Category: Branding


From Radio Promotion to Talk of the Town

When is a promotion more than a promotion? When it cascades into the talk of the town. So it seems to be for the folks at US 93.3, er... US ?3.3, who "lost the 9" in their station name and are on a hunt to recover it with the help of the Ft. Wayne community. This is a story, not simply a promotion. And one which invites interest and participation (what the digital folks call "engagement") from thousands of listeners. It is a campaign woven across every platform, even including some very clever videos modeled after a certain NBC TV show set in an office. Here's a recent … [Read more...]


You’re in the Experience Business

If the average broadcaster (and I mean the average one) ran Starbucks, what would that experience be like? Would it be even remotely like the one in your own neighborhood Starbucks? I strongly suspect that the average broadcaster would be providing the same coffee varieties they offered when they first tasted success years ago. They would be doing the same promotions, assuming they had the budget to do any promotions at all. The decor inside the store would be unchanged. They would furiously taste-test the coffees asking consumers how they could make this or that variety taste … [Read more...]


How to Unlock the Hearts and Minds of your Consumers

Earlier this week I posted a conversation with marketing change agent Tom Asacker about radio. I actually had two conversations with Tom.  One specifically about radio and the other a broader deep dive into the themes of his new book, Opportunity Screams: Unlocking Hearts and Minds in Today's Idea Economy. Our second conversation will be used on Tom's blog and elsewhere online and is aimed at a much wider audience.  Because this book is so good and because Tom is such a sharp analyst of opportunity in all its marketing shapes and flavors, I wanted to share this conversation with you, … [Read more...]


Opportunity Screams for Radio – Talking with Tom Asacker

Tom Asacker is one of my favorite marketing change-makers.  He is a popular speaker around the world and works directly with the marketing teams at numerous Fortune 500 corporations.  He is also author of some terrific books, including his latest, Opportunity Screams: Unlocking Hearts and Minds in Today's Idea Economy. Listen to our entire conversation here (it's worth it) - or subscribe to all the Mark Ramsey Media podcasts in audio or video at iTunes. [audio:] Tom, Opportunity Screams present us with … [Read more...]


Did you bake “Desire” into your Brand?

Recently I caught up with my friend Tom Asacker (who has a great new book coming out, by the way - more about Opportunity Screams in this blog soon). We were discussing my belief that, contrary to common belief in the radio industry, awareness for a radio brand is produced by passion for that radio brand, not vice versa.  Yes, you read that right.  Passion first - awareness follows. Or, as Tom puts it, "desire stimulates interest." And desire doesn't come because of unlimited advertising or clever promotion. Desire comes because of what's literally baked into the product itself.  Then … [Read more...]


Radio’s Time-Spent-Listening Fix (Hint: Don’t Hold your Breath)

Radio time-spent-listening (TSL) is declining. This is something I've been writing about for a long time, yet many broadcasters stubbornly refuse to face up to the consequences of this fact, preferring instead to take refuge in stable audience cumes over time. Even if audience usage was not eroding, we would still be facing an erosion of advertising support as marketers move dollars to digital options - some in the radiosphere, many not. The time to stick one's head in the sand is over. From Inside Radio: Radio’s cume is fine, but average quarter hour listening is on the … [Read more...]


How to be “Different” – Part 2

Youngmee Moon is the author of Different: Escaping the Competitive Herd – one of my favorite books of 2010. Youngmee is a professor at the Harvard Business School and author of many world-famous Harvard Business School case studies. This is the second and final part of our conversation. You can read part one or check out the complete audiocast here. You can also subscribe to all the Mark Ramsey Media podcasts at iTunes. Youngmee, you’re saying that just because we can measure a difference doesn’t mean that difference is meaningful to consumers. Exactly. That’s exactly … [Read more...]


A Facebook Promotion that’s actually about Ratings

From one of Dial Global's "Simply About Music" (SAM) affiliates, courtesy of Beau Phillips: There's a SAM affiliate in Illinois that's been with Dial Global for a couple years.  Over the last year, the station had flattened out in the ratings. Earlier this year, we developed a plan to get some street buzz for the station. Like most stations they had no money for promotions. On Fridays instead of calling the station SAM, we rename it after a "facebook fan" that we select....its called FACEBOOK FAN FRIDAYS. We re-do new imaging for the station every Friday, calling it stuff like "Tina … [Read more...]

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