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October 04, 2007

Live From the ERA Convention in Las Vegas

Well, not really live. Barely alive, actually, but "live" is a better lead-in.

We just returned from the annual Electronic Retailing Association Convention which is held in Las Vegas.

Upon returning yesterday, we were asked "what was the hot topic" at the show and we had to pause and think for a moment. Immediately our minds went searching for "news" by reviewing all of our interactions and all of the booths on the show floor. We ended up answering the question by saying "there wasn't a hot new topic at this show". It was like the movie Groundhog Day -- all the booths looked the same as in previous years, all of the things people were saying were the same things we've heard every year.

What really struck us looking back over the convention is what isn't new. What isn't really "new" is radio. Yeah, radio advertising.

The paradox here is that as dull as it is, it would be a mistake to let the lack of chaos surrounding radio advertising lull you to sleep right through the opportunity it presents. Why? Because it is this dullness that creates the magnitude of the opportunity.

Let us explain...

Direct response radio continues, year in and year out, to be an incredibly efficient, scalable profit engine for businesses that want to acquire new customers. Most businesspeople find the idea of growing profits to be exciting, even if the "how" isn't.

DRTV is changing, DR print is changing, and online advertising is definitely changing, but radio advertising remains consistent and dependable.

The incredible upside of that for radio advertisers is this: all that we've learned about "what works, with whom, and where" through hundreds and hundreds of tests over the past decade remains 100% relevant for businesses that want to grow profits through radio advertising.

If only that were "news". Then we could say it's "good news!"

Posted by Jeff Small & Brett Astor at 10:13 AM | Permalink