Charlotte Caruso profile image

Charlotte Caruso

CEO at PuggleFM

Member Since November 2012

CLOVERDALE, WA, 6985

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23 FOLLOWERS

I am the Founder and CEO of PuggleFM, a radio station for families. I am a wife and Mum of 2 daughters who inspire me every day.
I am still completing my degree in International Business at Murdoch University and I love to talk - which is suitable for radio I guess. I like to discuss politics, world affairs, topics on education, health and the recent media junk binge.

Qualified skills

Copywriting and Content Marketing
Editing and Publishing

Charlotte Caruso answered this question

Micha Wotton
Micha Wotton, Head of Development at SavvySME

Sales and Marketing

How to choose an appropriate media for marketing a business?

Hello

Here is an excerpt from a recent article I have submitted for Leaders in Heels, I hope it helps a little;

Marketing communications is a critical aspect of a company’s overall marketing mission and a major determinant of its success in a market. (Chitty, Barker, Valos, & Shrimp, 2012) So this marketing thing is pretty important, but your smart and you didn’t need me to tell you that.

So what are the major forms of marketing communications?

Advertising – a form of static, mass communication in form of an image, audio or visual message. Organisations develop their message, produce it on their desired medium (this would be mail outs, TV advert, radio advert, magazine or newspaper print advert, and replicate that same message/image/visual/audio over and over to the consumer. These are considered non-personal because the organisation is simultaneously communicating with multiple receivers (perhaps millions), rather than a specific person or a small group, and they cannot guarantee who exactly will view the advertisement, e.g. a billboard advertisement, while it can be viewed by a higher number of people, there is no guarantee that a certain target demographic will view it or respond to it. This form of marketing is useful for organisations like fast food chains where they target most demographics, thus the mass communication is more useful than direct marketing. Advertising is designed to accomplish communication objectives, such as creating brand awareness and additionally to influence consumer attitudes toward the brand/product/service. It is useful for brand/product awareness but its effectiveness can be fickle and there are not guarantees to be a sale conversion from advertising.
Direct marketing – the use of several types of media to reach consumers and encourage them to purchase or take some form of immediate response, and unlike advertising, it’s an interactive process rather than being a one way for of communication. Database marketing is an integral part of direct marketing because it provides companies with information that allows them to profile their customers and to establish long-term relationships. An example of direct marketing would also be using sponsored advertisements on Facebook’s where organisations can choose the demographics of those the sponsored ad is targeted. This tends to be a more effective method to generate sales conversion as your organisation is typically targeting those they know have a high interest in the product or service and whom have a better chance of buying what it is you are asking them to.
Sales promotions – this refers to all marketing activities that attempt to directly stimulate buyer action or an immediate sale. Examples of Consumer Orientated sales promotions include using price reductions, free samples, contests/sweepstakes, coupons and rebates in an effort to encourage consumers to buy what it is you are selling. Consumer promotions are important as they offer a solution to accomplish goals that advertising by itself cannot achieve. Sales promotions can be extremely valuable, and if designed and delivered correctly, can be a great way to build year-over-year and month-over-month revenue growth.
Sponsorship Marketing – the practice of promoting the interests of a company and its brand by associating the company and its brands with a specific event. This form of marketing can be extremely valuable for some organisations, and less so for others. It’s a matter of finding the right fit for the brand and the event, and essentially what that boils down to is whether or not their target demographic is interested in the event, and therefore will be exposed to the brand by association with the event, and for the event organisers, potential revenue OR assistance with supplies, promotion, equipment, staff etc.
Marketing public relations (MPR) – like advertising, MPR involves non-personal brand exposure, but unlike advertising, it is not paid for. This can be a good and a VERY bad thing. When its good, MPR consists of favourable news items or editorial comments about an organisations product or services that receive free print space or broadcast time because a journalist considers the content newsworthy, however, in order to be credible, the report must remain unbiased and ‘not paid for’ by the company receiving the publicity (despite most glossy magazines who actively ignore this point). However, as the coverage or ‘PR’ is constructed without the interjection of the organisation, if the message or organisation itself if misconstrued or taken out of context, it could potentially be very damaging to the brand, and the public’s perception  of it, which could prove extremely costly to rectify.
Personal Selling – this strategy is based on person-to-person communication, where the salesperson informs, educates and persuades prospective buyers to purchase the company’s products or services. One key advantage personal selling has over other promotional methods is that it is a two-way form of communication. Many non-personal forms of promotion, such as a radio advertisement, are inflexible, at least in the short-term, and cannot be easily adjusted to address audience questions.

The interactive nature of personal selling also makes it the most effective promotional method for building relationships with customers, particularly in the business-to-business market. This is especially important for companies that either sell expensive products or sell lower cost but high volume products (i.e., buyer must purchase in large quantities) that rely heavily on customers making repeat purchases. Many people know that sales success often requires the marketer develop and maintain strong relationships with members of the purchasing company, and personal selling can offer a create method to achieve that.

