Today’s radio listening audiences are no different than other media consumers. They are media savvy and want information, not hype. They want to hear relevant and compelling information about subjects of interest and need. They want to be engaged both intelligently and emotionally.

So how do you transform intrusive commercials into engaging content?

Here are a few thoughts:

• Advertisers: Gain credibility with your target market by delivering relevant and compelling information.  Focus on providing updates on products and services rather than hyping sales.

• Ad Agencies: Create commercials which blend with the context of the radio programming. The tone and dynamics of the commercial content should match the music format of the radio stations and the lifestyles of the listeners.

• Production Directors: Producing engaging commercials is a craft – it takes talent and commitment to the process. Focus on producing creative content, don’t just add sound effects and edit voice overs.

• Program Directors: Savvy radio listeners long ago figured out when you run advertisements.  That’s because you run them at the same time as every other radio station in your market. Time to revisit that programming clock.

• General Managers: Stop having Sales Reps write copy for local advertisers. Good copywriting makes an impact. Poor copywriting is just bad radio.

• Sales Managers: Consultative selling is about the client’s needs and meeting those needs with solutions. Not every client is right for your radio station or its listeners. It’s a disservice to the industry when you don’t recognize this.

• Advertisers Step 2: Make sure your ad agency and media partners understand your business and brand. If they don’t – replace them.

• Ad Agencies Step 2: What does a high school senior have in common their parents? Very little. Narrow your demos on media buys. 18-49 is not a target demo. By the way, neither is 18-34.

• Program Directors Step 2: Your listeners connect with the music, personality and lifestyle of your radio station. They will also embrace advertiser content that blends seamlessly with your format. Be creative and lead this effort.  

These are not intended as critiques but as critical discussion points. I’ll share more thoughts in Non Intrusive Radio Advertising, Part 2.

So I ask you, how are your or your client’s radio advertisements non-intrusive?

Regardless if you are communicating in person, online or through other mediums, building credibility with clients takes time and effort. When communicating with a potential client in person, the objective should be to discover and understand that client’s specific needs. Once understood, your goal is to provide information or advice on solutions that best meet those needs. Depending on the business, product and service this process can take several days, weeks or even months. It’s a consultative approach which I believe works best.

The online approach should be the same. I recently wrote that sharing expertise, exchanging ideas, providing solutions and answering questions allows for building lasting client relationships. Brands and companies that provide useful, transparent information become relevant and credible. Again this takes time and some commitment.

Providing compelling content to your prospects via your website, blog, eNewsletters and other communications increases the ability to influence the perception of your company, and ultimately the behavior of your target customers.

How are you developing creditility with your clients online?

Over the past several years many forward-thinking companies have formed a consultative selling approach.  In short, consultative selling is solution-led rather than product-led.  The idea is to emphasize customer needs and meeting those needs with solutions combining products or services.  A consultative seller provides information or advice on which solution best meets the clients’ needs.  When properly and genuinely executed, the salesperson becomes a valued consultant in their respective field to their client, which in turn leads to a successful partnership.

Content marketing has several descriptions.  However I think we all can agree that the concept of content marketing is totally focused on customers’ needs and interests.  It’s the art of engaging a target audience by delivering relevant information about a subject of interest or need, and then influencing a behavior. That’s my description.

Content marketing allows organizations to provide current and potential clients with useful information or advice.  In other words, content marketing is a solution-led selling approach.  When done properly, content marketing positions your company as an industry expert (consultant), it builds trust with your customers, it generates leads, and it leads to doing business.  It’s a solution-provider technique.  Sound familiar.

There are many forms of content marketing which companies can incorporate into their marketing and sales process.  The challenge, like with any strategic approach, is execution.

How is your organization handling communications through emerging technologies?  How are you connecting with current and potential clients?