I'd like to give thanks to Dick Orkin, Bert Berdis, Chuck Blore, Stan Freberg and Fred Arthur--- for the inspiration, the lessons, the creative genius and the guts to take risks and break new ground so others who follow can do the same.
I want to thank every single radio Account Exec who, every day, despite all odds, straps it on and goes out in the field to show people that radio still blows away any advertising medium.
I want to thank the talent I have worked with this year, who always make me look good and never disappoint.
I want to thank our writers and creators, who, are just the best.
I want to thank our clients, for making us a part of their team and allowing us to help be a part of the success story they write every day. May we continue to partner and together, and go on to write even greater success stories.
Finally, I want to thank G-d for allowing us all to reach his day, and for providing a bounty that always makes me humble. May He continue to bless you and allow us all to enjoy the best life has to offer, every day.
Using your creative message to make your client,and you, financially successful
Sunday, November 20, 2011
Wednesday, November 2, 2011
OWN IT
I was driving home from car pool today when I heard an ad for a secondary auto dealer(used cars). What was the message? Great selection, friendly sales staff--oh, and we have great financing too.
Yawn. Another ad just begging to be tuned out. But only because the salesperson who signed them and the person who wrote it (maybe one and the same, perhaps?) didn't take time to think about ownership. Not of a car or truck-- of the airwaves.
When you're working with a client, at some point in the conversation, no matter what business or service they happen to be in, you need to talk ownership. In other words, what segment of the market does that client want to OWN. What do they want to stake out as their (yeah, here it comes) USP.
As I've taught, USP (Unique Selling Proposition) was not developed for radio, so it's hard to apply the principle most of the time. But an offshoot of it IS ownership-- and that's VERY legit in the radio biz. You don't have to actually HAVE a singular or original selling point, mind you---- that car dealer I heard this morning didn't. As an after thought, they mentioned financing, as if a five second mention in the middle of a six unit stop set in the middle of a 14 unit hour in the middle of a 200 plus unit day was going to get people to notice.
But what if that car dealer had decided to make financing THEIR THING? What if they wanted to OWN that market? They could. Their spot could talk a little about who they are and what they offer, but then concentrate and motivate based on their great financing. That message could be built into TOMA that made them, the number one resource for secondary car buying and financing.
Once you create ownership of a topic, service or idea, everyone else in that industry and market ends up playing 'me too' trying to catch up. And that's the point-- even a client who doesn't do anything special to stand out, CAN stand out if they decide to create ownership of a certain segment of their business. Grant you, everything doesn't always lend itself well to ownership. You can't have better ketchup than any other restaurant (although...)---but the fact is, start thinking about it and you begin to see new ways to establish better response for your client, and a more dominant advertising effect for their dollar. It cements radio as the primary media resource for them, and helps increase your credibility, along with your bottom line.
OWN the message. OWN your client.
Yawn. Another ad just begging to be tuned out. But only because the salesperson who signed them and the person who wrote it (maybe one and the same, perhaps?) didn't take time to think about ownership. Not of a car or truck-- of the airwaves.
When you're working with a client, at some point in the conversation, no matter what business or service they happen to be in, you need to talk ownership. In other words, what segment of the market does that client want to OWN. What do they want to stake out as their (yeah, here it comes) USP.
As I've taught, USP (Unique Selling Proposition) was not developed for radio, so it's hard to apply the principle most of the time. But an offshoot of it IS ownership-- and that's VERY legit in the radio biz. You don't have to actually HAVE a singular or original selling point, mind you---- that car dealer I heard this morning didn't. As an after thought, they mentioned financing, as if a five second mention in the middle of a six unit stop set in the middle of a 14 unit hour in the middle of a 200 plus unit day was going to get people to notice.
But what if that car dealer had decided to make financing THEIR THING? What if they wanted to OWN that market? They could. Their spot could talk a little about who they are and what they offer, but then concentrate and motivate based on their great financing. That message could be built into TOMA that made them, the number one resource for secondary car buying and financing.
Once you create ownership of a topic, service or idea, everyone else in that industry and market ends up playing 'me too' trying to catch up. And that's the point-- even a client who doesn't do anything special to stand out, CAN stand out if they decide to create ownership of a certain segment of their business. Grant you, everything doesn't always lend itself well to ownership. You can't have better ketchup than any other restaurant (although...)---but the fact is, start thinking about it and you begin to see new ways to establish better response for your client, and a more dominant advertising effect for their dollar. It cements radio as the primary media resource for them, and helps increase your credibility, along with your bottom line.
OWN the message. OWN your client.
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