I was fortunate enough to be invited to Saga Communications’ group meetings last month. Steve Goldstein put together another great program, featuring a host of stimulating sessions and panels. This year, Gerry Tabio worked his magic, reminding everyone how to brainstorm marketing solutions.
Gerry’s premise is that for the most part, our first blush reaction to solving problems is typically the most mundane, knee-jerk reaction. Everyone’s in a hurry, so we typically jump to the tried-and-true answer. I’m as guilty as anyone else.
But of course, that first response isn’t always the best course of action. In fact, it leads to mundane, been-there-done-that promotions that bore listeners to tears.
Gerry reminded me of a project that Jacobs Media took on a couple years back. We were asked to consult on a concert tour, and the promoter sent us a stack of promotional proposals.
Guess what? They were all the same. If it wasn’t a "9th caller every time we play a song from the band," it was yet another "5-4-3-2-1" contest. No wonder promoters, advertisers, and yes, listeners yawn when stations present promotions.
We have long advocated convening "Buzz Council " meetings at stations – groups of creative players (from all departments) who can spend 20 minutes brainstorming solutions to a focused, clear challenge or problem. No question about it – we have way too many promotional requests, and not enough time in the day to deal with them all effectively. But when something big or appetizing comes along, radio needs to use its creative energy more effectively than proposing another "touchtone" solution.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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