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SETH GODIN:Radio's Dead End?
CLIENTS: Many moons ago, we
launched a concept for boosting loyalty among radio listeners, with a points driven
program. It ignited an industry. While points for defined activity on a radio
station was the SIZZLE; the STEAK was always the database and it’s leveragability.
Our launch was further emboldened by Mr. Seth Godin, whose book, PERMISSION MARKETING,
changed the game of relationship marketing forever. Slowly but surely, radio stations
started to get that growing database and building long term relationships with
listeners could end run anybody’s ‘killer app’. Seth has a mouthful to say
about radio and it’s future in Mark Ramsey’s 7 DAYS of Seth. As usual,
Ramsey is cutting right to the bone for his clients radio future. Turns out,
Seth’s new book, The
Dip has an earth shaking message for terrestrial radio. Mainly that
it is in the ‘Dip’ of it’s life. You want to hear something
that will rock your wall of denial about radio’s fragility? Listen to Godin
tell you in 3:28 why radio is headed for extinction if we don’t leverage
our current assets for a future position in the listening habits of Americans.
I dare any radio executive on the receiving end of this email to tell me that
Seth is wrong. Listen to him tell you that
the only way radio will ever out run new listener habits is to have an ongoing,
leverageable, relationship with your listeners so that you can deliver content
that is directly germain to their lifestyles. For if you cannot, someone will
do it for them. Your growing database is ready to receive higher levels of permission,
allowing you a deeper relationship with your listener and coveted data for your
advertisers. In four years, WIFI will
be in every new car. Terrestrial radio’s dashboard will share a dramatically
shrinking pie when 20 stations turn into a million. And your dial position will
mean far less. What will mean more is that your turning database to databank
with leveraged permission, from a growing audience, for advertiser and programming
needs. Database and the leverage of it, is radio’s survival kit. Here is Seth’s short,
but potent remark: Click
here to Listen: Seth Godin - Chapter 2: "Is Radio Headed for a Dead End?" For more of Seth Godin’s
take on radio go to: http://www.hear2.com/2007/06/7-days-of-set-1.html jimmy risk |
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