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RADIO, THE RECESSION AND PROCTER & GAMBLE

You probably haven’t noticed — theoretically it’s possible for you not to spend your every waking moment thinking about me — but despite today’s economy I’ve been doing more “stuff” than ever.

Why?

Because if everyone around me is cutting back while I’m doing as much as — or more than — ever, I get a lot more bang for my buck.

This hardly is my own keen insight into the world of marketing. It’s conventional wisdom:

“We have a philosophy and a strategy. When times are tough, you build share.”

AG Lafley, CEO, Procter & Gamble

Probably you’ve tried to explain that to your clients. If not, you should.

But if you do, you also should “walk the walk.”

If your station or agency has halted all expenditures in training and R&D, you really don’t have the right to preach to potential advertisers the value of continuing to reach out to the marketplace while their competitors are sticking their heads in the sand.

I’m just sayin’….

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  • Rod March 31, 2009, 2:29 pm

    Your observation is spot-on as usual, Dan.

    Certainly there are industries – the automobile industry comes to mind – whose members may be finding it difficult to grow their market share. But I can vouch from my own experience working with specific clients that those who are maintaining their share of voice are coming close to reaching last year’s numbers – even beating them a little, in some cases – whereas their peers that have curtailed advertising “expenses” (vs. investments) aren’t doing as well.

    Now’s a very good time for radio stations to present a unified, positive, assertive front as to the power of the medium to move people and products.

    Yesterday I had occasion to dust off a presentation I put together using local client testimonials – this is back when RAB launched the original “Radio Gets Results” initiative. The principles (not gimmicks) that worked then continue to work today.

    Good call!

  • Rich Roszel March 31, 2009, 7:54 pm

    And isn’t it easier to be heard if there aren’t a bunch of other people clamoring for the listener’s attention?

    Message to advertisers: Take advantage of this clearing of the airwaves to make sure YOUR message is strong, is heard, and is heard often.

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