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When Bobby McFerrin’s #1 song, “Don’t Worry, Be Happy,” hit the airwaves in 1988, it is doubtful that he was thinking about the medium that was playing his tune. But perhaps he should have been. A 2011 study – Media and the Mood of the Nation – conducted by Sparkler Research in the U.K., concluded that “listening to the radio makes people happier than watching TV or surfing the Internet.”
So why is this?
Last month I attended a leadership seminar and I returned to the office with tons of ideas. One thing that I know I’ll put to good use is a seven-step process for problem solving. This relates to both radio sales and programming.
There is an old commonly used adage, “It’s not what you say, it’s how you say it.” In the radio business, no adage rings more true with regards to creating effective radio advertising. In order for an advertising campaign to work on the radio or in any communication medium, a few key pieces of infrastructure must be in place to be successful: a strong advertising campaign with the right amount of penetration aimed at the advertiser’s targeted demographic, good production value, and strong copywriting. The last piece of the equation is often overlooked when creating advertising material.
In almost any circumstance there’s an opportunity to sell. Perhaps it’s a product or service. It may be something as simple as assuring legitimacy or gaining trust. Regardless of the situation, there are most likely some selling tactics that can provide a benefit or two.
According to a report published by Business Insider, ad tech specialists will have more opportunities to gain a larger foothold in the realm of advertising spending as a result of less human mediated manual sales and more real real-time bidding. These are poised to dominate the advertising spending space going forward.
