Friday, September 2, 2011
Friday, August 19, 2011
Virtual DJ - A Wrong Turn for Radio.
While skimming through the August 18th edition of Inside Radio, I came across the news headline that read "Forget voice tracking, a non-human DJ may be radio's next big thing".
My first reaction was - "Are you frickin kidding me?!?!" Why in the world would the radio industry go in that direction? Frankly this would just send our industry in the wrong direction - downward spiral.
So I read more of the story and learn that the technology for the computer generated personality "Denise" was developed by Guile 3D Studio. Dominique Garcia, a veteran DJ from San Antonio learned of the technology and purchased "Denise" for $200.
According to the blog by Dominique on mysanantonio.com, when the Denise software program was developed, it was intended to be a virtual assistant that would act as a personal assistant who would answer your phone, update you social media, manage your schedule, act as an alarm clock etc... read entire blog post here:
Dominique was impressed with the software and thought it had the potential to be programmed to run an on air shift on the radio. Denise gets her first on air shift August 24 on KROV 1pm CST, the HD-2 or on the stream at http://www.krovfm.com/
Horrible idea for an industry that is already suffering from consolidation, budget cuts, fragmentation etc. The last thing the radio industry needs is another money saving technology that will cause more talented people to lose their jobs and less interaction with our listeners. Doesn't our country have enough people out of work already? Why do we continue to do things that have the potential to drive the industry into extinction.
What makes radio thrive is personality, the emotional connection we have with listeners, the way we engage our listeners, the connection a personality has with his/her audience is one of the most powerful connections in media. This emotional connection is what drives revenue, this connection is what works for advertisers and this connection will be completely lost by going the cheap route of digital automation.
When Rush Limbaugh tells his audience that he is sleeping great because of the bed he bought at Sleep Train - his audience responds buy buying beds from Sleep Train. When Brian Sussman tells his listeners that he purchased windows from a company he trusts - his listeners call American Vision Windows and say "I want to do business with you because Brian Sussman did business with you". When Ronn Owens tells his audience that they will get a great deal on a hotel room at the Handlery when they stay in the City, his listeners don't think twice about making a reservation there.
Dominique goes on to say "The idea and concept was never meant to blatantly disrespect any of my colleagues by creating a situation in which it would place their jobs in jeopardy." and then he goes on to say "radio owners may find the idea intriguing since it can save companies millions of dollars."
How will it save companies millions of dollars? By putting thousands of personalities out of work..that's how.
I'm sorry, but this is not the solution to save radio. Going back to our roots, being active in the community, delivering compelling content and delivering measurable results for our advertisers is what will save radio. If our advertisers do not have success, stations will not survive. Advertisers like Sleep Train, American Vision Windows and The Handlery hotel continue to use radio because the live, human, socially interactive radio personalities drive paying customers to their businesses.
If radio stations need to rely on Denise to endorse or promote a products to drive revenue - they might as well turn off the transmitter.
Denise will kill music radio, people will continue to flock to their ipods and Internet radio and what will be left? Interactive talk radio driven by personality and passion.
Radio Ads Work....and they work better on talk radio.
follow me on twitter @radioadsworksf
justin@radioadswork.com
My first reaction was - "Are you frickin kidding me?!?!" Why in the world would the radio industry go in that direction? Frankly this would just send our industry in the wrong direction - downward spiral.
So I read more of the story and learn that the technology for the computer generated personality "Denise" was developed by Guile 3D Studio. Dominique Garcia, a veteran DJ from San Antonio learned of the technology and purchased "Denise" for $200.
According to the blog by Dominique on mysanantonio.com, when the Denise software program was developed, it was intended to be a virtual assistant that would act as a personal assistant who would answer your phone, update you social media, manage your schedule, act as an alarm clock etc... read entire blog post here:
Dominique was impressed with the software and thought it had the potential to be programmed to run an on air shift on the radio. Denise gets her first on air shift August 24 on KROV 1pm CST, the HD-2 or on the stream at http://www.krovfm.com/
Horrible idea for an industry that is already suffering from consolidation, budget cuts, fragmentation etc. The last thing the radio industry needs is another money saving technology that will cause more talented people to lose their jobs and less interaction with our listeners. Doesn't our country have enough people out of work already? Why do we continue to do things that have the potential to drive the industry into extinction.
