Category: Branding

radio-dial
07/03

“Radio” is not a Brand

When we say things like "let's whip up a better story for radio to convince folks how important it is in their lives" we are fighting an impossible battle for this reason: "Radio" is not a brand. "Radio" is a distribution platform for brands, where the brands can, should, and do live on other platforms, too. If we have learned anything from this digital age it's that the most useful brands are those that are device-agnostic, those that view platforms as distribution opportunities for useful manifestations. The most useful brands are not bound to one and only one distribution … [Read more...]

Choose_to_be_remarkable
05/31

How can Radio be Extraordinary?

If we want our fans to spread the word about our radio brands, why don't we create content that's more remarkable to begin with? After all, people don't spread the mundane, they spread the extraordinary. Case and point...this video. [iframe http://player.vimeo.com/video/67248779?title=0&byline=0&portrait=0 500 281] Prefer audio? Try this: Download mp3 (You can subscribe to all the MRM video and audio via iTunes and get the goodies before everybody else. You can also get advance notice of this content if you "like" MRM on Facebook or follow me on Twitter). … [Read more...]

wordofmouth
05/14

Your PPM Strategy is Wrong: Word-of-Mouth Still Matters

It is almost impossible to count the ways in which playing to Arbitron's PPM measurement methodology may provide short term gains for radio ratings, but very much at the expense of the health of radio brands long-term. And here's yet another one. It is accepted wisdom that, since PPM supposedly measures behaviors rather than recall of behaviors, then so-called top-of-mind recall is irrelevant. After all, why remind folks that you're there when they no longer need to remember what they listened to? Here's one reason why. Because top-of-mind leads directly to word-of-mouth, and … [Read more...]

TomAsacker_pic2
05/09

“Passion is the Great Persuader” – Q&A with Tom Asacker, Part 2

This is Part 2 of my special conversation with branding guru and author Tom Asacker. If you missed Part 1 go here. Tom and I talk about his new book, The Business of Belief: How the World's Best Marketers, Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs and Other Leaders Get Us to Believe. Watch the complete Q&A here, or skip to Part 2 of the abbreviated transcript below. If consumer desire precedes interest, how does the marketer effectively tap in to those desires? Well you can only move people slowly. You start with what peoples’ beliefs and desires … [Read more...]

sundance
02/01

Radio: Is Anybody in Charge of your Fans?

It was my first visit to the Sundance Channel, and I was met with this visual: Not so much a "pop up" per se as in invitation to deepen a relationship which was at least strong enough to bring me to the page in the first place (and it didn't "pop" during my second visit). Does your radio brand have such an invitation? One that invites consumers to give up their email in exchange for information of real value? One that says "we want to connect with you personally"? I was struck recently when I read a piece by David Siteman Garland (who will be appearing in my blog soon) on his great … [Read more...]

dragonflymodel
01/15

Impact Your Radio Audience the Dragonfly Way

Andy Smith is the co-author of a fabulous new book called The Dragonfly Effect, a book about using social media to drive social change. A serial tech marketer and entrepreneur, Andy is a Principal of Vonavona Ventures where he advises and bootstraps technical and social ventures with guidance in marketing and customer strategy. Watch the complete Q&A or skip to the abbreviated transcript below: [iframe http://player.vimeo.com/video/54989628?title=0&byline=0&portrait=0 500 281] Prefer audio?  Try this: Download mp3 (You can subscribe to all the MRM video and audio … [Read more...]

noise
10/03

Consumers Don’t Care about your Messages

There's a difference between giving people what they desire and messaging them to convince them that what you have is what they desire. That's one point from my friend, branding authority Tom Asacker, in the conversation we had on the stage of the recent Public Radio Program Director's conference in Las Vegas. Watch (or click on the post title if there's no video image): [iframe http://player.vimeo.com/video/50699714?title=0&byline=0&portrait=0 500 281] Prefer audio?  Try this: Download mp3 (You can subscribe to all the MRM video and audio via iTunes and get the … [Read more...]

1294929434-beckspidey
07/09

Radio, Comic-Con, and the Future of Entertainment

Comic-Con opens this week in San Diego. It’s ground zero for media and popular culture and one of the biggest star-studded events this side of Oscar. What better excuse to talk to Rob Salkowitz, author of Comic-Con and the Business of Pop Culture. But it’s the book’s subtitle that has the most relevance for a media audience: "What the World’s Wildest Trade Show Can Tell Us About the Future of Entertainment." Comic-Con is a melting pot for media content and platforms. So what lessons should broadcasters take away from an event as likely to attract movie stars as … [Read more...]

* = required field

Dive Into The Blog