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<\/figure>\n\n\n\nFor March 16-22, 2020 the top 10 on the Media Monitors list are Progressive at 1, Indeed at 2, US Census Bureau at 3, iHeartRadio at 4, McDonald\u2019s at 5, GEICO at 6, Sprint at 7, Centers for Disease Control & Prevention at 8, Allstate at 9 and Skechers at 10.
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With the coronavirus pandemic upending\nAmerican lifestyles, broadcast sales consultant Paul Weyland offered ways to\nkeep current clients on the air and how to approach new businesses and ad\ncategories that aren\u2019t regular radio users. \u201cThis could be our finest hour if\nwe make it so. We should be the heartbeat of our communities,\u201d Weyland said Monday\non a conference call for managers and sales professionals sponsored by the\nAlabama Broadcasters Association. \u201cWe can change the way people see and hear\nwhat\u2019s going on around them in the next six months.\u201d <\/p>\n\n\n\n
To remain relevant in a world of\nsocial distancing, widespread school and business closures and virtually no\nlive sports or entertainment, advertisers need to pivot their on-air messaging\nto how their product or service can make the lives of consumers safer, less\ncomplicated, more convenient and more luxurious, Weyland stressed. Spots need\nto sound more like PSAs than blatant product pitches. Banks, for example, could\nflip their script to relaying stories about how they solve problems for\neveryday people. \u201cThese banks have stories of the way they help people every\nday but we never hear those stories because we\u2019re stuck in the old way of doing\ncommercials,\u201d he said. <\/p>\n\n\n\n
Although many advertisers are\ncancelling or delaying their campaigns, emergencies almost always introduce a\nnew wave of categories to the airwaves. Janitorial services are in demand for\npeople looking to clean and sanitize their home or business. Investment\nadvisors are needed for millions of Americans worried about their 401Ks. And\nwhite collars workers suddenly working from home may need a new laptop or PC or\noffice equipment.<\/p>\n\n\n\n
Most restaurants no longer have\ndine-in service but many have ramped up their takeout and home delivery\noptions. Yet many customers are in the dark about which of their local eateries\nare still open and how to place an order.<\/p>\n\n\n\n
Weyland urged Alabama radio and TV\nsellers to think beyond merely selling a spot schedule and work with local\nbusiness owners to help communicate valuable info to their consumers. That\ncould mean putting local grocery store managers on the air to talk about when\ntoilet paper and paper towels will be back in stock. \u201cHow can we make their\nlives better in an unprecedented crisis like we’re going through now,\u201d Weyland\nasked. \u201cCan we give them more reasons to tune in, so they talk about us when\nthey\u2019re home with their families?\u201d<\/p>\n\n\n\n
For local businesses trying to adapt\nto a radically altered consumer landscape, the human touch is crucial, now more\nthan ever. \u201cMake phone calls like you\u2019ve never made in your life,\u201d Weyland\nsuggested. To get callbacks, leave concise headline-style voicemails with such\nenticements as, \u201cI have the kind of commercial that will keep your business\nafloat.\u201d Or \u201cI have found a hole in your competitor\u2019s strategy.\u201d<\/p>\n\n\n\n
While many news and news\/talk stations have moved into wall-to-wall coverage of the health crisis, music stations should also be breaking in with critical local info and messages from health officials about how they can help flatten the growth curve of the COVID-19 virus. \u201cBe a mirror of what\u2019s happening in the community at large,\u201d Weyland said.
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Articles first published by Media Monitors, <\/em>and Paul Weyland<\/em>, respectfully. With \u201cshelter in place\u201d and \u201cwork from home\u201d the new normal for millions of Americans, […]<\/p>\n","protected":false},"author":3,"featured_media":2094,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2098","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2020\/03\/light-london-adverts-piccadilly-circus-34639-scaled.jpg?fit=2560%2C1707","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/2098","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=2098"}],"version-history":[{"count":6,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/2098\/revisions"}],"predecessor-version":[{"id":2105,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/2098\/revisions\/2105"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/2094"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=2098"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=2098"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=2098"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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