Making Radio Stronger In A Disaster
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(12/14/2012 2:11:59 PM) Flag as inappropriate content
The good news is in that advertisers don't have to go all that deep in their buys. If they know their target-market, they can narrow it down and still be efficient.
I have already mentioned Frequency (3 or 4 hits on each listener per week seems to work quite nicely.) Creative and Consistency (A 52-week buy pretty much covers that!)
What I didn't mention is how the Creative is so very, very important. Most stations are guilty of putting out spots from the creative production team of PaP & Drek.
Mr. Morin's testimony is of use only if the radio people reading it don't rationalize, justify, minimize and blame (actions of those about to fail).
The company's success with enough radio can happen with virtually any business. Typical obstacles to a business doing only solid radio usually include the station sales manager, station program director, traffic girls, production goons, announcers, all of whom dislike ads and/or dislike work. Only inventive, creative salesmen, working with a clent and his goals can overcome the ingrained establishments that exist at many stations, preventing success stories like Mr. Morin's.
Rainy Night - I'm on the team, and I don't place the buy (a brilliant man named Steve Rae does), but I think we buy all the major companies in town and a couple independents as well. I'm pretty sure we bought 13 stations deep last time around. We only buy once per year - for 52 weeks. Year after year.
How about that - Mr. Morin understands radio advertising better than a blue-ribbon, multi-billion-dollars-to-spend panel of CMO's!
Thanks for sharing his story, Ed. There are thousands of others put there, just like his. Let's keep collecting them and showcasing them for the benefit of the naysayers.
And, Mr. Morin: well done! Thank you.
Which companies ran his campaigns?
Frequency, Creative and Consistency. The man had it figured out. Now, if only we could do that.
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(12/14/2012 2:11:59 PM) Flag as inappropriate content
The good news is in that advertisers don't have to go all that deep in their buys. If they know their target-market, they can narrow it down and still be efficient.
I have already mentioned Frequency (3 or 4 hits on each listener per week seems to work quite nicely.) Creative and Consistency (A 52-week buy pretty much covers that!)
What I didn't mention is how the Creative is so very, very important. Most stations are guilty of putting out spots from the creative production team of PaP & Drek.
- Ronald T. Robinson
(12/14/2012 2:09:42 PM) Flag as inappropriate contentMr. Morin's testimony is of use only if the radio people reading it don't rationalize, justify, minimize and blame (actions of those about to fail).
The company's success with enough radio can happen with virtually any business. Typical obstacles to a business doing only solid radio usually include the station sales manager, station program director, traffic girls, production goons, announcers, all of whom dislike ads and/or dislike work. Only inventive, creative salesmen, working with a clent and his goals can overcome the ingrained establishments that exist at many stations, preventing success stories like Mr. Morin's.
- Mel
(12/14/2012 1:28:40 PM) Flag as inappropriate contentRainy Night - I'm on the team, and I don't place the buy (a brilliant man named Steve Rae does), but I think we buy all the major companies in town and a couple independents as well. I'm pretty sure we bought 13 stations deep last time around. We only buy once per year - for 52 weeks. Year after year.
- Tim Miles
(12/14/2012 11:49:45 AM) Flag as inappropriate contentHow about that - Mr. Morin understands radio advertising better than a blue-ribbon, multi-billion-dollars-to-spend panel of CMO's!
Thanks for sharing his story, Ed. There are thousands of others put there, just like his. Let's keep collecting them and showcasing them for the benefit of the naysayers.
And, Mr. Morin: well done! Thank you.
- Rod Schwartz - Radio Sales Cafe
(12/14/2012 10:15:49 AM) Flag as inappropriate contentWhich companies ran his campaigns?
- rainy night in georgia
(12/14/2012 5:58:36 AM) Flag as inappropriate contentFrequency, Creative and Consistency. The man had it figured out. Now, if only we could do that.
- Ronald T. Robinson
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