Point-of-Purchase communications – this includes in store displays, posters, signs and other materials that are designed to influence consumer buying decisions at the point of purchase. This form of marketing can be really powerful for those who are selling tangible products that aren’t too bulky and are mass produced. In order for it to be effective, the organisation must first determine where their target market shops, and if its online, that’s ok to, advertise on the websites your target market frequents. If your target shoppers only venture to the stores to go food shopping, place your items there or wherever it is you determine is the places your consumers frequent.

 

The effectiveness of IMC involves using different types of communication medium and in order for it to be beneficial to your organisation, one must understand the brands marketing environment, target market, their behaviours in order to integrate the assorted communication media to effectively influence the consumers decision making. Hopefully this article has provided you with a quick rundown on the basics of marketing, which might allow you to better understand what is being talked about at the next meeting on marketing.

My advice, go for the mixed bag, select the lollies appropriate for you and your product or service, don’t select only one kind of lolly and make sure you understand your customers tastes before you invest in ANY lolly assortment, make sure they complement one another!

 

 

Charlotte Caruso answered this question

Wendy Huang
Wendy Huang, Full Time Blogger and YouTuber at A Custom Blog in 4 Minutes

Starting a Business

Why did you start your business?

Slightly long story, but I will try and condense it- basically I was driving my two young daughters to school and was just so sick of the radio content that was currently available to me. The lyrics were offensive and played at 8 in the morning, the advertisements were prolific and had no direct relation to me as a parent and the talkback was dribble and annoyed my kids, so I chose to turn on a CD to keep the kids happy and drove straight into a traffic jam. Of which I had 3 hours to brew over the state of radio in Australia...and was left wondering if there was a radio station for parents. When I FINALLY arrived at work, I began to  to investigate if something like that was out there, and I was shocked that nothing like this existed in AUSTRALIA, let alone WA.

 I told a few people (close friends and family) about my idea and very quickly became excited at the idea of starting such a project myself.

I was very naïve to begin with, not thinking for one second that I would be embarking on the never ending climb to nowhere in order to get such a station on air.

I chose PuggleFM as the name for my station as kids were baby goats and I’m not overly fussed on goats, plus they weren’t Australian, when I came across Puggle- which is a name associated with baby Platypuses or Echidna’s I knew that was the name for the station.

I trademarked the name, designed the logo, printed the stationary, purchased the domain names, registered the ABN and ACN – all the basic things you do when you start something like this up.

I engaged with a radio consultant who was brilliant, gave me a lot of information, to which I read though and became more and more excited about the possibility of launching PuggleFM in the very near future.

I began developing the programs whilst compiling what would be my first submission for a license to the ACMA.

I developed the programs as seen on this website and spent a lot of time developing these concepts on the premise I thought they would really benefit the community.

I submitted my first application for a community licence and received no response – nothing…. For like a month. This started the year long battle with the ACMA, of which only a few weeks ago finally ended (I took them to the Commonwealth Ombudsman who shockingly "found" a license - after the ACMA had said there "was absolutely none avaiable" - needless to say - i turned that offer down, because besides the fact it was a shared license and they refused to tell me who it would be shared with, in the time it had taken for this to come to a conclusion, the online/podcasting version of PuggleFM (of which I only did to prove to the ACMA that I was serious about the radio station) had actually taken off, and I was attracting 75% of my growing listener base from OUTSIDE of Australia - without ANY advertising!

Now 2013 looks to be a really exciting year for PuggleFM with new partnerships, over 30 new podcast series currently in development - it's been a bumpy road but it seems to have all paid off :)

Charlotte Caruso answered this question

Wendy Huang
Wendy Huang, Full Time Blogger and YouTuber at A Custom Blog in 4 Minutes

Advertising

Has anyone used radio advertising?

What I am currently doing is podcast sponsoring. Podcasting is something relatively "old news" but its audience is growing dramatically  and the response I' ve had with PuggleFM has been nothing short of explosive. I am currently developing different podcast channels, with separate interests and topics (e.g. small business, education etc) to allow the audience to "choose their own talk back" as well as allow potential and existing sponsors to better pitch to their target market. The thing with podcasts is their life cycle is much better than that of traditional radio advertising, they can be shared easily via social media, they are convieniant for the audience to listen to, and they are easily embedded into websites, with the meta data easily tagged - which obviously helps SEO. Make sure you don't discount podcasting when looking to audio forms of advertising -  its a steadily growing market and the trends and forecasts aren't expecting this growth to ease up anytime soon :)

New Business Ideas

PuggleFM - The Battle for Family Friendly Radio by Charlotte Caruso

    Tell us about your business? PuggleFM is Australia’s first radio station for families/parents. Since June 2010, we have been battling with ACMA (Australian Communications and Media Authority) as well as Minister Stephen Conroy for a right to broadcast such a station – to this day we have been denied such a right, but have taken our case to the Commonwealth Ombudsman, where it is curr...

