12-9-11
by Bob McKay
What is the point of the Coleman Insights/Arbitron Study regarding commercial cluster breaks? For the radio industry to commission this study, would be analogous to GM commissioning a study, on the safety of GM cars. The term "self-serving" aptly fits this study. There are obviously two "worlds" in radio advertising... those advertisers who buy, usually through ad agencies, rating points; and those retail advertisers who look for direct sales results, that they can attribute to radio advertising.
The nice thing for radio stations, is that with "rating point buys" there seldom is any trackable accountability to sales results at the advertiser. And many if not most of these rating-point buys, involve multiple-location chains, where "sourcing" of the advertising has been even tougher to track. But Radio beware!... Even large multi-location advertisers are demanding more accountability from their advertising, and the internet and web options, are making this more possible than ever.
Secondly, there are many many advertisers, and agencies, that find cluster breaks to be unappealing. Their PERCEPTION is, that listeners TUNE TO OTHER STATIONS during cluster breaks. Their PERCEPTION is - and often this is by way of experiencing failed radio campaigns - that their advertising message is
ineffective in cluster breaks. So now this self-serving radio study comes out!... Does anyone seriously think that a "study" will change perceptions?! This "study" could actually do damage, because you are implying to a potential client that their PERCEPTION is wrong!... That approach certainly is not going to build rapport with your customer.
Rather, the radio industry should talk about real current case histories, of successful advertising campaigns. THAT is what advertisers want to hear!!! - That is..."tell me other clients - preferably in my industry, that are successfully using your station(s)." Overall, the radio industry needs to get over itself. This is not the "glory days" of the past, where radio advertising largely sold itself if you met the cost-per-points, and where retailers lined up to buy time.
Now, there are numerous OTHER OPTIONS, for both listeners and advertisers. And to put "studies" out there, is not the answer! They come off defensive, at best. ... Another example, is when the radio industry attacks the merits of cable TV advertising. ... So you're going out, and questioning an advertiser who made a decision to advertise on cable TV? ... Basically, you're telling them that they are wrong about a decision that THEY made!! - "Selling 101" is to NOT CRITICIZE YOUR COMPETITION! You look unprofessional at best. ... Rather, s-e-l-l YOUR product!!
Radio is part of a fast-moving, dynamically changing business and advertising world. ...And from the top down, the radio industry needs to grow up, and ADAPT. - -Case studies...micro-managing your salespeople (as in making them "report" to the station every morning and afternoon? IN THIS DAY AND AGE, with cell phones and the like-- WHY??!! Because you don't trust them?!!...and clinging to the old ways... are roads to failure.
Embrace the new. Empower your sales people. And if you are a manager and you do NOT own even own a SmartPhone by now... please STEP ASIDE!!- Because you clearly don't get it!
Bob McKay can be reached via e-mail at bmackay01@gmail.com
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