Making Radio Stronger In A Disaster
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(3/21/2013 11:50:36 PM) Flag as inappropriate content
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Quite so, Melissa. I had the pleasure of editing and voicing the radio spots for, what started out as, a two-store sporting goods company for 27 years. In that time we grew to be Canada's largest and most profitable sporting goods retailer (Sportchek).
The business was sold; the new owners dropped radio (and me) and sales dropped by 30%. They never fully recovered either.
It's an example of the kind of story that can be generated by influential and sometimes entertaining radio spot-buys.
Let's not confuse measurable with effectiveness. Radio can demonstrate brand growth in every market for 90 plus years. Wheaties is the first example and I am sure in every town and big city there is a story about a small business that started on radio and is now is iconic in that area. Portland has those stories a car dealer, a roofing company, a county fair....This is why getting our strategy and story straight is so important..lead the pack don't chase the tail of modern groupthink.
To be sure, Marie, radio could use some quality data. But.... it ain't forthcoming - not the kind advertisers are getting from online and not this quarter.
Our job is to start producing commercial content that can move minds and bodies... to the de-partment store over yonder.
Excellent article, BUT we still need a key component from an advertiser's perspective: Effective metrics to measure ROI,
Great article, Melissa and I could not agree more with your position! Also, Tim Miles is an excellent choice for anyone trying to move prospects/customers through the Communication Process/Buying Funnel on the value of telling great stories and radio as a powerful vehicle to deliver them. The Mind truly does work by EAR!
Nice piece, Melissa! Deserves widespread publication.
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(3/21/2013 11:50:36 PM) Flag as inappropriate content
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- NY
(12/13/2012 10:47:10 AM) Flag as inappropriate contentQuite so, Melissa. I had the pleasure of editing and voicing the radio spots for, what started out as, a two-store sporting goods company for 27 years. In that time we grew to be Canada's largest and most profitable sporting goods retailer (Sportchek).
The business was sold; the new owners dropped radio (and me) and sales dropped by 30%. They never fully recovered either.
It's an example of the kind of story that can be generated by influential and sometimes entertaining radio spot-buys.
- Ronald T. Robinson
(12/12/2012 12:28:18 PM) Flag as inappropriate contentLet's not confuse measurable with effectiveness. Radio can demonstrate brand growth in every market for 90 plus years. Wheaties is the first example and I am sure in every town and big city there is a story about a small business that started on radio and is now is iconic in that area. Portland has those stories a car dealer, a roofing company, a county fair....This is why getting our strategy and story straight is so important..lead the pack don't chase the tail of modern groupthink.
- Melissa Kunde
(12/12/2012 10:49:44 AM) Flag as inappropriate contentTo be sure, Marie, radio could use some quality data. But.... it ain't forthcoming - not the kind advertisers are getting from online and not this quarter.
Our job is to start producing commercial content that can move minds and bodies... to the de-partment store over yonder.
- Ronald T. Robinson
(12/11/2012 5:47:54 PM) Flag as inappropriate contentExcellent article, BUT we still need a key component from an advertiser's perspective: Effective metrics to measure ROI,
- Marie T.
(12/10/2012 1:38:01 PM) Flag as inappropriate contentGreat article, Melissa and I could not agree more with your position! Also, Tim Miles is an excellent choice for anyone trying to move prospects/customers through the Communication Process/Buying Funnel on the value of telling great stories and radio as a powerful vehicle to deliver them. The Mind truly does work by EAR!
- John Zimmer
(12/10/2012 1:05:51 PM) Flag as inappropriate contentNice piece, Melissa! Deserves widespread publication.
- Rod Schwartz - Radio Sales Cafe
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