling the traffic filled streets of Detroit around Convention Center. At 2:30 each day the trucks caravanned in front of the center making a spectacular site! The mobile billboards carried HD Radio and car specific art and messages including “Drive, Listen Love”, “More free radio in your car”, “New radio stations…. for free”, “More choices than ever on the dial”, “Love your car… love your radio”.
This was a monumental effort and coordination by Diane Warren and the team from Texas Creative that orchestrated the program for us.