Focusing on our LOCAL presence, being special and creative, and refocusing our sales effort to be effective with the new competition are ingredients we've all used over and over. Yet, the only plan we seem to see right now is cut costs in every direction, and many of the cuts are no doubt going to hinder efforts in these basic opportunities.
Yes keeping or re-building local presence means keeping people in the building on the air and in the streets. Being special and creative also means having the staff to create and execute. Refocusing the sales effort will also take time, good sales folks and a well crafted plan. While there are not many low or no cost solutions here I bet most of you could build a plan and find a way to make it work even in the present tight times.
If there ever was a time to pull it off - it's NOW. With the economy in a holding pattern and so many advertisers rethinking their whole approach Radio has a golden opportunity to come out of the down cycle with a big rush.
No doubt advertisers will be looking for low cost opportunities to get their business' flowing again. Radio to the rescue with huge reach, low costs and so many opportunities to get images and messages to the consumers.
Our biggest problem is that our image is tattered with many advertisers. We are not the new 'sexy' media. But, we are the affordable, big reach, still local, and we can be as creative with the message as well as any other media. That is the message we need to get out there right now. But we need to start building a focused plan on both the local and national level.
Yes we are the underdog in many ways, but just like so many success stories where the underdog pulls out a big win we need to set the table for our wild card team to bring home the winning run. That takes a plan and the team to execute it.
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