The New Media Mix
Some of you may have read my article in Broadcast Dialogue or Radio Ink about how disappointed I was with the demise of the Radio Marketing Bureau in Canada.
I’m equally disappointed that broadcasters, radio and TV, have let themselves be labeled as ‘old’ or ‘traditional’ media in an era when no one wants to buy anything branded as ‘old’.
The advertiser seminars we run have successfully persuaded local advertisers that this is the electronic age; an age where the most powerful media mix includes anything electronic, specifically radio, TV, mobile, web, email and social media.
Positioning any media that cuts down trees and has huge production and delivery costs as ‘old’ has won tons of new business for our host broadcasters.
We need to work together as an industry to educate more local advertisers about broadcasts’ fit in the new media landscape. Here are some excerpts from a letter written by Radio Ink publisher Eric Rhoads;
I’m going to ask you to do something that may make you uncomfortable.
In fact, most of you will get the hair up on your back, or send e-mails telling me why I’m an idiot for what I’m about to suggest. Sadly, only 2 percent of you will take my suggestion, and the other 98 percent will find fault with it. The good news is that the 2 percent will gain favor with advertisers.
The indirect nature of this strategy may make you uncomfortable, but I ask you to keep an open mind, because it is a huge opportunity for radio.
What I am about to share must be carried out very delicately and with perfect finesse:
1. Work with the market manager of every radio station in your town and invite them to a meeting ASAP.
2. All stations in town will be given an opportunity to participate in a local advertiser even. All stations must agree to participate equally, even though some may have more stations and some will want more credit.
3. Invite every business in town to a four-hour conference with experts, and advice on boosting business. It will NOT be about radio or individual stations.
4. Do not pitch radio. Do not allow your salespeople to pitch radio, or to even push for appointments. The ONLY exposure should be brief introductions to the local managers and a pamphlet that you will create called Strategies for Small Business. Highlighting radio’s strengths, it can have ads for stations and listings for all participating stations in the back.
Why You Should Do This
It’s the right thing to do. If broadcast becomes known for helping local businesses without asking anything in return, we will improve our image in the eyes of local businesses.
It’s the right thing to do. If broadcast becomes known for helping local businesses without asking anything in return, we will improve our image in the eyes of local businesses.
Why You Should Not Do This Alone
Lift the tide for all. Every station will benefit, and you’ll have 10 times more businesses present than if you held a single-station event.
Lift the tide for all. Every station will benefit, and you’ll have 10 times more businesses present than if you held a single-station event.
Eric Rhoads
Publisher
RADIO INK
Publisher
RADIO INK
I have a great deal of respect for Eric and his expertise and sincerity. In his complete letter, Eric listed ten steps to working together which we have incorporated into our New Media Mix in The New Economy advertiser seminar.
Eric began this piece suggesting that this program must be carried out very delicately and with perfect finesse.Our program does exactly that, working with local broadcasters with our invitation, sponsorship, promotional and agenda templates to create a powerful unified event.
FREE! Click here to arrange an online demo of how working together can drive more business for all.
Bonus; What Eric didn’t mention is the cost savings when you work together to promote our industry versus bearing the costs of speakers, venues, refreshments and other seminar investments on your own.