Mason's Morning Minute

Fear Sucks!

"Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders." - Philip Kotler

One mark of a good brand is that you have a certain expectation based on the personality of the brand. True brands become life-like entities that you either love or hate. When the brand doesn’t meet your expectation you can be very upset. That’s why some of you were shocked by the title of this, and some of you weren’t.

A good example of not meeting expectations was at the annual Harley Davidson picnic. For years the hot dogs had been free, but this year they sold them, and gave the money to a charity. Didn’t matter about the charity, it didn’t meet their consumers expectations, so they were upset.

Harley’s most recent advertising campaign, however, is pure Harley. It not only meets expectations, but because it came from the minds and mouths of it’s core consumers, it had a resonance no slick slogan or jingle could replicate.

Based on what they call “road research,” Harley found out its consumers are tired of hearing about the poor economy and war in Iraq, and would rather be out riding their bikes. Now, this isn’t a case of whether that’s right or wrong, Harley is smart enough to leave that out and just concentrate on what the consumer believes. The print ad for the campaign starts out with “We Don’t Do Fear.”

In addition to reflecting their consumers mindset with phrases like “fear sucks,” they are asking them to get involved by going to the web site and write their own rally cry.

This is the kind of thing we in radio should be doing! Reflect your listeners mindset in order to meet or exceed expectations. Respond with a bold statement from their camera angle. Create an opportunity to get involved by co-authoring a movement.

What is on your “consumer’s” minds right now? Are you reflecting that mindset on-air? Or is it just time for the 9th caller?

A Change Manifesto

“It is easy to dodge our responsibilities, but we cannot dodge the consequences of dodging our responsibilities.” - Josiah Charles Stamp (English Economist)

Last week, in response to my riffing about Wall Street radio, someone replied by asking me what the solution is. They pointed out that complaining without a solution isn’t very productive. So I’ve given it some thought, and suggest this 5 point Change Manifesto:

1. Give the radio station back to radio people. Your “Wall Street” model isn’t working. Radio simply can’t provide the kind of sustainable growth that Wall Street needs for success. Move the financial types aside and let the true radio people back in before it’s too late.

2. Put the listeners first. I never did figure out how ignoring the primary consumer was going to create a stronger industry, and it hasn’t. Why is TSL down across the country and we see so many reports of dissatisfaction with radio? Because we’ve forgotten that in order to provide value to the share holder we first have to provide value to the listener. Once we’ve provided value to the listener we’ll be able to provide value to the client. Only after those two constituencies have been satisfied will we be able to provide value to the share holder.

3. Allow us to sell radio as if it has value instead of “price per pound.” Your way has presented years of radio revenue downtrends, and it’s only getting worse. Unless you’re ready to take a major haircut when you sell the stations, you’d better let the salespeople know they’re valuable to your operation.

4. Invest in growing a stronger industry. Can’t the captains of the industry understand that if the tide comes in all boats rise, and that if we’d start working together we might accomplish more. You corporate MBA’s are supposed to be smart, so look up the word investment.

5. Quit blaming your people Whether you succeed or fail isn’t the result of an Excel spreadsheet, it’s because of the people you have on your team, at every level. So stop acting as if it’s their fault you’re failing. Didn’t someone once say that if you’re pointing your finger at someone there are still four fingers pointing back to you?

In researching this I found an article Eric Rhoads had published in December of 2001, a very tough time for radio. Perhaps more people should take a second look at it.