Varnson Group

	Why should I partner with Varnson Group?

	Customer-centric advertising is our agency’s sole specialty. Varnson Group is passionate about the delicate balance between control of the message and credibility of the message. We encourage DJs to endorse products in their own words…the way they talk to their audience everyday. Our endorsement radio program allows our clients to influence word of mouth communications without breaking the context of real-life conversations. Varnson Group has experience on both sides of the microphone as we were founded by and are run by former radio personalities. With over 20 years of endorsement radio-specific experience, we have placed over $300 million in endorsement-exclusive media, and we maintain a database of over 3,000 key local opinion shapers.

	Why is Varnson Group’s endorsement radio program effective?

	Brand perceptions are hard to change because brands live in the hearts and minds of consumers, and consumers believe their perceptions are accurate and infallible. The best way to shape consumers’ brand perceptions is through an existing relationship with someone they know and trust. Endorsement radio capitalizes on the pre-existing relationships key local opinion shapers have with their audience. Local radio personalities have credibility, spontaneity and high listener involvement. It is natural for DJs to talk about brands they use and like, and listeners are interested in the specific opinions of their favorite personalities and trust their recommendations.

	Will endorsement radio work best as a stand-alone or as part of an integrated marketing effort?

	Depending on campaign goals and objectives, endorsement radio can effectively stand alone or function as part of an integrated marketing effort. By itself, endorsement radio has proven effective for new product introductions, line extensions and distribution support in new markets as well as for products that need additional explanation and sluggish performers. As an integral part of the marketing platform, endorsement radio creates buzz, generates momentum and softens the beaches for other marketing efforts so consumers are more receptive to all messaging.

	How can I be sure DJs use my product/service?

	We require that endorsers are customers in advance of the campaign to ensure they will speak sincerely about their personal experience. Through our endorser profiling, DJs’ opinions about and personal experience with the brand’s category are determined. In addition, endorsers are required to participate in a program orientation meeting where they discuss their experiences with the brand before going on air.

	How can I be sure DJs will not say anything negative about my product on-air?

	Through our endorser profiling, we ensure that only the most enthusiastic and credible brand stewards available will be sharing the brand’s message with their listeners. As long as the product/service delivers on its brand promise, endorsers will discuss their personal experience with the brand – how could that be negative?

	How can we track sales successes with your endorsement program?

	We strongly encourage our clients to measure the effectiveness of endorsement radio. Depending on campaign objectives (sales increase, brand awareness, distribution gain, etc.) metrics such as sales volume, CDI/BDI, % ACV, or other measurements can be monitored before, during and after the endorsement radio campaign. Sources of this information include POS data, shipments from warehouses or retail scanning services such as AC Nielsen’s ScanTrack or IRI’s InfoScan. If AC Nielsen or IRI are utilized, we will align the Arbitron metros accordingly.

	We have already spent millions of dollars in more traditional forms of advertising but our product isn’t reaching desired sales goals. Do you have case studies that prove your endorsement radio program works after other advertising has failed?

	Please see our Case Studies.

	Do you use the same endorsers in each market regardless of the product or service?

	We thoroughly research all available key opinion shapers in a market to find the best available brand ambassadors for each campaign. Past endorsement performance is one of the intangibles we consider in addition to popularity, visibility among the demographic and overall enthusiasm as a potential brand ambassador. Quantitative data such as daypart rank and rating, Time Spent Listening and turnover are also considered.

	How do you ensure the endorsements air?

	We analyze radio station invoices spot-by-spot to ensure equality in vertical and horizontal rotation. Stations that fail to deliver the contracted GRPs are required to make-good the under-delivery with no-charge spots or other measurable restitution.

	Is added value part of an endorsement radio program?

	Our program requires each station to deliver a minimum of 15% of gross media dollars in added value. We develop all promotions in-house, tailoring them to each campaign’s specific objectives. Promotions include everything from sampling events, on-air contests, website contests, and News/Weather/Traffic sponsorships.

	Can I hear what all of the endorsers are telling their listeners about my brand?

	Through the secure Log In area of this website, clients may listen to endorsements 24 hours a day and provide feedback to the agency.

	How does your endorsement program help my field marketing and/or sales teams?

	We have numerous clients whose field marketing and/or sales team utilize endorsement radio to gain additional distribution, better product placement in stores and force-out distribution.

	How much time will I need to devote to my involvement in your endorsement program?

	We provide a dedicated Account Team that manages all components of the campaign. Clients can be involved as much or as little as they desire. At a minimum, clients approve the media plan/buy, approve the creative content, listen to endorsements and monitor results. Additional involvement is entirely up to the client.

	Is endorsement radio effective with ethnic, minority or narrow targets?

	Endorsement Radio is very effective for marketing initiatives targeting African Americans, Hispanics or other narrow targets, such as teens or women 35+, particularly because DJs speak to these groups in a language, dialect or manner in which they prefer to be spoken to. We have extensive experience and numerous case studies reaching all of these groups.

	How does customer-centric advertising translate beyond endorsement radio?

	Customer-centric advertising means celebrating the love that your best customers have for your brand by featuring their voices, faces and passion in all consumer communications. From TV to outdoor to packaging, customer-centric advertising provides a platform for that passion. Please go to Customer-Centric TV for examples.