I stumbled upon a display of Redhook Ale Brewery’s Audible Ale this past weekend. A beer brewed in conjunction with the Dan Patrick Show that invites you to “fill your passion bucket with the ultimate crushable ale.”
Here’s the description: “Redhook has teamed up with Dan Patrick to brew the ultimate craft beer for watching sports: plenty of flavor and aroma, and crushable enough to make you want another — without making you sloppy by halftime. Listen to your thirst. It’s Audible.”
I can’t tell… is this a radio promotion? A Dan Patrick promotion? A Redhook beer promotion? (For the record, I’ve reached out to Dan Patrick and Redhook for more details on how the partnership came about.)
It really doesn’t matter – it works for all three. For Redhook, it’s a great way to get a new, beer loving audience to try your beer. It’s a great way to get DP fans to think of (and consume) him and his brand when they aren’t listening to him. Beer and sports are natural partners and actually help to reinforce each other’s brands. And a nationwide promotion for a radio show or host of any size is good for branding and exposure.
It made my wife say, “is Dan Patrick even on in Seattle?” He must be, I said. Upon further investigation — no. Actually, he’s not. But, we do like good beer in Seattle, so…
Regardless, I still love the partnership and would encourage radio to use this as an inspiration to think big and find creative ways to leverage brands against each other.
(Yes, it tastes great too. Not as bitter as Dan Patrick, though – <insert rim shot>)
As “radio” attempts to “be everywhere” on all platforms, it is curious that internet radio is embracing the local brands and local content to reach the local listeners.
I saw this bus board while driving around the Fremont neighborhood in Seattle. While non-radio folk may not realize it, this is a TuneIn ad campaign. The ad is selling TuneIn ”The world’s radio from Seattle to Sydney” to Seattle residents by promoting the fact that you can listen to Seattle’s heritage news-talker KIRO Radio through TuneIn – presumably instead of on your terrestrial radio. Not of little significance, KIRO Radio fans are likely in their cars listening to the station or experiencing the station’s very cool app, while being told there’s a new? better? different? way to consume it.
It’s a smart play by TuneIn who can actually afford to buy outdoor campaigns unlike most radio stations not owned by Clear Channel these days. Leveraging the exposure of the local station’s logo is very important for TuneIn and very appealing to the station – it’s not unlike giving candy to a baby. Radio stations just need to understand a stomach ache may soon follow.
Radio stations do not underestimate the value of your brand!
In my opinion, this definitely reinforces the power of the local brands in local communities. Services like TuneIn need these station’s dedicated, loyal, local listeners to build credibility, listening occasions, and drive awareness. Instantly, the association with stations like KIRO gives TuneIn a connection to a community and access to the trust and equity earned by the radio station which can be used to leverage the fan base into the digital platform to explore new, more, and different audio experiences. (Where do you supposed the time for all those new listening experiences comes from?)
Digital Platforms do not overestimate your relevance!
This is KJR-FM‘s billboard a couple blocks away from where I saw the TuneIn bus board. Notice the bottom right corner tags iHeart RADIO and assumes people will know what that means. This is the equivalent of a “blink” in radio and is typically used for iconic brands. No offense, but iHeart RADIO doesn’t quite meet that threshold.
Don’t over-analyze, don’t close your eyes.
Internet radio services are quickly and intentionally blurring the lines between old and new radio and it’s to their advantage to do so. Radio is sexy. Audio is stale. So, providers are trying to convince listeners that audio, regardless of how they consume it is “radio.” And it appears the radio industry is allowing these companies to leverage their heritage brands to do just that. Bully for them.
The radio landscape is evolving and changing each day. Many experts advise you to “be everywhere.” It’s not bad advice, just keep your eyes wide open, be intentional with your decisions to digitally distribute content, respect your listeners, and value the brand you’ve work so hard to build.
For the better part of 10 years, I’ve had the privilege of working with big voice guy Jim Cutler (ESPN Radio Network, E!, Jimmy Kimmel Live, The CW, and gobs of radio and TV stations across the country including 97.3 KIRO FM and 710 ESPN Seattle). Jim and his awesome wife Dawn are on vacation and stopped by the Bonneville Seattle studios yesterday. If Jim wasn’t blessed with a big voice and the talent to use it, he’d likely be a professional photographer. He takes his Nikon everywhere he goes. Last night he brought it to the Mariners v. A’s game and has posted photos on his blog…
Here he is taking some of the pictures…
In a previous blog I interviewed Jim about how what he has learned from photography relates to radio. It’s worth a read if you missed it before…
The other thing that struck me after meeting with Jim and Dawn yesterday is a great reminder that the more often you can work with and talk with people in this industry whose opinions and talents you trust, respect and challenge your own complacency – do it.
