I have run across a number of articles and blogs that spell out lessons learned from the election last week. It’s interesting that in spite of all the media, the hype, and the analyses, we have to wait for the results in order to truly understand what it was all about.
But that’s often the case, whether you’re talking elections, sporting events, or ratings books. Once the numbers are in, the analysis and hindsight observations begin.
It may be difficult to take on this topic without angering passionate people on either side of the aisle, so with apologies already cued up, here is a baker’s dozen of lessons for radio based on the 2012 Presidential race:
- It’s the demographics, stupid. As the Republicans somehow overlooked, the composition of America has changed. Hispanics, African-Americans, and Millennials are big – and getting bigger. Oh, and women also represent a sizable group, right? Trying to win a big audience when you’re talking to an increasingly shrinking population doesn’t work in politics. Or radio.
- Research works so don’t create your own facts. If it’s conducted properly, the sampling is good, and you ask the right questions, you can take the information to the bank. If you trust your researchers, believe in your data. But whatever you do, don’t twist and turn it to rationalize your strategy.
- You need a social media plan. Nowhere is this more true than in the political arena, and it certainly applies to strong radio brands, too. Social media in the hands of amateurs won’t work and can actually damage the brand.
- Tell the truth. As someone said over the weekend, all politicians lie. Some simply do it more effectively than others. But there’s a point where stretching the truth simply comes back to bite you in the ass. That may have been the case in the Presidential campaign, and radio brands that continue to make false claims usually don’t fare any better.
- When the opportunity presents itself, take the lead. Too often, brands stand pat, even when conditions warrant a reaction. Smart, bold moves matter, even for stations that are ahead. As Obama and Governor Christie acted boldly during the aftermath of Hurricane Sandy, radio brands need to seize opportunities, too – even if “it’s not in the budget.”
- Practice and prepare. It’s obvious that President Obama either didn’t do his homework or just didn’t take the first debate seriously. There’s no substitute for prep and being buttoned up. That debate almost tanked his campaign, and in radio, poor preparation has its costs, too.
- If you go mobile, better test your app. The Romney people had the right idea – mobile apps. But a spelling error (“Amercia”) and a major malfunction in their Project ORCA poll monitoring system app set the campaign back. Mobile isn’t simple to master and requires more than a good idea. Apps need rigorous testing before taking them live.
- No lead is impenetrable. We’ve all been there before, in diaries and PPM. As President Obama learned after the first debate, and Governor Romney saw after the third one, you can’t just sit on your laurels and expect to just run the clock. It’s hard to get into the lead, and even harder to stay there.
- Control your staff and your messaging. Too often, you see politicians doomed by comments made by staffers or other people in the party who don’t know when to stop. Similarly, radio brands need to be sure that their “messengers” are on the same page, too. This means a consistent message on the air, the party line on the phones and in person, and those who have admin responsibility staying consistent on social media platforms.
- Hire young – they see things you don’t. If you have been blessed with having children over the past decade or more, then you know the perspective they can bring to your thinking. Never has there been a time when young people are more visionary about the way of the world, whether it’s technology, pop culture, or societal mores.
- Money isn’t everything. Some pundits believe the $2 billion spent on TV ads during the election was a waste of money. Whether you adhere to that theory or not, there’s no question that whoever ran the most television spots did not have a lock on the results. A strong message, a great brand that’s in touch with the audience, telling the truth, and living up to the hype matter just as much, if not more.
- You can’t win this war with the rules from the previous one. Things change, people change, technology changes. The same tactics, the same research, and the same bag of tricks won’t get it done. Brand strategies have to evolve because past is no longer prologue.
- Listen to the people and take them seriously. In politics, it’s easy to put too much emphasis on advertising. Romney and Obama were at their best when they were at spaghetti dinners, town hall meetings, and at rallies. Being cooped up at campaign headquarters removes candidates from really hearing what constituents are saying. Focus groups, station events, and other appearances that connect brands to fans are invaluable.
What were your favorite lessons from the campaign, and what did you learn from the successes and failures of Obama and Romney that you can apply to your situation?
Let’s use the experience from this campaign to improve our own businesses – and our medium.
I would love to hear your comments, but please keep them apolitical. Otherwise, I’ll have to delete them.
President & Founder at Jacobs Media
Fred Jacobs founded Jacobs Media in 1983, and quickly became known for the creation of the Classic Rock radio format.
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.
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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For me the big takeaway was how much personal appearances still matter. Both campaigns spent ungodly amounts of money on polling, advertising, organizing, etc. yet they made non stop appearances often hitting several states in a day. Scripted? Yes. Available on the Internet? Yes. Still important? A big yes. Research obviously show that those appearances are critical – or they wouldn’t spend almost all of their time doing them.
Radio’s lesson IMO is that if you track/syndicate shift(s) you and your advertisers lose an important means of connecting with your audience. Being able to see and interact with your personalities can’t be replaced by social media and online video. They’re both necessary but not sufficient.
Hey – tracking will continue and probably increase. But when pols with almost unlimited funds and resources spend so much time making appearances, a medium that thrives on connection – radio –
should take notice.
Great point, Bob. Larry Rosin taught me many years ago that the old axiom – the biggest inflluencer in elections once you get beyond party affiliation is whether you’ve met the candidate – holds up in politics and in radio. There is no substitute for eye-to-eye contact, something that becomes especially important as radio works on positively differentiating its brands from pure-plays. Thanks for taking the time to comment.
Think like a Politico, yet, unfortunately for radio, election returns are more accurate and representative of public opinion, sentiment and trends than the numbers Arbitron sells. Thank goodness we don’t elect our government officials via PPM.
What? You can’t imagine the electorate carrying around meters that measure their moment-by-moment shifts in opinion? Thanks, Tom.
Great post. I agree with Bob. You have to get out and press the flesh. Social media and being social are two different things. Running a radio station is like running for office. I voted for someone last week because I met them at a Coney. And they said hi. That simple. I liked him, and he knew me. Don’t rub the fur off the teddy bear trying to figure this out. Just get off your ass and shake some hands.
Jim, excellent observation as always, and your instincts are very solid. Thanks for the comment & for reading our blog.