What makes radio thrive is personality, the emotional connection we have with listeners, the way we engage our listeners, the connection a personality has with his/her audience is one of the most powerful connections in media. This emotional connection is what drives revenue, this connection is what works for advertisers and this connection will be completely lost by going the cheap route of digital automation.
When Rush Limbaugh tells his audience that he is sleeping great because of the bed he bought at Sleep Train - his audience responds buy buying beds from Sleep Train. When Brian Sussman tells his listeners that he purchased windows from a company he trusts - his listeners call American Vision Windows and say "I want to do business with you because Brian Sussman did business with you". When Ronn Owens tells his audience that they will get a great deal on a hotel room at the Handlery when they stay in the City, his listeners don't think twice about making a reservation there.
Dominique goes on to say "The idea and concept was never meant to blatantly disrespect any of my colleagues by creating a situation in which it would place their jobs in jeopardy." and then he goes on to say "radio owners may find the idea intriguing since it can save companies millions of dollars."
How will it save companies millions of dollars? By putting thousands of personalities out of work..that's how.
I'm sorry, but this is not the solution to save radio. Going back to our roots, being active in the community, delivering compelling content and delivering measurable results for our advertisers is what will save radio. If our advertisers do not have success, stations will not survive. Advertisers like Sleep Train, American Vision Windows and The Handlery hotel continue to use radio because the live, human, socially interactive radio personalities drive paying customers to their businesses.
If radio stations need to rely on Denise to endorse or promote a products to drive revenue - they might as well turn off the transmitter.
Denise will kill music radio, people will continue to flock to their ipods and Internet radio and what will be left? Interactive talk radio driven by personality and passion.
Radio Ads Work....and they work better on talk radio.
follow me on twitter @radioadsworksf
justin@radioadswork.com
Wednesday, August 17, 2011
Engagement Vs. Exposure
When it comes to delivering your company's important marketing message to consumers, do you want your target market to be engaged with the message or simply exposed to it?
In today's ultra competitive marketing landscape it is becoming increasingly more difficult to cut through the clutter and get your marketing message to be seen and heard and more importantly acted upon.
As consumers, everywhere we turn there are marketing messages being hurled at us - Newspaper, TV, Radio, Billboards, Coupons, Text Messages, Email, Online Display Ads (on just about every web page you visit), Facebook, Hundreds of Daily Deals, Mobile ads within apps, shopping carts, Coffee Sleeves, Bathroom Stalls, Ad Words etc etc etc....marketing messages are out there - everywhere.
As business owners, we are faced with the challenge of choosing the most effective form of marketing that will deliver the best return on investment. And as you can see, there are hundreds of choices. Most companies can not afford to spend thousands of dollars on a branding campaign that simply gets their name/brand/logo exposed to their target consumer group.
In today's tough economy business owners need an effective message that will convert their target market into paying customers relatively quickly. The way to increase the probability of customer acquisition is to attract the customer, grab or occupy their attention and please them with your message so they will have the desire to do business with your company So, when it comes to delivering your company's important marketing message to consumers, do you want your market engaged with your message or simply exposed to it?
Engage: Verb
In today's ultra competitive marketing landscape it is becoming increasingly more difficult to cut through the clutter and get your marketing message to be seen and heard and more importantly acted upon.
As consumers, everywhere we turn there are marketing messages being hurled at us - Newspaper, TV, Radio, Billboards, Coupons, Text Messages, Email, Online Display Ads (on just about every web page you visit), Facebook, Hundreds of Daily Deals, Mobile ads within apps, shopping carts, Coffee Sleeves, Bathroom Stalls, Ad Words etc etc etc....marketing messages are out there - everywhere.
