RadioGuruPdx

Your Most Powerful Advertising Weapon

 

Too often, we make the mistake of thinking of business as a matter of pure rational calculation, something that in a few years computers will handle better than humans. One hears this in conference room and corridor: “What do the numbers indicate?” “Just give me the facts.” “Let’s weigh the evidence and make the right decision.” And yet, truth to tell, few talents are more important to success than knowing how to tell a good story." - Michael Hattersley, Author of Management Communication

Think about successful brands:  Cricket Wireless, Coca-Cola, McDonald's, Apple. These brands connect with customers on an emotional level because they tell a persuasive story. 

People don’t just buy a product for the sake of buying. They buy a lifestyle, a solution, a trusted source, a story that is relevant to their values and needs.  It’s a much more intimate experience when advertising builds on a storyline identity.

"A voice can sneak in, bypass the brain, and touch the heart.”  
 - Jay Allison, an Independent Broadcast Journalist. 

We don’t need visual stimulus to understand or feel a moment. Just by listening to sounds and voices, we form pictures in our imagination.

“Stories constitute the single most powerful
weapon in a leader’s arsenal.”
- Dr. Howard Gardner, Professor, Harvard University, Author of Leading Minds

Anthropologists and historians argue that storytelling defines our humanity. For thousands of years people have passed along stories as ways to define their experience and pass on knowledge gained. The oral tradition will never die because of the sweet sound attracts life.

Nobody in marketing or advertising would say that the oral tradition is dead, or that sounds don't emotionally affect listeners. 

The single most powerful strategy is defining your voice, building a relatable story, and telling it to the world. The single more powerful tool to amplify your strategy is Radio.

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Groupon? Nope. Group-off.

Slate magazine recently ran their article, "Ding, Dong The Deal is Dead," in their earnings report section regarding Groupon's poor business model. It looks like Groupon was a causality of the internet's new shiny object syndrome. People thought that because it was new and looked snazzy it might work, but it's still failing to produce value for both the clients and for themselves. 

Rakesh Agrawal, an analyst and journalist who spent many years working in the local advertising business, writes, "Groupon was riding high because its most important constituency—the small businesses who slashed their prices to entice Groupon’s customers—was getting ripped off. When Groupon runs a deal with a local business, it demands very unfavorable terms. First, the merchant is asked to substantially reduce his prices. Then he has to agree to give Groupon a huge split—often 50 percent—of the tiny amount that he does make from each Groupon sale. For instance, if my fast-food shack normally sells a burger-and-shake combo for $10, Groupon will want me to offer it for $5, and then take half of the $5 sale—so I’ve just sold $10 of merchandise for $2.50."

The lesson is to be wary of the fast buck from a new internet formula. Take a good look at what you're getting  yourself into and remember that newer doesn't always mean better. 

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Tim Miles: Two Kinds of Compliments

“Young man, I want to pay you two compliments,” he said – with a wink in his voice before so much as a ‘hello’ in our weekly phone call.

(These calls always make me nervous. What if we’re tracking downward? What if the things we’re doing aren’t working? But, you have to make the call. You do the hard thing especially when you’re worried it’s not working.)

He and I are finishing up our first year together. We’re about ten months into our partnership.

“First,” he said, “I am humbled by your greatness. 

"Sir," I said, "It's awful early to be drinking."

“No, sir,” he said, “How in the world you listen to me ramble on and on about the business and customers and somehow come back with just the right thing to say to bring us new customers … well, I just don’t know how you do it.”

I have learned, and repeatedly practiced, saying simply, “Thank you, sir.” I do not take compliments well – particularly these kind of compliments.

“Second,” he continued, “we closed out January and made our goal by $940. Last January, we missed our goal by $81,000. And I want to thank you.”

Those kinds of compliments, I take very well. We each swung our own hammer to benefit the business. We did what needed to be done.

Today, we spent a few minutes sharing in the success, and then we got back to work. It’s a tall mountain, and we’ve only just begun to climb.

As I look outside and see the dim pallor of the day and hear the guy on the radio talk about snow coming this way, I can't help but think it’s a beautiful day.

Success is so much sweeter when shared with someone who makes you smile.

Thank you, sir.

Tim Miles
Milestones for Small Business
www.justonewins.com 

 

Wait, What? Radio Listenership Bigger than Ever?

In the last year more than 600,000 new people started listening to Radio again.

Is it because broadcast airwaves have a secret transmission about the end of the world? Are Millennials finally a little bored with Pandora? Maybe it's because Radio offers a connection that social media does not, like real people, live on the air. 

Whatever the case, the facts are in: 93 Percent of Americans still listen to Broadcast Radio.  

In a June 13 article, Digital Media News highlighted the significant growth in new listeners who have tuned in to radio in the past year. The publication quoted the latest Arbitron RADAR report, which stated that the growth was spurred by the 18-34 age demographic. The article suggested that this continued growth and maintenance in listenership (at 93% of persons aged 12 and over) can be attributed to radio’s “convenience and ease of use.” To read the article, click “Seriously? 93 Percent of Americans Still Listen to Broadcast Radio.”

Pacific NW is #5 of Top 10 Cat Markets in Northwest

Pacific Northwest Cat Owners 2012 from Melissa Kunde 

How do cat owners in the Portland Metro and Seattle-Tacoma area spent their media day? With Radio and Internet.

If you're in the pet care business Radio is a strong and cost-effective way to move your share of voice and your bottom-line. A new Media Audit study on pet ownership reveals that five of the top ten markets for cat ownership are in the Northwest section of the country. According to the 81 market study, Eugene, Oregon ranks as the top market for cat ownership with nearly half the market (49.1%) who own a cat. The figure is more than double when compared to the general U.S. population, in which 23.8% own a cat.  The national figure represents more than 35 million people across. It is estimated that nearly $58 billion was spent by U.S. consumers on the pet industry in 2011, with advertising spending reaching historic heights in 2009 and 2010.

Consering the average yearly cost of owning a cat is around $600 to $900, there is much to be gained in Radio advertising. Cat lovers spend hundreds in cat food, cat litter, and cat toys, as well as having veterinarian services. When a cat reaches seven years of age, vet costs usually increase due to a yearly blood-screening test, changes in food and additional medical costs to treat conditions such as arthritis, or diabetes, which may develop in the older cat.

The Media Audit Annual Consumer Buying Power provides valuable consumer intelligence that allows local media, and media buyers, to compare the amount spent annually on items such as pet food, pets, supplies, medicine, and pet services by different media audiences, thus allowing advertisers to identify which media can provide the best return on investment.

For more information on this study, or for more information on the Annual Consumer Buying Power Reports, contact The Media Audit.