Find Me Before You Buy Radio
We're going to take a quick dive into the world of marketing in the radio industry. While it's obvious to the person holding the wallet, in many cases online, it's apparently not to the person(s) behind the radio station.
I'm not sure if it's ego (where station personnel feel they are so popular that putting an easy way to contact them on a web site will draw thousands of unwanted message), or a belief that business has changed so dramatically buyers no longer want to know who it is they are giving money to. But it happens with enough frequency that writing about it occurs here semi-annually.
"These examples are NOT rare finds in the radio industry either. I've come across this reluctance to provide contact info hundreds of times. It's inept marketing magnified."
The specific charge is that many online radio stations fail to: 1) give the name of a contact person; 2) provide an easy way to contact (say, a phone number); 3) list specifics on what it is the buyer will get for their money.
I said this will be quick so here are the examples, and then I'm done.
Would you buy anything from this radio station?
Not only is there no name attached to the above, but when going to the "contact/submit" page a visitor is required to give their own personal information prior to submitting a request that they be contacted
. (Here is another station's contact page
that's equally bad.)
If you think this action is solely that of an amateur enthusiast's online radio station, jump over to Clear Channel's KPBI, Denver's "Advertise With Us" page
These examples are NOT rare finds in the radio industry either. I've come across this reluctance to provide contact info hundreds of times. It's inept marketing magnified.
The radio industry is supposed to be filled with professional marketers, yet it often displays examples of egregious marketing concepts which destroy credibility. Then, like an advertiser after running a poorly-produced radio commercial saying "radio doesn't work," you'll hear the radio industry person complain that "I've tried marketing my station online and it didn't work."
If an advertisers or listener goes through the trouble to find your radio station's contact or advertising page, the least that should be provided is easy access to a person who can help.
Dump the forms. Make names prominent. Provide phone numbers and one-click email contact (to a person).
If you cannot give the person who is contacting you a simple means of understanding what it is their money will buy, you will never get their money. If you do not offer a listener easy access to station personnel, they will cease to listen.
Think about your own visits to a web site. Would you hand over dollars to a page that only says "Buy Now, we'll get back to you soon."
Today's indie artist introduction to internet radio is...
We listen for songs that evoke emotion; fast, slow, female, male, group, it doesn't matter. When an artist has the power to please, they should be given a chance to be heard.
Give Frank Palangi's "I'm Waiting"
Add it to your station playlist, free!
Such is the new world of music distribution.
It's time internet radio programmers take a chance and reach into a huge pile of talent.
It is there that new hit songs will increasingly be found.