These days, there are repeated stories of ad agency execs eschewing radio for the “bright, shiny object” that is digital media. Depending on who you talk to, some advertising veterans question radio’s efficacy in a world where ROI and direct results are major parts of the conversation.
So we thought you’d enjoy hearing from Jamie Michelson, President and CEO of family-owned SMZ, a third-generation full-service advertising agency located in Troy, MI. Jamie leads the agency on its mission to create likable ideas for inspiring clients.
SMZ’s stable includes the Michigan Lottery, Detroit Tigers, SVS Vision, Taubman Centers, the Detroit Red Wings, Community Choice Credit Union, Grand Hotel, Detroit Metro Convention & Visitors Bureau – all vital Michigan businesses, organizations, and brands.
And Jamie isn’t just talking the talk. Most SMZ’s ad campaigns include radio. We’ve interspersed their radio creative throughout this post which also helps to explain Jamie’s relationship to and appreciation of the medium.
We would hope that more local agencies would be singing the praises of radio out of Jamie’s hymnal. Maybe this is the start of an “attitude adjustment,” courtesy of a guy who’s been a radio fan all his life.
Here’s Jamie’s “Guest List” for JacoBLOG:
When I was a kid my mom bought a pile of colorful Radio Shack radios to bring as birthday party gifts. So, I’ve been connected to this gift called radio for 40+ years. Radio rocks. Radio reinvents. Radio reminds. Radio remembers.
Shiny opportunities consume a lot of time and energy in the world of advertising. Some of the traditional advertising methods may fall by the wayside. Not radio. Here are five reasons why our agency still plans, recommends, and buys radio!
1. You listen to radio.
This may seem like an obvious statement. Of course we listen to radio. But the power of listening should not be ignored. At our company, listening is an integral part of our process. Listen. Think. Do. is our mantra.
Listening allows for a deep understanding. We regularly skim articles and skip videos, but when we listen we are truly engaged with a message. Radio allows us to listen to messages put out by brands in a natural, lightly intrusive way.
2. Radio is your carpool companion.
What is radio? Is radio talk, news, podcasts, music, entertainment, or sports? Radio has always been a multi-faceted platform that provides an array of entertainment options for consumers. Sometimes it’s hard to peg exactly what radio is.
When I think of radio, I think of my morning commute. I have a few favorite morning shows – they’ve become my carpool companions. (Like a lot of people, I’m driving solo most of the time.) Morning radio shows garner a loyal following through this carpool companionship and that’s an excellent benefit for advertisers.
3. Radio lets you have your finger on the button.
Listeners flip through their preset stations with ease. They have their fingers on the button all the time, and that drives us to create the highest quality radio ads we can. This lets us have our fingers on the button by keeping consumers engaged and interested in our content. This relationship is what keeps the art of compelling radio advertising alive and well to this day.
4. We’re always predicting death.
The death of TV. The death of print. Sure, we’ve been predicting the death of radio for years now. As new technology continues to emerge, the death of radio seems to be a topic of conversation. Are we witnessing the death of radio? I’d argue not in my lifetime.
5. Radio is MOSO. Or is it SOMO?
Bob Pittman, Chairman and CEO of iHeartMedia, said it best when he reminds us that radio connects to the consumer because it was the first mobile and social media platform. We’re all looking for the “next” up-and-coming social media platform to advertise on as we try to stay current. We’re bandwagon-hopping to platforms that may or may not last. So while we promote our posts, tweets, snaps and vines, let’s not forget our first social media platform: radio.
Thanks to jācapps for letting me be a blogger broadcaster. Comments are welcome. (See #1 about listening.)
More Guest Lists
- Alan Mason: 5 Things About Christian Radio That Would Surprise Commercial Broadcasters
- Professor Dave Whitt: 5 Reasons Why It’s Important to Teach Popular Music History
- 5 Ways On-Air Personalities Can Extend Their Brands Beyond Radio
- David Oxenford: 5 Things Broadcasters Should Know About Music Royalties
- Alan Cross: 5 Music Facts That Will Stun You
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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Every radio station has enough listeners to deliver results for advertisers. It’s really never been about that. It’s always been about the message.
The right message, will always reach the right people.
I really saw this when it came to advertising for job openings on radio stations I ran. It was not uncommon for the person who applied to say they never heard the ad airing for the position. So how did they know about the opening? A friend told them about hearing the ad.
Radio is word of mouth advertising with the BIG MOUTH.
Dick, thanks for the welcome addition to Jamie’s post. Always great to have a “6th reason!” Appreciate you chiming in.
Spot on! A well written, produced radio ad will perform well on a radio station that is not in the top five compared to a badly written ad ran on the number one station in town. I hear a lot of really bad, poorly written radio ads not just from local radio stations but also advertising agencies. And they ask why isn’t it working?
Bill, that’s a common occurrence, and your comment in on the money. The creative matters, something I’m sure Jamie Michelson would agree on. Thanks for the comment.
One of my biggest concerns about the business today is the total lack of desire on the part of radio companies to put a little money into their “creative”. I see overworked Production Directors and overworked Production people dealing with sales people who seem to think their job is to just “do what the client/agency wants”, even if it makes no sense at all. Radio…the business, that is…is healthy by the standards we’ve all come to accept. But, the undermining of it is what worries me.
Production, imaging, and commercials are part of the “content.” It is counter-intuitive to think about how much effort, research, and sweat broadcaster put into music testing, clock strategies, and other measures designed to maximize the ratings, but 12 minutes an hour often go ignored. Commercials, in particular, may never be appealing, but they don’t have to be turn-offs either. Thanks, Kevin.