Talk show hosts, news anchors, editors, producers, production staff, and programmers need to always know and remember who is consuming the content they are creating. What is your target demo? What news, events, and entertainment were influential and formative in their lives?
If you focus your programming towards a 40-year-old woman or man remember that they were 18 in 1989. That was the same year George Bush Sr. became President, Ted Bundy was executed in Florida, and the Exxon-Valdez spilled 240,000 barrels of oil in Alaska’s Prince William Sound. That was the year Microsoft released its first version of “Office” and Fox debuted a little cartoon show called “The Simpsons.” At the movies, When Harry Met Sally was released along with Back to the Future II, Driving Miss Daisy, Parenthood, and The Little Mermaid. On the radio, these high school seniors were listening to Bobby Brown‘s “My Prerogative,” Paul Abdul’s “Straight Up,” Mike and the Mechanics “The Living Years,” and Madonna’s “Like a Prayer.”
Yet, listen to some news-talk and music radio stations trying to cater to these listeners and the references are still off. I still hear mentions of the Mary Tyler Moore, The Odd Couple and Abbott & Costello. Mary Tyler Moore’s Show was off the air in 1977. It was formative for women who are now in their late 50′s and early 60′s. The Odd Couple came out in 1968. Which means you’re targeting a 61-year-old. Bud Abbott was born in 1897. 114 years ago. Hello radio, it’s time for everyone to update our reference points.
Try this exercise. Let me know how it goes.
I’m staying at the Olive 8 Hyatt in Seattle. It’s a cool, hip, new and proud to be a certifiable green hotel. The people are friendly and accommodating. They have this cool, energy-saving, lighting system which uses your room key to operate. Big, fancy, sliding, mirrored doors conceal the bathroom and closet. I lost track of how many pillows were on the bed, but there are more than anyone person could want or need. The hotel and rooms are open, spacious and make you feel important.
On a practical level, however, it’s not as user friendly. The alarm clock is an hour off and I can’t figure out how to reset it. It also doesn’t light the time up at night, so I can’t see the time when I roll over in the middle of the night. The desk chair I’m sitting at is broken. The seat won’t lift higher than about a foot and a half off the ground. It’s like I’m typing above my head. And I didn’t realize going green meant you could only use 1-ply toilet paper. (Who knew gas stations and rest areas were trend setters in the green movement?)
The lesson here for your radio station or show is to not be so distracted by the bells and whistles that you forget to invest in the the very things that the people you are serving need, want and expect. If you don’t fulfill them, they will go somewhere else to find them.
Hotels and radio stations take heed — It’s not all about the packaging; it’s the content or contents of the package that will keep them coming back.
I’m an unabashed fan of Seth Godin’s books. Some have been very formative in how I go about my life and business and some just made me tilt my head a little as the light flickered on in my head with a new awareness and understanding. His latest book, “Poke the Box,” is an example of how great things come in small packages. It’s a quick read with no chapters per se, just example after example of why you should stop making excuses, whining, contemplating failure and just start doing. He makes a strong case that businesses should have a person dedicated to “starting things” and reward those who fail. The theory is if you’re failing, you’re doing something.
In one example, Godin points at Starbucks. It started at Pike’s Place Market in Seattle as a coffee bean and tea leaf shop. You couldn’t buy a cup of coffee. That wasn’t in the business plan. When Howard Schultz took a trip to Italy and watched the barista make his espresso like an artist on a stage, he knew he was on to something. He brought the idea of baristas and cappuccino to Starbuck’s and they weren’t interested. Schultz’ idea ultimately prevailed, but without starting something and “failing” (selling beans and leafs), Starbucks may have never had happened.
Fail. The more you fail the closer you are to succeeding. Try something. Ship it to market. Get feedback. Tweak it or trash it, make something new and ship again. Repeat. And this is even more important for companies and individuals who have already found some success.
Poke the box. See what works. Be an instigator. Be unconventional. Challenge the status quo. Stir the pot. Stop collecting good ideas and start implementing them.