Radio Advertisers to Manage Business Reputation with New System

Share Article

Mpact Magic and El Dorado Broadcasters agree to collaborate on introducing reputation management system to small businesses in Central California. Advertising sales representatives will be teaching local businesses some new tricks.

El Dorado Broadcasters

El Dorado Broadcasters

Getting these happy customers to speak up has dramatic effects on a business’ reputation – and bottom line.

Reputation management pioneer, Mpact Magic based in Las Vegas, NV, has entered into a joint marketing deal this week with El Dorado Broadcasters based in San Luis Obispo. In the arrangement, sales representatives of El Dorado Broadcasters will educate their small business clients about the power that online reviews have on the effectiveness of radio advertising.

“We came to realize that the best radio advertising in the world can lose its power in the face of negative, or even neutral, online information. Prospective customers of an advertiser can be encouraged to visit the business, but be stopped in their tracks by the opinions of total strangers,” says Ron Roy, Regional Vice President of El Dorado Broadcasters. “If a business owner does not carefully craft what is said about his or her business online, all the work we do can be for naught.”

That became the basis of the marriage of El Dorado and Mpact Magic. Mpact Magic pioneered a method of collecting customer reactions right at the point of experience. In situations where the experience was not-so-good, the Mpact Magic system immediately alerts a member of management who can engage the customer before he or she has a chance to start editorializing online. “They can still leave a negative review,” Roy comments, “but, if they are engaged by a caring manager quickly, they are less likely to do so.”

Usually, however, a customer is happy with the product or service. Currently, since they expected the experience to be positive, it is not exceptional and, therefore, not an experience that needs to be reported online.

“This is where the ‘magic’ part comes in,” smiles Jim Richardson, Mpact Magic’s Director of Marketing. “People who have never even thought of leaving an online review are suddenly asked if they had a good experience and to briefly describe it. Getting these happy customers to speak up has dramatic effects on a business’ reputation – and bottom line.”

The combination of radio advertising creating a greater awareness, and an online reputation that confirms a business’ quality, has a two-fold punch that significantly boosts marketing impact.

El Dorado Broadcasters, part of Frontier Broadcast Holdings in Los Angeles owns and operates fifteen radio stations in the western United States, including markets in San Luis Obispo, CA, Santa Maria, CA, Victorville, CA, and Yuma, AZ.

Mpact Magic works with businesses of all types to encourage customers to review a business at the point of transaction. The Mpact Magic system is deployed in a variety of ways from something as simple as a pencil and paper to a device as technically advanced as a wireless tablet – or a customer’s own cell phone.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Roger McManus

Jim Richardson
Follow us on
Visit website