Monday, January 30, 2012

"Reinvent" This!

It wouldn't be a radio business convention or meeting if someone didn't call once again for reinvention of one aspect of what we do or another.

There's nothing wrong with rethinking, of course, but Arbitron's Ron Rodrigues (Marketing Manager for the Programming Services Team) has a better idea in my view:

The next time your sales staff is driving you crazy with value-added, got-to-have-this-or-the-client-will-cancel demands, educate them even further about the power of radio.

Go to the next sales meeting and give them the five-question pop quiz below. Bring a pair of concert tickets or a $5 gift card for the person who scores the best. Be sure to count how many times you hear “Hmm—didn’t know that.”

Before you walk back to your office feeling like the smartest person in the building, remind the sales team that all of this information can be found in Arbitron’s “Radio Today by the Numbers.” This tool will arm them with the information they need to show clients how well radio works for advertisers.

Radio Listenership Quiz

Q1: What percentage of Americans aged six and up does radio reach on a weekly basis?

  1. 73%
  2. 83%
  3. 93%
  4. 103%
  5. Are you counting all eight days of the week?

Q2: How many hours a month do consumers spend listening to the radio?

  1. 14.5 million
  2. 1.45 billion
  3. 14.5 billion
  4. A gazillion

Q3: If there are 10 people in a room, how many are likely to have listened to the radio in the past day?

  1. 5
  2. 6
  3. 7
  4. 8
  5. It depends on the room.

Q4: What percentage of consumers does radio reach during prime time (6AM–7PM) each day?

  1. 60%
  2. 70%
  3. 80%
  4. 90%
  5. More than newspaper

Q5: Rank these devices from highest to lowest by the percentage of radio listeners who own one:

  1. Digital Camera
  2. Computer
  3. HDTV
  4. Cell Phone
  5. Predator Drone

Answer Key:

Q1: C—Radio reaches 93% of all Americans on a weekly basis.

Q2: C—Consumers listen to 14.5 billion hours of radio each month.

Q3: C—Slightly more than 7 out of 10 consumers listen to radio each day.

Q4: D—90% of consumers tune in between 6AM and 7PM.

Q5: From highest percentage of ownership to lowest—Cell Phone (90%), Computer (84%), HDTV (69%), Digital Camera (67%), Predator Drone (unknown %).

I'd suggest that our agency friends who seem to be hooked on nothing but the age-old negotiating ploy called "cost per point" that actually drives the percentage they make on radio buys down, since an agency commission on a small number is less than buying radio intelligently, using qualitative, all our multimedia platforms and involving us in your creative design, testing and execution.

They might increase the rate the agency pays a bit, but wouldn't that increase the dollars buyers make from radio and also act as an incentive for the radio side of the bargain to maximize results, not just lower our prices?

Make radio a full partner in working for the client instead of just a low cost vendor you can beat up in long-used ways.

Let's talk together about reinventing THAT.

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