One of the reasons radio fails to recollect in “post buy surveys” is the ubiquity of what we do. The other is in running 11 units at a time and being amazed that listeners aren’t listening, and clients aren’t getting results. Of course, we could add to that problem the disastrous copy writing and poor production that goes into many of the commercials, and we get where we are.
Here’s an idea that would take time, but might help. Put the spots online. I don’t mean in the streams…I mean put the audio of every single advertiser on line in a searchable database. Listeners don’t know the client sometimes…but they’ll remember they heard a car spot…or a weight loss commercial, or get out of debt spot. Why aren’t these online? Why do we make it so damn hard for listeners to get what they want?
Go further. Transcribe and post the copy too. Tag the spots so they can be searched at ease by a listener…like you would I tunes. Heck, use an I-tunes like interface to help listeners find the copy. We are already putting our copy into computers now…what’s one more step.
Any of that work would go further in helping our audiences and our advertisers. We look to maintain a difference…a way to build value. Here’s one.
Of course some NTR person will think…oh look something else I can charge for? Or a seller…look something else I can giveaway.
See anything about the listener in either of these statements.
One final thought on social media and radio. If we actually had earned trust from our listeners…if they actually thought what we did had value…wouldn’t it be easier to go on Twitter say, and tell people about a great deal that might interest them. You only earn the right to market to them after you’ve earned their trust and conviction. We used to have a program in place for our morning show endorsements. It was a Make Right policy. If a listener called to complain about anything that happened at an endorsed business, the business must make the listener happy. No ifs, ands, or buts. If they didn’t, we didn’t endorse them.
Sell that idea to a seller today. Credibility. What BS!