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If Radio Was Like Blueberries…

PattsBlueberriesI spent a good half-hour talking to a blueberry farmer the other day. He was passionate, knowledgeable, and eager to discuss the business. He talk about how blueberries are becoming more popular internationally in China and some countries in Africa in addition to North & South America and Australia. He knew all about his competitors both regionally and internationally. He was gracious towards them. He saw them as a teammate in the global distribution, promotion and consumption of blueberries — instead of an evil enemy.

Ever notice we don’t seek out varietals of blueberries? We go to the store and buy blueberries. In fact, there are several dozen popular kinds of blueberries. (I dare you to name two.) But the blueberry industry, the farmers and marketers, focus on getting blueberries in shopping carts and mouths. They aren’t pushing you to eat Bluegold, Chandler, Elliott or Legacy blueberries. Just Blueberries.

What if radio did that?

What if everyone who grew and sold radio was passionate, knowledgeable, and eager to discuss the business?

What if we talked about the growing appetite of radio around the world and the role is plays in people’s lives?

What if we really were knowledgeable about our radio competition home and abroad? And didn’t talk bad about them?

What if we just all came together and encouraged everyone to listen to radio?

What if…?

Happy Birthday, Friend!?

Every year on 9/1 I get a few automated emails from companies I’ve done business with over the years. It’s jarring at first until I realize the date. You see my birthday is actually 1/9.

hb3

My next thought is how they must’ve tasked data entry with a part-timer, an intern or someone who was too busy to be careful. Shame. A small gesture to build a relationship with the customer has actually done quite the opposite. One slip-up of a 1 and a 9 is an eternal reminder that you’re just pretending to care about me, my birthday, our “relationship.” And each year as I shake my head a little stronger I am reminder how very fragile consumer or listener relations really are.

The lesson here is be mindful of your listener’s information. Treat it like diamonds. It is extremely valuable and you likely only get one shot to mine for it. And unlike real gems, if you’re not careful with this it can turn to coal in an instant.