For my advanced advertising course at UB, we went to Entercom for a tour (second time, first was last semester) on March 31, 2009. Once in the lobby, we were greeted by Don Tomasulo, Director of Results at Entercom. He recently had his title changed from Director of Marketing (I believe). Also got to meet DJ Anthony, very cool guy. He recorded each person in the class introducing themselves and mashed it together and put it on the air in about an hours time while DJing! He’s a really awesome guy funny, full of energy (even his boss Don compliments him on his hard work) and crazy multitasker.
Here’s my notes from the presentation and tour.
be good first
Need good business. Good advertising puts a bad business out fast.
marketing bridge
product fair price placement people / branding advertising (never stop)
Tim Horton’s lovers
Don presented an interesting theory on why Tim Horton’s has such devote fans.
- Tim Horton’s = hot brew thin cup = coffee feel
- Dunkin Donuts uses Styrofoam cups, insulates too well
advertise, continuously
McDonald’s stopped advertising for 2 weeks, sales dropped
Minds resist change => takes time
experience + expectation + exposure = share of mind = share of market
Radio is still relevant
power of sound: - iconic vs echoic, retention & recall - sound is tied to memory recall
Radio brings social (local feel)
creative is what makes a difference. Radio is the channel for messages + creative, vessel to brains.
book recommendations
“Positioning: the Battle for Your Mind” by Al Ries and Jack Trout
“Wizard of Ads” by Roy Williams. In the book, Roy Williams talks about 12 reasons why advertisements fail.
