From The Rubble And Ashes
Some day, but not particularly soon, the chaos of the Covid-19 calamity will calm and perhaps, to some degree, settle. The loss of radio revenues may, however, linger for some time – so much so that some operators may find it near impossible to hang on.
Absence, some have said, makes the heart grow fonder. While an interesting musing, my own experience has suggested that absence also tends to generate forgetfulness. And so it may be for many of the traditional, habitual users of radio advertising. Some clients have stuck with radio as much because it’s relatively inexpensive, sorta seems to work and it’s uh…. habitual.
Such may not be the case once the smoke clears. Unsophisticated but thoroughly indoctrinated advertisers may throw their lot all the way into digital while others, already scarred from their own crash in revenues, may just forego the whole advertising expense altogether. They’ll be going the “word of mouth” route. And good luck to them.
While radio has gone out of its way to decimate its own capacities to produce cogent advertising, the exclusion of many of the regular clients will only add to the miseries. Radio has always, for example, depended on automotive retailers for revenues, and on a semi-regular basis. Getting some of them back on the air may prove to be an almost insurmountable task – if for no other, other reason that it will put an end to multiples of sale reps hounding them to “get the name out there”.
Moreover, and I feel quite safe in coming to this conclusion: Radio stations will be making no efforts to create appealing and influential advertising messages that are any different from the ones with which they were bludgeoning their automotive clients before the roof came crashing in.
Radio professionals already know that, with the rarest of exceptions, the advertising for auto dealers changes only in the brand of the vehicles and the name of the dealership. Otherwise, it’s the same spots – all the time.
Meanwhile, sophisticated advertisers know that during a downturn in the economy, that’s the time to advertise – and heavily so. While all the others stick their heads in the most available orifice, the smart ones are hammering on the air. This, in order to develop and maintain a top-of-mind awareness, and to be positioned to take full advantage of such awareness when the economy does turn around. Or before.
Further, these are the times for generating and presenting advertising that is emotional in its scope – spending less time and effort on price/product advertising.
I made it a point to develop 26 automotive retailer spots in 2 flights of 13 spots each. They are radical and funny and hokey as all get out and they demand the attention of the audience. So bizarre and outrageous are they that they bring an audience to a standstill while making the production of anything similar almost impossible for other retailers – those with the imagination and courage.
Unfortunately, these spots scared the living bejesuz out of those retailers to whom they were presented, particularly those that were indoctrinated into the price/product mold – which was all of them.
The agency-produced price for each of the 2, 13-spot flights would be between 30,000-40,000 dollars. I offered them for 3,000.00 for each flight – a 90% discount! Still, no takers. No surprise. Well, maybe I was surprised.
Please note: I am inviting reader comments be sent to my email address (below).
Ronald T. Robinson
info@voicetalentguy.com