11-24-2014
Every medium, from newspapers to TV, from radio to direct mail and the Internet, began as ?new media.? And the magic formula to advertising success in each new media has never changed.
Every new medium initially succeeds during the honeymoon period of new technology, solely based upon the magic of the technology itself. With the invention of the printing press, business owners were dazzled by technology that allowed them to reach larger audiences more efficiently than their previous marketing method, the door-to-door salesman.
It wasn?t long after Marconi invented radio that advertisers flocked to the technology that allowed their sales pitch to be mysteriously transmitted ?over the air? into the homes of their prospects and customers. In the beginning, there were no ratings, no ?accountability.? There was simply the magic of the message coming over the air.
Then of course there was TV, where local business owners would rush home to catch the magic of being able to see their business on ?the tube? during the six o-clock news.
The newest technology, the Internet, is currently enjoying that same magical honeymoon appeal. Compared to old print ads, the Internet and social media can reach more people at a much lower cost. And advertisers are as dazzled and confused about this new medium as they were about the new media that came before them.
As the myriad of media choices increases, advertisers have always asked the wrong questions. Questions like ?Which medium works best?? or ?How do I measure which medium gives me the best return??
The magic of new media technology is already wearing thin as new media salespeople are starting to hear, ?I tried digital, it didn?t work.? Sound familiar? You know that when advertisers said ?I tried radio, it didn?t work? that the problem wasn?t the medium, it was in the reach, frequency, or creative.
Professional radio account executives have learned not to rely upon the magic of technology, and they know how to create campaigns that work?.in any medium. Our success formula, is Reach X Repetition X Relevance of the Message?.the last R, of course, being the greatest multiplier of effectiveness.
Radio account executives who can help their advertisers focus on results instead of algorithms, key words, clicks, likes and followers, are performing a huge and valuable service to SMBs (small- and medium-sized businesses).
Ad agencies charge national advertisers huge fees to uncover and develop their USPs,(unique selling propositions) slogans, strategies, and creative. Radio account executives who deliver that same expertise and consulting for SMBs can insure that radio plays a significant role in local advertisers? campaigns and build sustainable advertiser relationships.
Your SMBs cannot afford to invest time and money in every available medium today, and will eventually rely on the media account executive who focuses on results.
Since the dawn of advertising, over time, advertisers came to realize it?s not about the media, it?s about the message. And you have expertise that the techies have not yet developed?the ability to create campaigns that work.
Wayne Ens is President of ENS Media Inc and can be reached via e-mail Wayne Ens wayne@wensmedia.com
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