New Business Ideas

PuggleFM - The Battle for Family Friendly Radio by Charlotte Caruso

    Tell us about your business? PuggleFM is Australia’s first radio station for families/parents. Since June 2010, we have been battling with ACMA (Australian Communications and Media Authority) as well as Minister Stephen Conroy for a right to broadcast such a station – to this day we have been denied such a right, but have taken our case to the Commonwealth Ombudsman, where it is curr...

Charlotte Caruso answered this question

Micha Wotton
Micha Wotton, Head of Development at SavvySME

Sales and Marketing

How to choose an appropriate media for marketing a business?

Hello

Here is an excerpt from a recent article I have submitted for Leaders in Heels, I hope it helps a little;

Marketing communications is a critical aspect of a company’s overall marketing mission and a major determinant of its success in a market. (Chitty, Barker, Valos, & Shrimp, 2012) So this marketing thing is pretty important, but your smart and you didn’t need me to tell you that.

So what are the major forms of marketing communications?

Advertising – a form of static, mass communication in form of an image, audio or visual message. Organisations develop their message, produce it on their desired medium (this would be mail outs, TV advert, radio advert, magazine or newspaper print advert, and replicate that same message/image/visual/audio over and over to the consumer. These are considered non-personal because the organisation is simultaneously communicating with multiple receivers (perhaps millions), rather than a specific person or a small group, and they cannot guarantee who exactly will view the advertisement, e.g. a billboard advertisement, while it can be viewed by a higher number of people, there is no guarantee that a certain target demographic will view it or respond to it. This form of marketing is useful for organisations like fast food chains where they target most demographics, thus the mass communication is more useful than direct marketing. Advertising is designed to accomplish communication objectives, such as creating brand awareness and additionally to influence consumer attitudes toward the brand/product/service. It is useful for brand/product awareness but its effectiveness can be fickle and there are not guarantees to be a sale conversion from advertising.
Direct marketing – the use of several types of media to reach consumers and encourage them to purchase or take some form of immediate response, and unlike advertising, it’s an interactive process rather than being a one way for of communication. Database marketing is an integral part of direct marketing because it provides companies with information that allows them to profile their customers and to establish long-term relationships. An example of direct marketing would also be using sponsored advertisements on Facebook’s where organisations can choose the demographics of those the sponsored ad is targeted. This tends to be a more effective method to generate sales conversion as your organisation is typically targeting those they know have a high interest in the product or service and whom have a better chance of buying what it is you are asking them to.
Sales promotions – this refers to all marketing activities that attempt to directly stimulate buyer action or an immediate sale. Examples of Consumer Orientated sales promotions include using price reductions, free samples, contests/sweepstakes, coupons and rebates in an effort to encourage consumers to buy what it is you are selling. Consumer promotions are important as they offer a solution to accomplish goals that advertising by itself cannot achieve. Sales promotions can be extremely valuable, and if designed and delivered correctly, can be a great way to build year-over-year and month-over-month revenue growth.
Sponsorship Marketing – the practice of promoting the interests of a company and its brand by associating the company and its brands with a specific event. This form of marketing can be extremely valuable for some organisations, and less so for others. It’s a matter of finding the right fit for the brand and the event, and essentially what that boils down to is whether or not their target demographic is interested in the event, and therefore will be exposed to the brand by association with the event, and for the event organisers, potential revenue OR assistance with supplies, promotion, equipment, staff etc.
Marketing public relations (MPR) – like advertising, MPR involves non-personal brand exposure, but unlike advertising, it is not paid for. This can be a good and a VERY bad thing. When its good, MPR consists of favourable news items or editorial comments about an organisations product or services that receive free print space or broadcast time because a journalist considers the content newsworthy, however, in order to be credible, the report must remain unbiased and ‘not paid for’ by the company receiving the publicity (despite most glossy magazines who actively ignore this point). However, as the coverage or ‘PR’ is constructed without the interjection of the organisation, if the message or organisation itself if misconstrued or taken out of context, it could potentially be very damaging to the brand, and the public’s perception  of it, which could prove extremely costly to rectify.
Personal Selling – this strategy is based on person-to-person communication, where the salesperson informs, educates and persuades prospective buyers to purchase the company’s products or services. One key advantage personal selling has over other promotional methods is that it is a two-way form of communication. Many non-personal forms of promotion, such as a radio advertisement, are inflexible, at least in the short-term, and cannot be easily adjusted to address audience questions.

