{"id":3020,"date":"2009-11-19T00:05:35","date_gmt":"2009-11-19T08:05:35","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=3020"},"modified":"2009-11-13T17:01:20","modified_gmt":"2009-11-14T01:01:20","slug":"radio-message-or-audience","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/11\/radio-message-or-audience\/","title":{"rendered":"RADIO ADVERTISING: IS IT THE MESSAGE…OR THE AUDIENCE?"},"content":{"rendered":"

\"radioA Loyal Reader takes issue with my statement that in the world of Direct Marketing, the two most important factors in the success of any campaign are:<\/p>\n

The offer <\/strong>(the contents of the ‘commercial’)<\/p>\n

and<\/strong><\/p>\n

The list <\/strong>(the people to whom the offer is being made).<\/p>\n

More specifically, he objected to my declaration that the list is more important than the offer in determining a campaign’s success:<\/p>\n

“A mediocre sales pitch delivered to the right list will far outperform a great sales pitch delivered to an inappropriate list.”<\/em><\/p>\n

“How can a business person possibly try and target the right people? Wouldn’t it be better if he\/she were to convince the people 100 percent of the way?<\/p>\n

“If I only reached 10 percent of the people and convinced them 100 percent, that would be really good. If I reached 100 percent of the people and only convinced them 10 percent of the way, none of them would do business with me.<\/p>\n

“I am speaking about radio commercials vs. Direct Mail, and I may be out of it here but I don’t see how the two are different. They both hope to accomplish the same results: ‘People frequenting their businesses.’ Therefore shouldn’t the message always be paramount?”<\/p><\/blockquote>\n

Actually, part of your statement argues my case:<\/p>\n

“If I only reached 10 percent of the people and convinced them 100 percent, that would be really good. If I reached 100 percent of the people and only convince them 10 percent of the way, none of them would do business with me.”<\/p><\/blockquote>\n

If only 10% of your audience truly are prospective customers, it is much more effective to completely convince the right<\/strong> 10% than to partially convince the other (wrong) 90%.<\/p>\n

As anyone who knows my work can guess, my bias is that both<\/strong> the commercial message and the manner in which it’s delivered are vitally important.<\/p>\n

My reference to the Direct Marketing paradigm was intended to underscore this point:<\/p>\n

The More Narrowly Targeted Your Sales Message, The More Important It Is To Identify That Target Audience As Quickly As Possible.<\/strong><\/span><\/p>\n

“If you have high blood pressure….”<\/em><\/p>\n

“If you think you can’t afford automobile insurance…”<\/em><\/p>\n

“If you are losing your hair and are upset about it….”<\/em><\/p>\n

“How can a business person possibly try and target the right people?” One way is by matching its sales message to the station’s audience.<\/p>\n

If you’re selling lipstick and makeup, don’t spend your money on a New Rock station. Meanwhile, a Soft AC station might not be the smartest place to advertise beer.<\/p>\n

On the other hand, some mass appeal products can increase market share by advertising on incompatible formats (Classical and Country, Hip Hop and Easy Listening).<\/p>\n

But a great offer made to the wrong audience is worthless:<\/p>\n

* Advertising birth control pills to infertile women.<\/p>\n

* Pitching homeowner’s insurance to the homeless.<\/p>\n

* Trying to sell “the world’s best barbecued pork ribs” to Muslims or Orthodox Jews.<\/p>\n

Why do you see self-service Flight Insurance machines only at airports? Why aren’t they on every street corner and in every shopping mall?<\/p>\n

Because selling flight insurance is profitable only<\/strong> when the marketing efforts focus on those people most likely to consider buying.<\/p>\n","protected":false},"excerpt":{"rendered":"

A Loyal Reader takes issue with my statement that in the world of Direct Marketing, the two most important factors in the success of any campaign are: The offer (the contents of the ‘commercial’) and The list (the people to whom the offer is being made). More specifically, he objected to my declaration that the […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-3020","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO ADVERTISING: IS IT THE MESSAGE...OR THE AUDIENCE? - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2009\/11\/radio-message-or-audience\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO ADVERTISING: IS IT THE MESSAGE...OR THE AUDIENCE? - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"A Loyal Reader takes issue with my statement that in the world of Direct Marketing, the two most important factors in the success of any campaign are: The offer (the contents of the ‘commercial’) and The list (the people to whom the offer is being made). 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