Cumulus Launches ‘EPC Guarantee’
• Doubling down on the industry-leading ROI guarantee of its Westwood One division, Cumulus Media is launching an innovative program leveraging the proven effectiveness and reach of broadcast radio, combined with the precise targeting capabilities of its digital products. The program, dubbed “The EPC Guarantee” will support local advertisers’ No. 1 objective: attracting more customers.
Cumulus will guarantee participating local advertisers a minimum number of Engaged Potential Customers (“EPCs”): listeners who have contacted the business as a result of the coordinated program. Should the program not deliver the guaranteed results, the business will receive free advertising.
This program was announced Dave Milner and Bob Walker, the EVPs of Operations of Cumulus Media’s Radio Station Group. “Marketers took notice of our commitment to results when we debuted the Westwood One ROI Guarantee and challenged us to deliver something similar to our local advertisers,” said Milner. “After touting the benefits of a combined radio and digital campaign, we’re now putting our money where our mouth is in our local markets with the EPC Guarantee.” Walker added, “Using radio’s exceptional 10:1 ROI, and a proven 19% lift when messages are coordinated between media platforms, we are delivering a hyper-efficient brand building and customer generation program all in one. We’ve known all along that we can be an advertiser’s one-stop shop for results; now we guarantee it.”
The EPC Guarantee will launch in 65 Cumulus markets later this month, in the home and professional services categories, and will be available in all 90 Cumulus markets in 2019.