The interactive nature of personal selling also makes it the most effective promotional method for building relationships with customers, particularly in the business-to-business market. This is especially important for companies that either sell expensive products or sell lower cost but high volume products (i.e., buyer must purchase in large quantities) that rely heavily on customers making repeat purchases. Many people know that sales success often requires the marketer develop and maintain strong relationships with members of the purchasing company, and personal selling can offer a create method to achieve that.

Point-of-Purchase communications – this includes in store displays, posters, signs and other materials that are designed to influence consumer buying decisions at the point of purchase. This form of marketing can be really powerful for those who are selling tangible products that aren’t too bulky and are mass produced. In order for it to be effective, the organisation must first determine where their target market shops, and if its online, that’s ok to, advertise on the websites your target market frequents. If your target shoppers only venture to the stores to go food shopping, place your items there or wherever it is you determine is the places your consumers frequent.

 

The effectiveness of IMC involves using different types of communication medium and in order for it to be beneficial to your organisation, one must understand the brands marketing environment, target market, their behaviours in order to integrate the assorted communication media to effectively influence the consumers decision making. Hopefully this article has provided you with a quick rundown on the basics of marketing, which might allow you to better understand what is being talked about at the next meeting on marketing.

My advice, go for the mixed bag, select the lollies appropriate for you and your product or service, don’t select only one kind of lolly and make sure you understand your customers tastes before you invest in ANY lolly assortment, make sure they complement one another!

 

 

Charlotte Caruso answered this question

Wendy Huang
Wendy Huang, Full Time Blogger and YouTuber at A Custom Blog in 4 Minutes

Starting a Business

Why did you start your business?

Slightly long story, but I will try and condense it- basically I was driving my two young daughters to school and was just so sick of the radio content that was currently available to me. The lyrics were offensive and played at 8 in the morning, the advertisements were prolific and had no direct relation to me as a parent and the talkback was dribble and annoyed my kids, so I chose to turn on a CD to keep the kids happy and drove straight into a traffic jam. Of which I had 3 hours to brew over the state of radio in Australia...and was left wondering if there was a radio station for parents. When I FINALLY arrived at work, I began to  to investigate if something like that was out there, and I was shocked that nothing like this existed in AUSTRALIA, let alone WA.

 I told a few people (close friends and family) about my idea and very quickly became excited at the idea of starting such a project myself.

I was very naïve to begin with, not thinking for one second that I would be embarking on the never ending climb to nowhere in order to get such a station on air.

I chose PuggleFM as the name for my station as kids were baby goats and I’m not overly fussed on goats, plus they weren’t Australian, when I came across Puggle- which is a name associated with baby Platypuses or Echidna’s I knew that was the name for the station.

I trademarked the name, designed the logo, printed the stationary, purchased the domain names, registered the ABN and ACN – all the basic things you do when you start something like this up.

I engaged with a radio consultant who was brilliant, gave me a lot of information, to which I read though and became more and more excited about the possibility of launching PuggleFM in the very near future.

I began developing the programs whilst compiling what would be my first submission for a license to the ACMA.

I developed the programs as seen on this website and spent a lot of time developing these concepts on the premise I thought they would really benefit the community.

I submitted my first application for a community licence and received no response – nothing…. For like a month. This started the year long battle with the ACMA, of which only a few weeks ago finally ended (I took them to the Commonwealth Ombudsman who shockingly "found" a license - after the ACMA had said there "was absolutely none avaiable" - needless to say - i turned that offer down, because besides the fact it was a shared license and they refused to tell me who it would be shared with, in the time it had taken for this to come to a conclusion, the online/podcasting version of PuggleFM (of which I only did to prove to the ACMA that I was serious about the radio station) had actually taken off, and I was attracting 75% of my growing listener base from OUTSIDE of Australia - without ANY advertising!

Now 2013 looks to be a really exciting year for PuggleFM with new partnerships, over 30 new podcast series currently in development - it's been a bumpy road but it seems to have all paid off :)

Charlotte Caruso answered this question

Wendy Huang
Wendy Huang, Full Time Blogger and YouTuber at A Custom Blog in 4 Minutes

Advertising

Has anyone used radio advertising?

What I am currently doing is podcast sponsoring. Podcasting is something relatively "old news" but its audience is growing dramatically  and the response I' ve had with PuggleFM has been nothing short of explosive. I am currently developing different podcast channels, with separate interests and topics (e.g. small business, education etc) to allow the audience to "choose their own talk back" as well as allow potential and existing sponsors to better pitch to their target market. The thing with podcasts is their life cycle is much better than that of traditional radio advertising, they can be shared easily via social media, they are convieniant for the audience to listen to, and they are easily embedded into websites, with the meta data easily tagged - which obviously helps SEO. Make sure you don't discount podcasting when looking to audio forms of advertising -  its a steadily growing market and the trends and forecasts aren't expecting this growth to ease up anytime soon :)

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