07 Aug Radio and Great Storytelling
YouTube is compelling for many reasons, not the least of which is that it conveys many stories – same as radio. Both are used to establish or change a position for a business. Jack Trout, part of the famous Ries and Trout team that wrote the book on positioning, says radio is the best medium for storytelling because production costs are small and people spend time with radio.
In his podcast, “A Minute in the Mind of Jack Trout,” he cites the big brands created with radio, without the benefit of television (visuals) or the internet. That’s because the ear reaches the emotions and imagination, producing both passive and active recall. He claims the eyes can be distracted, but “ears are not easily led astray.”
Exploit how your station is different…
For consumer choices, Trout makes the case that people are overwhelmed with options. Says Trout, “Last time I counted I think there were 200 different kinds of dog food. For water globally, there are more than 2,000 brands. So choice is becoming a problem. The whole purpose of effective brand marketing is to separate yourself and give people a reason to go for you.”
Only a certain number of brands or “rungs” count on the marketing ladder in every category. The goal is to be in the top rungs or levels. Telling the client’s story (or your station’s) is where radio shines. Maintaining sonic branding through memory devices (a music theme, a familiar voice, rhyme, alliteration, etc.) works to build the brand. Think Kars-4-Kids or AAMCO.
Radio is a primary medium and should be positioned that way to advertisers, even with a world of media and digital options. As for agencies and advertisers, Trout’s advice is to find out why you are different, figure the best way to tell your story (and why you’re different), and then find places to meet your customers/prospects and tell your story there.
If that sounds familiar, it’s the same advice given for branding a radio station. What makes your station unique and credible, and what is the benefit for the listener? You want your station to become famous. Lund Media can help.