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May 10, 2007

Can Radio Advertisers Help Radio Stations With Marketing Strategy?

Mark Ramsey has an interesting post about P&G's use of promotion to drive trial of its products. P&G's CEO believes this marketing tactic delivers good business results. Ramsey's point is that radio stations should think the same way.

As I read this post I wondered how radio stations (or companies that own them) conduct their marketing planning.

Marketing 101 instructs businesses to focus on their customer. Companies like P&G go so far as to send their brand managers into the homes of their customers to observe how they use and relate to the P&G products! Now that is customer-centric.

Do radio stations even pick up the phone and ask their advertisers (customers) for feedback and advice?

Hmmm... opportunity?

Here's one thought:

Typically, radio stations say "trust me".

Radio stations say "we're #1 in X", "we deliver your target customers", bla bla ... and this is the justification they provide for the rates they feel they should get from the advertiser.

Radio advertisers - at least the most successful (profitable) of them - know that there's one measure, and one measure only, that justifies the rates: results.

So radio advertisers say "show me". Because they've learned that they can't do "trust me".

What does "show me" mean? It means exactly what Ramsey is saying: trial.

Radio stations should find a way to promote trial of advertising that will demonstrate the results to the advertiser.

Skin in the game. Belief in their product. Willingness to prove their worth.

Powerful.

Posted by Brett Astor at 10:55 AM | Permalink