As business owners, we are faced with the challenge of choosing the most effective form of marketing that will deliver the best return on investment. And as you can see, there are hundreds of choices. Most companies can not afford to spend thousands of dollars on a branding campaign that simply gets their name/brand/logo exposed to their target consumer group.
In today's tough economy business owners need an effective message that will convert their target market into paying customers relatively quickly. The way to increase the probability of customer acquisition is to attract the customer, grab or occupy their attention and please them with your message so they will have the desire to do business with your company So, when it comes to delivering your company's important marketing message to consumers, do you want your market engaged with your message or simply exposed to it?
Engage: Verb
1. To occupy the attention or efforts of (a person or persons).
2. To attract and hold fast.
3. To attract or please.
Expose: Verb
1. To present to view; exhibit; display.
There is no question that if your message is consumed in a way that your customer is actively involved, engaged and paying attention to your message they will be more likely to do business with you than if they were just exposed to your message.
Can we agree that when customers are engaged with your message it is more powerful than if they were just exposed to it?
Now, when it comes to choosing a platform that will deliver your message in a way so customers will be engaged with it, what do you choose?
When evaluating marketing platforms, which forms of marketing truly engages customers with advertiser messages?
Online display? - No - passive, low click through rate. Exposed
Direct Mail? - No - perceived as "junk mail". Exposed
Facebook Ads? No - not interactive, low click rate. Exposed
Pandora/Internet Radio? No - It's an ipod with commercials - no emotional connection - Exposed
Shopping Carts? - We can see the ads, but we are looking for stuff to buy and put food on the table, certainly not engaged with the message - Exposed
AM / FM Traditional Radio? Yes and No. Formats that are background, easy listening, music driven vs. personality driven and several options for getting your favorite music or artist - I lean to Exposed vs. Engaged on this one.
Spoken word formats, Sports, News, Talk Radio. These formats engage the listener. They involve the listener as a participant in a conversation. People actively listen to gather information or call in to make a comment. Just like having a phone conversation with a friend or relative - you are actively listening, involved in conversation, consuming information.
Talk radio grabs the attention of the audience and when an advertising message is delivered either by the talk show host or the station announcer, the listener is in an environment where they are paying attention to what they are hearing, their attention is occupied - they are engaged with the station, they are engaged with your message.
Once again, I ask - When it comes to delivering your company's important marketing message, do you want your target market to be engaged with your message or exposed to it?
KGO and KSFO radio are two powerful stations with a loyal listener base that engages our listeners each and every day - your message will be heard, listened to and acted on when you deliver your message on these platforms. We have hundreds of clients experiencing great success. Your business can benefit from a custom marketing campaign that delivers results because our listeners will be engaged with your message.
Put our stations to work for you.
email: justin@radioadswork.com
Tuesday, August 16, 2011
Why Advertise?
Why does your company advertise? Can you afford not to?
If your company does not advertise, here are some reasons that may change your mind....
1) Advertising motivates people to shop and buy from YOU.
2) Advertising allows you to target your best prospective customers.
3) Advertising allows you generate an increase in market share.
4) Advertising allows you to position your company within the market.
5) Advertising allows you to expand your market reach.
6) Advertising allows you to establish a relationship with new customers.
7) Advertising allows you to break through the competitive clutter.
8) Advertising allows you to make a lasting impression.
Possibly your company is already advertising and is experiencing some of these points above.
Radio advertising is a great way to enhance your current marketing efforts and is a great way to reach a targeted demographic group in a powerful way. Find out how you can develop an impactful marketing campaign using radio - visit www.radioadswork.com
If your company does not advertise, here are some reasons that may change your mind....
1) Advertising motivates people to shop and buy from YOU.
2) Advertising allows you to target your best prospective customers.
3) Advertising allows you generate an increase in market share.
4) Advertising allows you to position your company within the market.
5) Advertising allows you to expand your market reach.
6) Advertising allows you to establish a relationship with new customers.
7) Advertising allows you to break through the competitive clutter.
8) Advertising allows you to make a lasting impression.
Possibly your company is already advertising and is experiencing some of these points above.
