Monday Memo: Listeners’ Mindset, Advertisers’ Message

| October 26, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Underway now: “10 Days. Infinite Possibilities.”  It’s the NAB/New York convention, perennially packing the Javits Center; but – like other events – now gone-virtual, at nabshow.com/ny2020/ . And if you’re just finding out about this, you’re not late. Sessions are available on-demand.

You might not know of NAB/New York, because it’s not a radio show per se. It’s about where-the-puck-is-going in an increasingly crowded media mix where 100-year-old radio needs to remain nimble.

Shifting from Navigating the “Crisis” to Navigating the “Recovery.”

Notwithstanding the president’s hope that “pandemic fatigue” will buoy his claim that “We’ve turned the corner,” survey data presented by Carat USA SVP Rachel Starr fleshes-out Americans’ actual frame-of-mind:

  • 21% are still experiencing “Initial Shock: The outbreak is spreading. I am uncertain about how it might impact my day to day life. I am feeling confusion, fear or anger about preparing.”
  • 26% are “Coming to grips: I am modifying my daily routine. There are moments of frustration and anxiety, but I’m trying to focus ono what I can control.”
  • 32% are “Living a new normal: I am moving towards setting a new routine while the outbreak is evolving. My routine is starting to feel familiar.”
  • 12% are “Moving into recovery: I feel like there has been progress to reduce the outbreak in the nation and my community. I am slowly starting the journey back to my normal routines and schedules.”
  • Only 8% feel they are living a “Post-coronavirus life: I am fully reconnected to work and life without having the threat of the outbreak hanging over me. I am back to my routine from before.’

Accordingly…

What our clients should be saying?

Consumers want “advertising that reflects the ACTIONS brands are taking to evolve to meet new needs, protect employees and consumers and better their community:”

  • 50% surveyed like “ads showing how a company is evolving to meet people’s new needs during the crisis.”
  • 48% like ads “showing how a company is adapting to better protect customers/employees.”
  • 47%: “Ads showing goodwill/cause-related responses to the crisis.”
  • 32%: “Ads that are unrelated to the crisis.”

“Terrestrial radio is a mass reach medium delivering audio content to passionate listeners across multiple platforms.”

Rachel’s colleague Diana Anderson, SVP/Network Audio notes that AM/FM “has been trending down for the last five years,” but “still leads all platforms in daily reach.”

LOCAL cred’ remains key: “Personalities serve as influencers for core listeners.”

  • So advantage-YOU if your robotic competition sounds-it.
  • Empathy for listeners’ mindset – detailed above – is critical.

As is technique: On YouTube, search “Holland Cooke Make Money With Endorsement Spots” for specific, proven tactics for improving your advertisers’ results.

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. He is the author of the E-book “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books (click the banner on this page).  And he hosts “The Big Picture” TV show Friday nights at 7ET on RT America.  Follow HC on Twitter @HollandCooke

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Category: Advice

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