06. 08. 2011

Long Hot Summer

I know very well that on 35 degrees you don’t feel like doing anything. But there is no relaxation in this radio business of ours. Our game lasts 365 days per year, and every four year we get an extra day in February. Summer is the time when your program can “relax” a little and “run lose”, but unfortunately that is the way most of the advertisers think too. They too want to “run lose”, but only because you let them…

On the contrary. The fact is that all big advertisers usually talk about preparing their campaigns for „when the school begins“, but this crisis are making even the most successfull ones to work more (for the same money). It is even more dramatic with small and medium companies that provide living for most radio stations. They need your help the most, and that is what your salespersons are giving them. They help your clients achive their business goals. That is moslty shown through numbers of seconds and slots sold, but it is not necesserily always so. 

Despite the heat, summer is ideal time for radio to „go out“ of „the magic box“ and meet its listeners. Finally, they are the users of products and services of your advertisers and this is that magic triangle (radio – listener – advertiser) in which this whole story of ours is happening. Everything we do is aimed only to one goal – for your advertisers’ message to reach your listeners. By “going out” you give your listeners chance to see your advertisers.

Additional good thing about this is that activities like that are so called „below the line“ for your advertisers. It means that they are allowing additional means from the budget for your radio. Naimly, every major advertiser has „bellow the line“ (BTL) and „above the line“ (ATL) budgets. Traditional radio advertising (sponsorships, jingles and quizes) are ATL, while events and PR are BTL. By „going out“ you give advertiser a chance to combine those two budgets and you are killing two flies at once. You get your money and advertiser gets a chance for direct communication with potential clients.

So, it is up to you to think about your listeners are gathering and which kind of advertisers you can include in this action. Plan longterm, because investing in moveable equipment is worth only in longterm. Pay attention to the smallest of details, like having equipment with your’s and advertiser’s logo with hook-and-loop fastener instead of printed. You will get requisets for more uses. 

Broadcasting from open space can improve your relationship with advertisers in the best possible way. If you can attract enough people for an event like that, of course. You will achieve that through promotion on air. Program editors are sometimes afraid that those kind of actions could „eat” the regular program, and that they would annoy listeners who don’t want to go where you would like them to go. There will be those for sure, but keep in mind that every listener satisfied after one event of that kind will become your promoter and will share the nice experience with at least four other persons. The same goes for advertisers.

You will get the confirmation of this in the autumn research. Keep in mind, those who have seen you will be louder then those who have heard you. Those who shook your hand will be more loyal than those who have seen you. After all, politicains are the first who had started with „door to door“ activities and handshakes with the voters. No matter what we think of them, we can learn something even from them. 

So, forget the heat and find your place under the Sun. Invite your listeners and advertisers to join you. You will have good time for sure, and the sweets part will be when you see the improvement on your bank account. And one more thing, don’t forget to share that experience with your competition who do not feel like doing anything these days.

Dušan Mašić, Radio expert (B92,ANEM,IREX and BBC WS)