Radio advertising is a great way to enhance your current marketing efforts and is a great way to reach a targeted demographic group in a powerful way. Find out how you can develop an impactful marketing campaign using radio - visit www.radioadswork.com
Wednesday, June 15, 2011
Join The Fight Against Hunger
Hunger in the Bay Area, Did You Know?
- 1 in 5 adults in the Bay Area are at risk of hunger and 1 in 4 children are at risk.
- For every $1 received, food banks in the Bay Area can distribute $4 worth of food
- Demand for food assistance in the Bay Area has increased by 45%since 2008
- KGO Newstalk 810 is joining forces with Bay Area Food Banks to fight hunger in 2011.
- KGO Fights Hunger Day is Friday, September 16 and will consist of a live radio event dedicated to raising awareness and much needed funds for local food banks in all nine Bay Area counties.
Why KGO?
In keeping with our long-standing tradition of taking on causes that effect so many within our listening audience, we believe that in 2011, we couldn’t find a more timely, meaningful challenge than helping to fight Hunger. In terms of “Listen More, Know More”, those that tune in will gain a new understanding of the Hunger issues facing us all and what each of us may be able to do to help. In an age when broadcasters look at their bottom lines more closely than they do community service, KGO is committed to making a positive change in one of the critical issues of our time. On August 22, listeners will hear (and see on-line) our commitment to covering this complex story, lead by KGO’s award-winning Broadcast Journalist and Host, Gil Gross, through a series of captivating special reports and interviews. “KGO Fights Hunger Day” culminates on Friday, September 16. “KGO Fights Hunger Day” is a live radio event dedicated to raising awareness and much needed funds for local food banks in all nine Bay Area counties. Consistent with our “Cure-A-Thon” approach to generating individual and corporate donations, that day we’ll host a series of live interviews, special reports, and both on-air and online features will direct listeners to donate by calling a special phone bank or online. KGOradio.com, KGO’s Facebook page and other social media platforms will link to the food bank partners throughout the area.
How Can Your Company Get Involved In The Fight Against Hunger?
As we began to more closely investigate the enormity of Hunger in our region, we discovered valiant efforts on behalf of many interest groups, corporate philanthropic, as well as individuals. The more we examined this issue, the more it made sense for us to extend to you and your company an invitation for a true partnership with the ultimate objective to position your company as a leader in the fight against Hunger. Dependent on the level of client underwriting, assets we’re prepared to implement include on-air/online promotional mentions, sponsorships of live call-ins from select area food banks and Gil Gross live remote from a food bank in all day live fundraiser on 9/16, creating a strong association with your company, the fight against Hunger and KGO.
Radio is a powerful platform that allows advertisers to reach people on an emotional level. Your message associated with cause related efforts can make an even larger impact on current and future customers.
Find out how you can be part of the effort to raise awareness and money to help fight hunger in the Bay Area.
Friday, June 10, 2011
Advertising Headache
I can certainly understand how figuring out a marketing and advertising plan can be a huge headache for most companies - especially in today's current landscape.
Long gone are the simple choices of just TV, Newspaper and Radio. Now there are thousands of different ways to reach consumers. It is incredibly fragmented, so where the hell do you start?
The first plan of action should be to find a platform that will serve as a foundation for your message.
Here is a list to choose from:
Network TV
Cable (hundreds of channels)
Newspaper
Local weeklies
Radio (40+ stations to choose from in the SF market)
Shopping carts
Yellow Pages
Back of receipts
Coupon books
Direct Mail
Satellite Radio
Billboards
Taxi tops
Coffee Sleeves
Bathrooms
Local Events
Trade Shows
Google Ad Words
Facebook
Twitter
Mobile Apps
Text Campaigns
Radio Station Websites
TV Websites
Newspaper Websites
1,000 other websites
Pandora
You Tube
Movie Theaters
The list goes on and on and on.
This is enough to make a business owner or Marketing director go completely insane when trying to put together an action plan.
How do you sift through the clutter? More importantly, how do you set your company apart and connect with your potential customer?
