Where were you on March 4-5?
If you weren’t at the “Borrell Local Online Advertising Conference,” I’m afraid to tell you that you missed a good one. Maybe a great one. Steve Goldstein summarized some of the sessions in a well-read post here last week.
So I’m an unabashed fan. I’ve read the books. I gave away copies of Purple Cow to client after client. Hell, we bought a copy of The Big Moo for every Summit attendee one year. I quote him all the time in this blog. And our mobile app development company, jacAPPS, even won the audition to build Seth’s iPhone and Android mobile apps.
So when Gordon Borrell came to me and asked me to watch Godin’s video presentation, review it, and offer it to anyone who wants to buy it (yes, we’re partnered with Borrell on this), I jumped at the chance.
I honestly believe that everyone in radio should see it, whether you purchase it, bootleg it, or stand over someone’s shoulder and watch it. It’s that important.
In the session, Godin makes several memorable points that at times stops the room, forcing attendees to check their assumptions. He tracks the death of the music industry – a “perfect” business that was first disrupted and then turned upside down. As he notes, seven years ago it become possible for “every record ever recorded (to be) available for free to anyone with a smartphone whenever and wherever they want.”
And he promises that the same fate will most certainly befall newspapers and even radio. In the digital media revolution, we can no longer polish the furniture. Our once scalable, perfect business model is being destroyed by this same disruption.
But there’s hope.
Rather than fight this inevitable path, Godin instead poses this central question:
“Are we going to think deeply about the fact that you have resources and assets and smart people and momentum and this is a chance of a lifetime?”
That’s been our philosophy at Jacobs Media, and it goes to the heart of Seth’s talk. There is a way. But it requires the freedom to innovate, the courage to not buckle under to your fear of failure, and the vision to connect your tribe and provide leadership.
As Steve Goldstein pointed out in his blog post last week, Seth defines “the new local” as not being about where you live but instead, people connected by a language, a culture, or a goal. Many years ago, one of our Summit speakers was a guy named Matt Ragas who wrote a book called Cult Branding. His speech talked about successful companies like Harley-Davidson. And those brands exude the values and connection points that Seth talks about. The difference today is that the Internet makes it easy for them to find each other.
Seth also talks about a word that is seldom heard these days in radio circles – art.
At a time when terms like ROI, “economy of scale,” and “best practices” have become all too common, he reminds us that art “is doing something worth noting; doing something worth talking about.” Radio used to focus more on the artisans, the craftsman, the creators who made new formats, who innovated incredible promotions, and even worked tirelessly to write and produce commercials that connected with listeners. Some of that spirit would strengthen a medium that is in need of innovation.
Godin’s speech will leave you with this sense that radio needs to act, to be proactive, to stop waiting to see what will happen. He speaks about the importance of being on the edge, to do things that are still in beta, to fail repeatedly until we figure it out.
It’s inspiring, and I have already watched it three times.
You can purchase it here, and as I pointed out earlier, yes, I get a cut. From the CEOs to the traffic managers to the weekend jocks, I believe you’ll find it to be exciting, hopeful, and inspiring.
Use the promo code “Jacobs”
And let Gordon and me know what you think.
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.
- Radio + Thanksgiving = Gratitude - November 27, 2024
- Is It Quittin’ Time For SiriusXM? - November 26, 2024
- Radio, It Oughta Be A Crime - November 25, 2024
$175??? A bit rich for my blood and the discount code didn’t lower it any 🙁
Find a wealthy broadcaster who will share it with you. 🙂
Seriously, Bob, Seth doesn’t come cheap, but the lessons are of high value IMO. I wouldn’t have partnered with Borrell if I didn’t think it was great.
I have devoured Godin through the years. I’m still amazed at how few radio PDs & VPs read Seth, let alone execute on his ideas.
But, nearly all of them can quote chapter & verse from the 1970’s marketing ideas of Reis & Trout! It’s hard to have modern conversations about branding with people whose Marketing worldview is neatly summarized in a book from the 3 channel universe of the 70’s.
Unfortunately, at that price, the people that most need to hear that Seth talk probably won’t. But here’s the good news: Seth has recently covered much of the same material in many podcasts which you can obtain for FREE on itunes.
I suggest the On Being podcast
https://www.onbeing.org/program/seth-godin-on-the-art-of-noticing-and-then-creating/5000
and Bullseye
https://www.maximumfun.org/bullseye/bullseye-jesse-thorn-aimee-mann-seth-godin-jordan-morris
I suggest these because both the hosts are skeptical (in a Public Radio kind of way) about marketing (as are listeners, customers etc..) You can go further down the Seth on podcasts rabbit hole from there.
You hear Seth explain how we’re not talking about commercials and come ons. It’s about building the Remarkable INTO our product – rather than putting all our creative effort into propping up average stuff with promos and hype. Remarkable stuff doesn’t need fake hype.
I also feel strongly that these changes will NOT come to radio from the top down. They will have to come from the bottom up.
If VPs and Regional Execs and PD’s and Consultants are still playing from the 1970’s Positioning playbook it’s up to the rank & file to push back. Even if only by bringing awareness to each time we habitually take a mediocre idea and spend all our energy on hype to make it “special” – and offer alternatives based on making it (whatever it is) actually remarkable.
The main challenge for most broadcasters in “Going Godin” is that Seth doesn’t offer a map. He can’t show you step by step how to be Remarkable and then have you go copy that. If you’re searching for that, what you get won’t really be remarkable – it will be a copy, a dupe, a commodity.
As he says – he only offers a compass to point you to true north. The path, our path, is entirely up to us to craft for ourselves.
Radio people need to think more like Seth.
Couldn’t agree more, Jeff. I heard that On Being show in real time and Krista did a great job bringing out sides of Seth that you don’t always hear at conferences. I think that his way of thinking has left traditional marketing consultants in the dust, and I love the range of emotions that you feel as you watch his speech.
This is a challenge. It’s also an opportunity. But it requires an open mind to hear the message. As we move from an environment where scarcity worked for us, to one of abundance where it can work against us if we let it, it’s time to rethink EVERYTHING.
Thanks for setting the table and contributing to the conversation.
You’d think a bunch of media guys could have sold some commercial sponsorships into the video and made it available for free…
Free?
Actually, that’s an interesting question, Don, and I don’t know what parameters (if any) Borrell had. I know that Seth has an understandably hefty fee, and that those who registered for the Borrell event spend considerably on registration, transportation, and lodging. So there are a lot of moving parts.
Thanks for the comment.
Man am I surprised that people see $175 as a cost-prohibitive price for something like this. Perhaps because INDIVIDUALS are looking at the cost ($175 is a lot to me personally) instead of BUSINESSES. So here’s the reason it costs $175: The contract with Seth prohibits us from giving free access to the video. Makes sense. It would be like buying one of his books and posting it for everyone to read for free. I’d LOVE (and really wanted) to give free access to this video to anyone in the radio industry. I feel that strongly about it. I also feel strongly about this: If your station can’t afford $175 to invest in something that is not only highly recommended by respectable people in the industry, but also has the potential to change your station for the better, you should find another job.
Gordon, thanks for the perspective from someone who has consistently goaded, prodded, and reasoned with the industry to be proactive, make the turn, and commit to looking at their businesses through a different lens.
As you indicate, Seth’s words are powerful. There’s a lot to be learned. I continue to go back to his presentation because his observations are so rich. Your efforts are appreciated, and thanks again, for giving the industry a great primer in how to reimagine its place in the media hierarchy. The possibilities are exciting.