Those of you who know me know I love radio. I cut my broadcasting teeth doing a weekend show at WHFI near Detroit about the time Marconi was a young man. Yep, a long time ago.
I've witnessed the fads, the formats and the failures...I also learned the power of focus.
For your radio marketing campaign to win...FOCUS is exactly what you need.
But, it's difficult for many reasons.
Today the radio market is significantly fragmented. Multiple stations broadcasting to similar audiences, a host of syndication programs, a lack of local involvement and local ownership have all made "choice" a more difficult decision.
But, make no mistake. Every radio station has "somebody" listening. Picking the right station to match your product or service is the key. Even if you are in a "one station market"...is the local station the best buy? Maybe...maybe not. You need to know.
Creative is as important as the broadcast outlet. Good, no excellent, creative is critical to getting noticed. Often radio stations will write your copy for free...and you get what you pay for. I remember, as a young broadcaster, having to write copy for twenty different clients a day. After a bit...they all begin to sound the same. To stand apart from the crowd you need to dazzle your copy and the sound.
Finally, staying on the sales message is critical. I'm amazed when I hear radio (and some TV ads) that drift so far off the sales mission I end up wondering why they made the buy.
Target - Excellent Creative - Always Sell
So, can you tell us about your broadest experience?
Michael P. Libbie - Insight Advertising, Marketing & Communications where we're involved with two radio programs "The Iowa Sportsman" (Thomas Allen and Me above) and "Highway 6 - Your Road to the Country" both on 98.3 WOW-FM - Des Moines.