Tag: word of mouth


What Do You Want Consumers to Talk About?

We spend oodles of time watching the ratings, minimizing tune-outs, hoping that this or that stray PPM panelist blesses us with her proximity to a radio. We obsess on consistency and on delivering on whatever promise we wish our brands to make. And when it comes to marketing, which most stations rarely do nowadays, we dream up ways to attract people to our brands by spelling out our attributes and doing so as publicly as possible. Or we simply "play the PPM game" so as to shift the impression of listening, even for a blink in time. But brand-making is about meaning-making. It's not about … [Read more...]


Radio’s “Chocolate” Problem

How do you get people to talk about you when there’s nothing extraordinary to talk about? Or, as Word of Mouth Marketing author Andy Sernovitz puts it: The longer you’ve been good, the more people know about you, and the more they know you make good stuff, the less likely they are to suddenly start talking about you. That’s what Andy calls “the chocolate problem,” so named because nobody ever picks up a phone or tweets to their pal “Dude, have you tried chocolate? It’s awesome!” No matter how good something is and no matter how often we consume it – indeed, no matter how central a role … [Read more...]

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