Loading ...Advertising to Generation Y - by Bob Quick
We really need to take a long hard look at how we market to Generation Y. The classic “scream at the listener” car dealer-type commercial does not ring true to this generation. Who likes to be yelled at? Just as Top 40 jocks have dropped their screaming style of delivery from the 1980’s (see Ryan Seacrest), we need to find more subtle ways to write and produce copy.
Product placement seems to be one of the ways we can market unobtrusively to Gen Y. Look at the success of American Idol. Coke & Ford have taken product placement to a new level with that show, to the point where the host, judges and even the contestants make fun of it. Their audience knows that the show is making money from product placement and yet they are in on the joke. A little “thumb your nose at the establishment” fun without being overbearing.
Sports fans are completely comfortable with corporate sponsorship. Every stadium and arena in the country has a corporate name associated with it. NASCAR is unabashedly unafraid of selling every inch of photogenic space available. Every race has a naming sponsor and sometimes two. Think about it the next time you are watching an NFL game live from FedEx Field or the Allstate 400 at the Brickyard presented by Ford.
I’m hearing more and more stations taking advantage of this by selling the naming rights to their on-air and on-site promotions, promotional vehicles, studios and even morning shows. I think they are on the right track. But there is more we can do to innovate radio advertising.
Lets cut back on the traditional spot sales we make. Ween our hourly unit load back to a reasonable amount, say eight units or less and sell live spots and sponsorships.
What would be wrong with selling the intro talkup of the latest Coldplay song? A trendy club, a music friendly client or even a record store (do they still exist) would be great targets for this type of product placement.
And think of how creative our production staffs could be with fewer, but higher quality spots to produce. That in itself is worth the effort, to make even our commercials a “can’t miss” portion of our programming.
Following in the footsteps of entertainment moguls like Bob Iger (CEO, The Disney Corp.), Steve Goldstein (SVP/Programming, Saga Communications) and Gavin MacLeod (of TV’s “Love Boat”)…Bob is a 1992 Ithaca College, School of Communications graduate. Making a name for himself in markets like Binghamton, Elmira and Ithaca, NY plus the barbecue hotbed of Columbus, GA…Bob is a 20-year programmer that’s provided a good living for his family working in small markets and has never been fired. Bob knows that stations in small and medium markets, where your clients are also your listeners, must be ran differently than big market stations. That’s why, as Chief Consultant Officer at Quick Radio Consulting, Bob Quick is “the Medium and Small Market Expert!”
(2 votes, average: 4.5 out of 5)
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3 responses so far ↓
1 Elena Perez // Jul 23, 2008 at 6:08 am
Bob, great point you’ve raised here. As listener expectations of advertising evolve, so should the advertising…
2 Vic Carr // Sep 10, 2008 at 6:09 pm
You are comparing apples to oranges.National company logos have distinct colors and graphics that VIEWERS recognize.Local audio advertisers seldom have a slogan that a LISTENER has heard let alone seen.
‘to make even our commercials a “can’t miss” portion of our programming.’
I hope what I’m about to write doesn’t come as a news flash to you, job one at every radio station is to make ‘even our commercials’ can’t miss for our sponsors.
May We Prosper,
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