07/30

Lessons for Radio from a World-Class Brand: The San Diego Zoo

What could radio broadcasters possibly learn from a Zoo?

Ask the folks at hivio, the first inaugural radio ideas festival, because this conversation between me and San Diego Zoo Global Brand Manager Michael Warburton turned out to be one of the “hits” of the event, and it had the room buzzing.

Some highlights:

  • How legendary brands can keep fresh
  • Why bother to go beyond “good enough” in all the actions of your brand (hint: Because the extra effort matters to fans and they appreciate it)
  • Why “radio” means something very specific and might be the wrong name for something like “IHeartRadio” (around 19:00)
  • Why radio should return to being more “theater of the mind”
  • If you know who your audience is, radio, then make content for them! Take a risk!
  • Why radio stations are all wrong in the way they reach out to brands like the Zoo’s (“It’s the same pitch every year – plus banners”) (around 23:00)
  • The importance of getting people – fans – to tell your story in their own words

This is a must-view Q&A if you want to understand how brands see radio. Just click on the video image below or play the video.

 

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(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).

If your brand wants to sponsor any of the forthcoming videos from hivio, spots remain available. Contact Jaime Solis for more information.

And if you want a first look at hivio videos, exclusive content (such as the slide decks from all presentations), and early access to updates and invites for hivio 2014, go here and sign up.

Over the coming weeks I’ll be rolling out each individual presentation and Q&A from hivio. Stay tuned!

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  • Dave Mason

    Love this guy, love the topic. It’s not often that we find a brand manager who will explain how HIS strategy can melt with OUR strategy. (Ric Milliti at Innovision is the only other I’ve ever met.) For being a non-profit, the San Diego Zoo does stuff that’s TOP SHELF and rivals creative from the Top 10 national advertisers. THEY GET IT – and MIke is confident enough (with good reason) to share his secrets. Actually they’re not secrets. Common sense tells us to go above and beyond. Impress the client-(yeah your listener is a client too) -and you can excel. Good stuff, Mark. I wish I had been at the conference, but I was updating the website, twitter, Vine, Pinterest, Google Maps, Waze, and making sure I had the mandatory health insurance-while doing my show.

  • Dave Mason

    Love this guy, love the topic. It’s not often that we find a brand manager who will explain how HIS strategy can melt with OUR strategy. (Ric Milliti at Innovision is the only other I’ve ever met.) For being a non-profit, the San Diego Zoo does stuff that’s TOP SHELF and rivals creative from the Top 10 national advertisers. THEY GET IT – and MIke is confident enough (with good reason) to share his secrets. Actually they’re not secrets. Common sense tells us to go above and beyond. Impress the client-(yeah your listener is a client too) -and you can excel. Good stuff, Mark. I wish I had been at the conference, but I was updating the website, twitter, Vine, Pinterest, Google Maps, Waze, and making sure I had the mandatory health insurance-while doing my show.

  • You aren’t updating Waze. Come on now, Dave 🙂

    Thanks for the comments. More folks should hear Mike’s message!

  • You aren’t updating Waze. Come on now, Dave 🙂

    Thanks for the comments. More folks should hear Mike’s message!

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