The return to work after the September Long weekend always symbolizes the time to get back at it. This week's feature is devoted to the Managers, Salespeople and Writers in the Radio Industry. All radio stations have some form of tired Creative/Commercials on air. While no one deliberately intends for this happen, it can be scary to know that there might be commercials that have been airing for 3 months plus. Dare I say even longer. This is not only annoying to listeners – it’s ineffective for advertisers.
Why does this happen?
1. The client is not engaged.
Warning sign. A reactive or inactive client should be thought of as a cancellation waiting to happen. Many buyers are busy multi-tasking and may not be aware of the last time new creative was produced.
2. The Salesperson is focused on new business development.
Getting new clients on the air is a daily activity and the only way to hit high budgets with regular rates of attrition.
3. The Writer is busy trying to keep up to demand based on what’s required from Sales, Programming and the Clients that are engaged and asking for service.
Most radio stations will operate with one less writer than required to ensure profitability. That’s not a criticism – it’s reality.
Think of it this way. There’s not enough time in the day to do everything. There’s enough time to get to the priorities. Choose and rotate them carefully to ensure the urgent and important things get the attention they deserve. That philosophy is applicable to any industry.
The biggest advantage of radio is the ability to target an audience and provide immediacy. Here’s one of my favorite phrases – Get the right message to the right people at the right time. Why would we throw that away?
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One of the biggest mistakes in the radio business is the constant focus on new customers. Yet, we know three things:
The easiest way to grow business is through satisfied, existing customers.
It takes a lot more time and effort to acquire new customers.
If we don't invest the time to satisfy the needs and expectations of the current customer we'll be doing a lot more of #2.
