Dan.McColly@REVENUEproduce.com
208-742-4277
Radio (and linear television) live it every day; transactional revenue has been and is evaporating or at the very least become difficult to reliably forecast. And the days of going into a month at 80% of budget and having a realistic chance to make goal are long gone.
That's been partially back-filled by digital revenue. But with digital, broadcasters compete with larger clients and agencies who can purchase the same third-party inventory, use the same always-evolving tools. While traditional media shares shrink. Think Colorado River and Lake Mead. (Unsolved murder mysteries aside.)
Look. We know that maintaining margins and growth is dependent on continued digital emphasis, on winning share from the other guy, "street-fighting" for developmental revenue and using EVERY tool available to retain that business once it's earned. And that's where we can help. (See more on these ideas below the creative content.)
No matter the delivery mechanism, radio/video or digital something, relatable and consistently-delivered creative is an irreplaceable differentiator, multiplying not just ROI for clients but often earning us a “must buy” advantage over anyone who sits in a pitch meeting to compare rating points or present a graph about income and education or why you’re number one with moms between the ages of 34 and 38 born on a Sunday.
But all creative is not created equal. Think about all the Superbowl commercials you’ve seen, built on OMG budgets and “oh WOW” special effects but by the end of the game you can’t recall what the heck the product was. Although in some cases, sure, it could have been the beer.
As you click around the ideas offered on this and other pages, consider them in context.
Is there something in this messaging that invites me, even encourages me to watch, listen, engage? Is there a twist, or an “unexpected?” Is there a payoff for ME? And then in turn, for our advertisers?
There’s a reason it’s called “PAYING ATTENTION.” 'Cause we all have to earn it.