Thursday, July 11, 2013

Paying Attention/Paying FOR Attention

The ad world according to Google:

Google uses the age old sales funnel of "AIDA" while taking all the credit for online processes leading to sale. 

Notice it also gives ZERO credit to any touch except online sources.

My take:  what online media misses is the "attention" part of the equation.  In traditional media we are so busy trying to be in that online space with them that we miss what we do best--generate attention for advertisers.

Occasionally, rarely even, online generates a "viral" action which brings people to the forefront without mainstream noise (see Psy, or Jena Marbles, or Ship My Pants

What we sell is attention. 

We are better at it than anyone. 

When you are on radio, you are on center stage.

Focusing on our strengths is a better use of our time and energy rather than trying to play a game on the other guys field.

KGHL/Billings General Manager Ray Massie spoke for me last month when he blogged: "You really don’t get anything for free–you pay for it with stress, time, opportunity, or cash."

So, radio seller:  Ask for a reasonable share of their budget.  Uncover their selling proposition.  Create a powerful message.  Run a good, consistent schedule.  Be a hero and get results.

That's worthy of your attention.

1 comment:

Mark Ramsey said...

I’m sharing my kickoff presentation from hivio 2013, the Radio Ideas Festival.

It’s called: Solving Radio’s Attention Crisis.

What attention crisis, you may ask? Watch this presentation and find out, because the ratings for all of radio have been steadily declining for years and there are only two solutions to this problem. In this presentation, I explain both.

This is a super-important presentation that shares some Arbitron statistics you probably have not seen – stats that folks in radio do not like to acknowledge. But to make plans you need to begin from facts, not from some vision of the world that features unicorns and rainbows.

This presentation also outlines what I’m calling “The 14 Jobs of Radio” – a way of thinking about radio that takes into account what the medium’s inherent advantages are relative to other media – the root keys to radio’s future and how to leverage them (by the way, I left out the job of radio in an emergency because I’m interested in common jobs, not extreme and rare ones).

I think this is one of the most important presentations I have given, so I urge you to watch it and to share it.