Rule of thumb: people make buying decisions emotionally. If you can make an emotional impact on your prospective customer, you have a much better chance of that person responding to your message.
Traditional media does this best and has been doing it for years. Most of the messages we are bombarded with online and on our mobile devices are seen as intrusive and are often ignored. And there is no emotional connection being made between the targeted customer and the company.
Whether or not your company needs to been seen(or heard) by the masses - at the end of the day, you need to reach people on an emotional level in order for them to make that purchasing decision and do business with you.
Now here is my pitch for radio.....just so you know it's coming :-)
Radio reaches people every day, every hour of the day and in most cases, is a companion to people. Listeners are drawn to a specific format because they like the music, enjoy listening to a personality, want to be informed etc. People have favorite radio stations, favorite songs, favorite talk show hosts. Radio provides an emotional connection with consumers more than any other media platform on the planet. Radio stations allow businesses to reach specific demographics, male, female, old, young, wealthy, credit challenged, educated, etc.
Radio can serve as an excellent foundation for your message. Find the right station that will reach your target demographics - build your emotional connection with these consumers, then assess what other support might be necessary from the extensive list above.
Radio is powerful
Radio connects
Radio works
How will you use Radio to help grow your customer base?
Thanks for listening.
justin@radioadswork.com
Long gone are the simple choices of just TV, Newspaper and Radio. Now there are thousands of different ways to reach consumers. It is incredibly fragmented, so where the hell do you start?
The first plan of action should be to find a platform that will serve as a foundation for your message.
Here is a list to choose from:
Network TV
Cable (hundreds of channels)
Newspaper
Local weeklies
Radio (40+ stations to choose from in the SF market)
Shopping carts
Yellow Pages
Back of receipts
Coupon books
Direct Mail
Satellite Radio
Billboards
Taxi tops
Coffee Sleeves
Bathrooms
Local Events
Trade Shows
Google Ad Words
Mobile Apps
Text Campaigns
Radio Station Websites
TV Websites
Newspaper Websites
1,000 other websites
Pandora
You Tube
Movie Theaters
The list goes on and on and on.
This is enough to make a business owner or Marketing director go completely insane when trying to put together an action plan.
How do you sift through the clutter? More importantly, how do you set your company apart and connect with your potential customer?
Rule of thumb: people make buying decisions emotionally. If you can make an emotional impact on your prospective customer, you have a much better chance of that person responding to your message.
Traditional media does this best and has been doing it for years. Most of the messages we are bombarded with online and on our mobile devices are seen as intrusive and are often ignored. And there is no emotional connection being made between the targeted customer and the company.
Whether or not your company needs to been seen(or heard) by the masses - at the end of the day, you need to reach people on an emotional level in order for them to make that purchasing decision and do business with you.
Now here is my pitch for radio.....just so you know it's coming :-)
Radio reaches people every day, every hour of the day and in most cases, is a companion to people. Listeners are drawn to a specific format because they like the music, enjoy listening to a personality, want to be informed etc. People have favorite radio stations, favorite songs, favorite talk show hosts. Radio provides an emotional connection with consumers more than any other media platform on the planet. Radio stations allow businesses to reach specific demographics, male, female, old, young, wealthy, credit challenged, educated, etc.
Radio can serve as an excellent foundation for your message. Find the right station that will reach your target demographics - build your emotional connection with these consumers, then assess what other support might be necessary from the extensive list above.
Radio is powerful
Radio connects
Radio works
How will you use Radio to help grow your customer base?
Thanks for listening.
justin@radioadswork.com
Wednesday, June 8, 2011
Another Radio Success Story
Radio brings new customers to local Bay Area winery. Just a few weeks ago, KSFO launched a new, local food wine and travel show called Edible Escapes. The program airs from 11a-1p every Sunday.
After speaking to a local winery about the program, we learned that they had an open house BBQ and wine tasting event coming up in less than 2 weeks.
