|
Radio Part 2 - The Cons
-- by Lisa
Ann Schreier
Last time we discussed the pros of radio. Since nothing is perfect, there are a
few downsides to radio advertising. Namely:
· Time constraint
· Lack of visual appeal
· The alarming trend towards more corporate micromanagement
TIME CONSTRAINT
I've said it before, and I'll say it again… you cannot tell the entire timeshare story, or
even your resort's entire story, in 30 or 60 seconds. What you need is a hook or an offer of some sort. Before
I hear from disgruntled salespeople, I am not advocating putting you out of business. Quite frankly, I am advocating
giving you more to do! (More on this later on.)
Listen to the radio for a period of two hours, across all stations to get an idea of just who is advertising. Chances
are you will not hear ANY ads for resorts, hotels, timeshares etc. WHY? Is it because radio doesn't work? Exactly
the contrary: no one wants to be first.
I was first in my community. I ran a small (less than 50 spots) flight on a radio station the 2nd and 3rd weeks
in January. Entire schedule cost less than $1,300. The spot was simple but well produced and to the point. It was
for rentals, with a "hook" about timeshare at the end. "And don't forget to ask about…" That
$1,300 flight produced more than $2,000 in room rentals, generated more than 50 referrals and one sale for about
$15,000. And yes, the sale required a good salesperson. Radio does work, time constraints and all… you simply have
to be smart about how you work radio before, during and after the flight.
LACK OF VISUAL APPEAL
To be honest, this point does not bear much discussion. In fact, I consider it a plus, even
though I've included it with the "cons". Having a beautiful resort to show to people once they arrive
is icing on the cake if you've done your work properly. Brevity… ain't it a wonderful thing?
THE ALARMING TREND TOWARDS MORE CORPORATE MICROMANAGEMENT
Radio is changing, and not always for the better. With the advent of fewer and fewer independents,
the days of the media giants are here to stay. What that means is that you have to work harder…. your media buyer
has to work harder… relationships are more and more important. What I was able to do several years ago for a $10
million dollar a year client is just not doable any longer. While it is true that special events and value added
benefits are still available from radio stations, corporate micromanagement dictates that much tighter reins be
placed on them, on the radio salespeople and on the media buyers. It is not impossible to get a good schedule at
good rates with value added. It is also not impossible to purchase a good timeshare at a good resort with good
value, right? It takes work, it takes good bargaining, it takes doing your homework and it take the right relationship.
Radio salespeople are just like timeshare salespeople… trying to do their job in an age where they have less and
less freedom to do so. Give them a break, deal with them fairly, treat them with respect and they will do whatever
they can for you. Sounds familiar? It should.
If you are a regular reader of "Advertising 101" you will notice that Radio Part One and Radio Part Two
have been slightly different than other columns. Why is that? My biases are undeniable. I believe in radio. I know
radio works. Although I am proficient in, and enjoy all kinds of advertising, I am best at what I like the best
and that is radio.
Next time, I will show you a suggested strategy. For those of you who can't wait however,
drop me an e-mail and I'll be happy to work with you and your resort. Just think… instead of those annoying, insulting,
inane car dealer ads, you and your audience could be listening to your polite, informative, fun ad on the way to
work next week. Stay tuned!
|
