How do you market a great brand in 2008? You could use statistics or positioning statements. But if you want to create true resonance, you tell a story.
Ask marketers like Seth Godin or Tom Asacker. They’ll tell you that a great story will trump data every time.
The Buffalo Bills are doing that right now with their "My Bills. My story." campaign that lives on their website, and also doubles as a media campaign. Our old friend, Vh1 Executive VP & General Manager Tom Calderone, is the focus of one of these stories. They sell season tickets and the Bills experience better than action shots of the team or special rebates.
Ben McConnell calls this "peopletizing" – using your audience to tell your story. Great stations have great fans that can tell great stories. Tell ’em.
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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- Great Radio – In The Niche Of Time? - November 20, 2024
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