After a quick negotiation and a small investment by the winery, we put together a focused marketing campaign to help them promote the event and reach out to a new potential customer base on KSFO 560 AM. The first introduction to the audience was through a 15 minute interview on Edible Escapes where the winery was able to tell their story. This was followed up by several promotional messages throughout the week to promote ticket sales to the open house. In addition we ran a leader board display banner on the KSFO website.
This short campaign ran over a 6 day period.
The on air messages delivered over 188,000 impressions against adults 21+
The online display delivered over 28,000 impressions
The banner was clicked on 64 times - in a 5 day period
The event was a huge success with over 1,000 tickets sold.
Of course not all of the people were there as a cause of the radio and online exposure, however, the exposure the winery received far exceeded their expectations. Partnering with KSFO allowed them to reach a new audience and sell tickets to this new customer group.
What made this marketing venture a success?
1) Local, specialty programming with a targeted demographic
2) Long form advertising integrated into the fabric of the radio product - on air interview on relevant programming - much like product placement on TV
3) Reaching the right audience - KSFO caters to an upscale adult crowd with a high disposable income and active lifestyle.
4) Marketing professionals with the clients best interest at heart.
5) Proper on air message
6) Reaching the audience through many avenues - on air, interview and online display.
I have been in the radio business for over 15 years - mostly in sales. My ultimate goal is to work with local Bay Area businesses and help them increase their revenue through effective marketing campaigns. Sometimes the assets I have to sell are not always the right solution for my client or prospect. There have been times where I have told a prospect that my products may not be the right solution based on their budget or who they are trying to reach. On the other hand, if there is a fit between the demographics of the station and the clients budget can make an impact - I will find a way to build the best possible marketing campaign to deliver the best results.
Spoken word radio engages listeners, develops a bond with listeners and can help shape their purchasing decisions. You can effectively surround these consumers with a multi platform campaign that includes: radio, online audio, online display, social media and event marketing - all under one roof......
contact me at radioadswork.com to start building a marketing solution for your business.
justin@radioadswork.com
After speaking to a local winery about the program, we learned that they had an open house BBQ and wine tasting event coming up in less than 2 weeks.
After a quick negotiation and a small investment by the winery, we put together a focused marketing campaign to help them promote the event and reach out to a new potential customer base on KSFO 560 AM. The first introduction to the audience was through a 15 minute interview on Edible Escapes where the winery was able to tell their story. This was followed up by several promotional messages throughout the week to promote ticket sales to the open house. In addition we ran a leader board display banner on the KSFO website.
This short campaign ran over a 6 day period.
The on air messages delivered over 188,000 impressions against adults 21+
The online display delivered over 28,000 impressions
The banner was clicked on 64 times - in a 5 day period
The event was a huge success with over 1,000 tickets sold.
Of course not all of the people were there as a cause of the radio and online exposure, however, the exposure the winery received far exceeded their expectations. Partnering with KSFO allowed them to reach a new audience and sell tickets to this new customer group.
What made this marketing venture a success?
1) Local, specialty programming with a targeted demographic
2) Long form advertising integrated into the fabric of the radio product - on air interview on relevant programming - much like product placement on TV
3) Reaching the right audience - KSFO caters to an upscale adult crowd with a high disposable income and active lifestyle.
4) Marketing professionals with the clients best interest at heart.
5) Proper on air message
6) Reaching the audience through many avenues - on air, interview and online display.
I have been in the radio business for over 15 years - mostly in sales. My ultimate goal is to work with local Bay Area businesses and help them increase their revenue through effective marketing campaigns. Sometimes the assets I have to sell are not always the right solution for my client or prospect. There have been times where I have told a prospect that my products may not be the right solution based on their budget or who they are trying to reach. On the other hand, if there is a fit between the demographics of the station and the clients budget can make an impact - I will find a way to build the best possible marketing campaign to deliver the best results.
Spoken word radio engages listeners, develops a bond with listeners and can help shape their purchasing decisions. You can effectively surround these consumers with a multi platform campaign that includes: radio, online audio, online display, social media and event marketing - all under one roof......
contact me at radioadswork.com to start building a marketing solution for your business.
justin@radioadswork.com
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