We have talked about this a lot in this blog – the concept of ceding some control of your outside marketing to your listeners. We have seen this work for stations in a variety of different ways. Listener-generated activities not only are the source for great creative ads, but they also whip up buzz. Given the rapid slashing of promotion and marketing budgets, letting our audience do some of the heavy lifting is simply good business.
This was reiterated at a recent advertising conference, where panelists took note of the millions of bloggers, and how they are generating content. Daniel Rosensweig, COO of Yahoo!, noted (subscription required) that online communities have become incredibly desirable because "today, everybody wants to be there because these are the environments personally created by individuals."
The next time you’re sitting in a creative meeting, ruminating over what your next billboard will say, think about jobbing that task out to the audience. They’ll probably come up with something just as good, if not better, than "inside radio" thinking, and it’ll generate buzz when it hits the street.
Whether it’s a TV campaign, a "retail radio" program, or anything that requires innovation and fresh thinking, involving thousands of the "creative directors" that are hanging out in your cume makes a world of sense. It’s very Neo, it’s very smart, and it will pay off.
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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