Mark Twain once wrote, “The rumors of my demise are greatly exaggerated.” Somedays, I feel the same way about the broadcasting business. Everywhere I go, I am answering questions about whether or not our business is in a good position. I have to tell you, it’s a great time to be part of our Lafayette radio stations. We have just come off a tremendous community involvement event, Feed The Need Day where we doubled our food collection efforts and output for Food Finders Food Bank, thanks to the impact of our radio stations and the generosity of the Greater Lafayette Community.
But, again, yesterday, I had the same conversation about the health and viability of radio as a medium, since all the money is migrating on-line. I will admit that there are more choices and outlets for people to deliver consumer messages today than there were when I started working at my first radio station. However, big companies like Proctor and Gamble went down that path, investing large blocks of money in on-line and social media and they find themselves coming back to radio as a medium, because they realize in order to create raving fans of their brands and products, the must first establish awareness, identity and preference.
Marketers who ignore the top of the sales funnel tools like brand awareness and product preference, will quickly and expensively find that consumers are not magically beating a path to their door. Failure to establish territory in the mind of the consumer, is a pathway to bankruptcy. Likewise, just showing up to speak to the consumer when you have a need (read: sale) is another disingenuous approach to marketing that causes many business to say. “I tried it once and it didn’t work.”
Marketing done correctly, is a long term, consistent proposition, with the eye on the big prize of long term business health. Not a short term tactic of reaction to slumping sales, designed as a quick infusion of revenue to the business. With free, over the air, broadcast radio, you have the ability to simultaneously establish brand awareness and consumer preference, then build upon that with event based marketing tactics. The two do not have to be mutually exclusive.
However, in order to get these items to work in concert, one must shift mentality from “how much does it cost?” to “What will it take to be successful?” Perhaps the biggest challenge our business faces is educating our customers about A) What Success looks like? and B) What it takes to make that success happen? I can guarantee you there are more people listening to the radio to today than there were 30 years ago. Quite simply, there are more people, and consumption levels remain high. And yes, we can deliver messages to our fan base that can move the needle for our Lafayette business customers.
Not sure how to get started or what to do first? – call us – call me directly – 765-637-2143 – we can have a conversation about the health of your business and how we can provide your tools to drive awareness, identity and preference. Radio is a tool that every marketer needs to have at their disposal. Are you ready to put it to work for your business?
Neuhoff Media Lafayette
Certified Radio Marketing Expert