Since Jacobs Media launched the NeoRadio model three years ago, the concept of integrating the listener (or customer) into helping shape the brand has grown in acceptance and importance. This was underscored by the fact that some of the nation’s biggest marketing managers just wrapped up one of their big conferences with a very different view of their industry.
Acknowledging the growing number of choices that consumers now can control, Proctor & Gamble Chairman/CEO A. G. Lafley referred to his customers as "the boss," while Cammie Dunaway, Chief Marketing Officer of Yahoo!, called them "kings that need to be marketed to."
But the best iteration on how marketing has changed, and will continue to morph, came from Dunaway who suggested that industry "flip the funnel" – placing consumers in charge of brands, thus reversing a century of mass marketing paradigms.
Too radical a view? Perhaps, but even more tempered comments suggested the growing importance of the consumer. Sony Electronics’ CMO Michael Fasulo underscored the importance of having a "conversation" with customers.
Our clients, that have been using these tools for the past few years, more than understand the impact of placing greater value on the listener. And the more they give the audience a seat at the table, the warmer, and more enthusiastic the result. "Flipping the funnel" is difficult, because radio people have been used to broadcasting to that large mass of listeners, but giving them a chance to talk back to us can be rewarding. They bring radio much-needed content, and perhaps even talent. See www.kcradiogod.com to see how KYYS in Kansas City is recruiting the next member of their morning show.
And for a change, many radio stations were doing this long before P&G and Sony figured it out. If you haven’t done so, start flipping.
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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The then CEO of Home Depot turned the management chart upside down in the very early 90s, showing managers they work for the customers, not him.
That inspiration has been in play since then at a number of stations…with which I’ve worked…and do today…