It’s one of the oldest marketing ploys in the book – and that’s why it always works. Lets your listeners tell your story. Who do listeners believe – claims by a disembodied announcer or real people singing your praises?
Ben McConnell of “Evangelism Marketing” fame has been a long-time proponent of “peopletizing.” And of course, that’s the major plank of NeoRadio – dealing listeners into your station. On-air testimonials – on both TV and your own station – can be so much more effective than Mr. Big Voice. And you can use your web site to illustrate this as well.
The Bone in San Francisco, among others, has devoted a strip on the right side of their web pages that includes a listener picture, a quote, and of course, their local town of residence. It humanizes the site and is an ongoing reminder that a local station can provide better connections to its audience than iPods, XM, video games, or a streaming Internet station from Dublin.
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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