Paul Jacobs shares an example of when "making the sale" isn’t necessarily a good thing:
The good news: Saturn has placed a radio buy
The bad news: Listen to the spot
Saturn Radio Spot
MP3 File
MP3 File
What does this say about our reputation when an advertiser places creative on stations, and then questions/mocks the medium’s effectiveness?
And what does it say about our willingness to be kicked in the teeth as long as someone pays for the privilege? Enough already.
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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Every time I think I’ve seen it “all”, I see something like this. Unbelievable!
Not only is it a HUGE kick in the “groceries” for our business, but tell me where any of this copy actually helps sell the damn car!?
Fred-
Try going to Saturn.com and having a live chat with one of the “chat operators” I wonder what they’ll say???
So, “you can’t really get to know anyone on the radio”? What agency loafer overbilled some hours to get THIS piece of “creative” cranked out? Unless I’ve missed something in the last 20+ years in major markets, knowing someone is EXACTLY the strength of this medium. It’s why live-and-local will always survive and thrive. Any broadcaster or advertiser who thinks listeners choose radio over iPods, the Internet and satellite only for the music is befuddled.
It’s that voice on the radio and what it stands for and the passion it exhibits that keeps this a viable medium. I only pray listeners will get how much THEY, as well as the radio business, are insulted by this nonesense.
Paul and Fred
Thanks for sharing.
Writing effective radio creative is really hard work just ask any agency creative director.
The strategy of using radio to drive internet traffic is solid. Radio is perhaps the best medium to achieve traffic lift. One example – back in the last century Amazon launched their business using national spot radio to great effect.
The execution is poor, they went off message. Using valuable time to rationalize the communication channel presents no value to the listener. They buried the lede. Betcha it played great in the conference room.
Hi Fred and Paul–
I hope the stations that accepted this crappy spot at least charged the old (pay through the nose) “cost to clear” or “bump rate” that’s 3-5x ABOVE the avg rate…the Saturn Agy should be embarrassed and fired–in that order 🙂