We continue to hear the adage that radio must do a better job telling its story. And the most typical radio narrative is all about reach. In the U.S., that’s the 93% stat that is trotted out in sales presentations and by CEOs on stage at various industry conferences and panels.
Radiocentre (the equivalent of the RAB in the UK) has gone in the opposite direction. Instead of taking the macro approach, they’re going ultra-niche by targeting just one listener in order to tell radio’s story. And that single solitary target listener just happens to be an advertising heavy-hitter – a modern-day Don Draper type who has doubts and reservations about the medium’s continued viability. Millions of dollars (or in this case, pounds) are often riding on the whims and beliefs of a small group of influential marketing mavens. If they have a problem, with radio, it can cost stations, clusters, and companies small fortunes in lost revenue.
How many of these megawatt marketers are there in metros like New York, L.A., or Chicago, and what’s the best way to not just reach them – but to convince them that broadcast radio has continued efficacy even in an Internet world?
For Radiocentre, the strategy centered on creating clever radio spots targeted at stubborn marketers – one at a time. And they created personalized campaigns that include online, social, print, and even outdoor ads to support the full-scale radio effect.
An article in Marketing Week details this laser-focused idea, created by the agency Lucky Generals. It’s all about encouraging marketing icons to “see radio differently” by speaking directly to them. Co-founder Andy Nairn explains the rationale:
“There’s a general feeling that radio advertising isn’t quite as exciting as all the other (media) out there. (Marketers) tend to diminish the role that radio advertising can play. They tend to talk about it as a tactical, small-scale, promotional medium, rather than something much bigger that we think it can be – much more creative, much more fame-building, much more exciting.”
Here’s one of these tribute radio spots, dedicated to a cume of one – Unilever CMO Keith Weed:
https://www.youtube.com/watch?v=rtBzMugJ8rM
Not to be upstaged by this spot campaign, Unilever produced a response video, thanking Radiocentre for reminding him about “the power of radio.” And you have to believe that Keith Weed and other targeted advertising execs hear again and again from friends, co-workers, family members, and social acquaintances about these over the top radio spots. And that’s the point. They prove that radio works.
Radiocentre’s campaigns are the antithesis of the U.S. radio’s mass reach strategy, making the case that it may be better to reach one key person than millions of undifferentiated ones.
And these have to be a far more effective use of inventory than Smokey the Bear PSAs.
Our appreciation and thanks to Matt Deegan, the head guy at Folder Media and Fun Kids, the UK’s radio station for children for brining this Radiocentre effort to our attention.
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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Fred:
All good points. But, as long as American radio stations continue to bog down their “Production Directors” and “Creative staffs” by having, basically, few people to write, create and generate this type of content, and give a sales staff of 40 to 60 people one full time person and a person with, basically, an hour a day to do production, you cannot achieve this type of quality. The biggest problem in stations today has been the cutback of what I call “the creative”…we have cut back so far, there is no time to create…no time to think…only time to do. When will the bean counters in management learn that giving people the time to make the magic is a major assist in the quest to generate revenue? Too many salespeople and sales managers believe they are the ONLY ones that participate in the process of bringing in dollars. And I have had the displeasure to meet some of these people in online forums. It only reinforces to me the fact that the people running U.S. radio stations know little to nothing about how the process is supposed to work.
Kevin, there’s no question that at the local level, radio production has become a factory. Efficient perhaps, but the end product lacks creativity, innovativeness, and a strategic purpose – for all the reasons you cite. Looking at Radiocentre’s campaign, something analogous could only happen in the US on the national level, with few exceptions. We have a long way to go as an industry when it come to helping our advertisers effectively market their goods, services, and brands. Thanks for the comment.
What a great story. Thanks Fred
Thanks, Jack! (Why didn’t WE think of this?)
Great story Fred. Just yesterday I was ruminating on the “old days” of the “team”. I miss it so. I write as well..but the energy of the team is indescribable. I like to say i have done everything in show business except porn, but I played a porn star on TV (true). I’ve done film, TV, news, hosting, vo, anime..even GLOW..wrestling..NOTHING..compares to the radio experience..I miss is. As Keven pointed out. Deregulation happened and the big fish swooped in and decimated the industry..much like trolling the ocean. All the talent and I do mean talent became jobless or were offered such meager (insulting) wages that one couldn’t live on it let alone support a family. Shame on what happened. I still dream of the day when, as Steely Dan put it so eloquently the industry breaks apart and falls together again..am I just dreaming? Maybe. Maybe not.
“Any major dude with half a heart surely will tell you my friend
Any minor world that breaks apart falls together again
When the demon is at your door
In the morning it won’t be there no more
Any major dude will tell you”
Patty, thanks for checking in. No question that radio content has suffered in the post-consolidation years. But this former programmer has learned (the hard way, at times) that all the ratings in the world mean nothing if sales can’t convert it into revenue. If we can re-establish radio’s true value to marketers and advertisers, then maybe we see a reversal of fortune – a greater investment in the product. A lot of “ifs” there, but that’s why we continue to point to new, different, and novel ways to connect with the advertising community. Appreciate the comment.