REASON FOR SHARING
A campaign which informed SME owners and decision-makers about Energia’s products and services and engaged this audience with targeted, business-related content through the Energia hub powered by Newstalk.
SME owners are often involved at all levels of the business, from management to utilities. As busy people, we wanted to provide content which was tailored and relevant to this business sector, which provides the highest proportion of employment in Ireland.
Newstalk presented an ideal fit for Energia. The station exists to deliver its listeners with informative news, business, current affairs and lifestyle content. 70% of Newstalk listeners (who work either full or part-time) work for an SME (TGI, 2015). 18% are self-employed and 12% have invested in their own business (index 149). Newstalk listeners like to engage with content that provides them with entertainment and/or informs them.
The solution saw the design and development of the Energia Hub powered by Newstalk. Featuring articles from the Newstalk business section and some entertainment articles to create engagement, the hub was also home to a bespoke infographic series based on the theme of ‘electricity’. The digital activity was supported by on-air promotion spots that directed listeners online to the Energia hub. Radio played an imperative role in delivering the Newstalk audience to the hub. Traffic was also driven to the Energia Hub via the Newstalk display ads, social posts and through the Kick-start your Business articles; a regular feature on The Right Hook which features an SME owner receiving business advice from George and Gerard Tannam of Island Bridge Brand Development.
A key issue facing SMEs is access to capital. Knowing this, we launched the ‘Giving More Power’ competition which gave business owners the chance to win €2,000 to power their business. The entry mechanic was structured around electricity savings, as seen below:
Through on air promo spots, social media posts and digital display, the Energia Hub powered by Newstalk had just under 900 competition entries as well as generating approximately 2.5 million impressions over the 6 months of the campaign.