Put Your Faith in ‘Field Messages’
The author is the
owner of Quickshow, a system
that takes audio and images to create Shockwave video that is placed
automatically in personalized field messaging pages and reformatted for
multiple message formats. Here he explains the philosophy behind the concept.
The traditional radio industry is in
trouble. Dozens of new advertising products are grabbing customers’ marketing dollars.
Radio’s broadcast listeners have many news and music choices. Radio’s customer and
client base is moving on to newer, faster, more targeted media.
It’s not all radio’s fault. We continue
to provide distinctive broadcast entertainment and advertising messages. But
with so many advertising, Internet music, satellite and direct stream sources,
plus peer to peer social networks, it’s tough keeping (much less expanding) our
entertainment and advertising market share.
Rowdy competitors have grown up
around us. Our core broadcast business value has been diminished by loud and disruptive
services. To overcome this distraction we must find new business applications.
Our core talent is audio messages. Our
core strength is the local business marketplace. Our strategy should be to use our
script writing, message telling and local market knowledge to create business
value that is not compared against our competitors’ strengths.
Recognizing the pace of today’s business,
radio’s new messaging product must be fast and simple and fun to use. It must have
a fast implementation, measured in hours from idea to implementation. It must
solve important business needs. And it must bring in repeat business
This could be a great business
solution. But what is it, where is it? How can it be used by every local radio
station to expand and compete against rowdy competitors?
Let’s examine a customer’s sales
department: Every business uses field sales messages. They probably don’t need more
broadcast advertising. They do
need sales process messages consisting of thank you, followup, specific product
benefit stories, bridging conversations between meetings, etc.
What about a customer’s operations
or service department? Not a promising advertising opportunity. Most operations
departments have special message needs: product training, feature orientation,
procedures, etc. They have lots of information and data. They need to make this
information relevant. Operations manager will list out what they want.
With each new application
discovery, this “new media” radio messaging opportunity becomes bigger. It’s
local. It’s high-margin. And it’s under-served.
Each radio station can create its
own “new media” signature style. It starts with your radio wheelhouse skills: script
writing and on-air personality based audio messages. Then add images and text,
with a personal message twist. The twist is that each is presented in a unique
environment, with the sender’s personal image, logo, contact information and individual
show play tracking. The style is the show color and, of course, the audio
Can a radio sales executive use
this “new media” to place more radio advertising packages? Yes. Every radio sales
executive already creates his or her own field sales messages. They introduce the
station’s advertising story, explain unique benefits, set up business questions
that can be answered during an appointment. Their most used tool is phone calls
and text email.
With “new media,” each message becomes
a personal message. Every team member has access to the best stories to open
doors, get appointments and have their message shared inside a client’s
After your customer sees and
hears your “new media” radio advertising message, traditional sales techniques become
more effective. If they have not seen the show, restart the contact process. After
seeing the show, your customer will be pre-qualified for a traditional radio
After your personalized “new
media” message, the next step is for them to describe their sales and
operations problems. You should take notes.
Question: Should you offer a new product? After all, a field
message is different. It’s not classic broadcast radio.
Here’s the answer: If you don’t want
to provide unique, high-value business message solutions, in non-radio format, someone
else will. Then, what will you do?
Reach the author at email@example.com.