Imagine for a moment that you're running a computer company instead of a radio station. Your job is to sell as many computers as possible, and the only way to do that is to remain relevant. Your computers need to do everything expected of computers. These days it's all about touchscreens, apps, and loads of other features.
You would strive not only to make sure the computers from your company were equal in features to those everyone else was offering, you'd be looking for advantages. Right?
Why, then, are we not doing the same thing in radio?
For the last two or three years, at each of my conferences, I've heard one major radio advertiser after another say something like this:
"Radio stations must show the advertising world that they are not stuck in 100-year-old technology. Radio needs something new to appear relevant in this digital era. Radio needs to be a digital medium, not only in delivery, but in capability."
What are we demonstrating to advertisers about the cool new features radio can accomplish digitally?
Perception Or Reality?
Remember the old saying "Perception IS reality?" What is the perception of digitally focused advertisers about radio? And how do we change it?
Playing What If....
What if you could show your advertisers a radio that does things they have never before seen on a radio?
What if you showed advertisers how you could put their logo or their website up on the screen of a radio while their ad plays?
Or a radio that could show a picture of a new car or a dealership when an ad comes on?
Do you think advertisers would want that?
What if you showed them a radio where you could press a pause button, and resume listening when your phone call is over?
Or a radio where you could press a button when an ad comes on to remember the name of the advertiser, or to remember a song?
Getting Them Excited About Radio
Do you think local advertisers and agencies would get excited about using radio again if shown the things they can do with their ads? I think so.
What about you?
Would you get excited if you could show a picture of your morning team on the screen of the radio when your promo for the morning show airs?
...or if, when a song plays, you could show a picture of the artist, with your afternoon talent and your call letters?
You Can Have It By Christmas
You won't find it on just any radio today. But you will find it on my new Mighty Red HD radio, which is a tiny little radio with booming HD sound. A high-fidelity HD receiver, with pictures, that you can use for jogging or the gym.
After our big push last week, we have only 1,297 of them left for radio stations to use as Christmas gifts for clients and employees (and you gotta have at least one for yourself).
Buying In Bulk
We've already seen stations buying bulk quantities so they can show clients what radio can do that's new. What about you?
Guaranteed For Christmas
Last year we sold our first Mighty Red HD radio, and this one, Mighty Red HD 2, has more features and showcases what radio can do. Last year we probably sold more HD receivers on Black Friday than any retailer in America. More HD radios in the hands of advertisers is a good thing for radio. Remember, we have just 1,297 left.
Show your employees what radio can do so they can invent cool things to do with your HD Radio signals. Show your advertisers the possibilities to get them thinking about spending on your HD stations.
Your advertisers will love it more than any fruitcake or gift basket, and it will show them radio is indeed proactive about its digital future.
To order, go to www.mightyredhd.com. Limit of 50 per radio station, please.
Eric Rhoads
Radio Ink
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PS: If we have any left, we'll bring a few to our Forecast Conference on December 7 in New York. Last year we sold 2,000 units (and this new unit has 3x more features!).
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