{"id":2205,"date":"2020-05-14T12:26:18","date_gmt":"2020-05-14T02:26:18","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=2205"},"modified":"2020-05-14T12:26:22","modified_gmt":"2020-05-14T02:26:22","slug":"whats-your-coronavirus-message","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/whats-your-coronavirus-message\/","title":{"rendered":"What\u2019s Your Coronavirus Message?"},"content":{"rendered":"\n

By Andy Beaubien, BPR<\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

A recent article in Marketing Week magazine entitled, \u201cAll the generic coronavirus ads are a waste of time and budget<\/strong><\/a>\u201d<\/strong> sums up the problem with most coronavirus ads in one sentence: <\/p>\n\n\n\n

There\u2019s probably no reason to ditch your old creative\nbecause of coronavirus, but if you do, your new ad needs to be distinctive and\navoid the bland clich\u00e9s brands are currently churning out.<\/em><\/p>\n\n\n\n

By now you have heard pandemic-themed ads which are usually delivered\nin a warm and sensitive style with soft music in the background: \u201cDuring these\ndifficult times, we must work together to keep our communities strong, do all\nthat we can to protect those in need and support the men and women working to\nkeep our families safe.\u201d Regardless of whether the sponsor of the ad is a bank,\na restaurant chain, an auto dealer or an airline, the message is always the\nsame. <\/p>\n\n\n\n

Why is this generic marketing message not working? The\nMarketing Week article suggests that widespread repetition of a generic message\ncauses the consumer to simply stop listening. Its impact is minimal and\ndecreases with each repetition. The problem is not in the message itself.  The weakness derives from the fact that\neveryone is saying the same thing and trying to link the message to a wide\nvariety of unrelated products and brands. <\/p>\n\n\n\n

The lesson for radio is simple. Generic messages have never\nworked for us. We have all come across slogans such as \u201cChicago\u2019s Music Station\u201d\nor \u201cXXX-The Station for You\u201d. These slogans beg the question, \u201cIs there only\none music station in Chicago?\u201d or \u201cCan XXX be the station for me and for\neveryone else who sees this billboard?\u201d<\/p>\n\n\n\n

If you choose to use a slogan that speaks to these extraordinary\ntimes, be sure that the message is unique to your radio station\u2019s brand.\nPromote specific programs on air that address the current needs and concerns of\nthe listener. Use your marketing tools to explain what your station is doing to\nhelp its listeners whether they are first responders or persons in elder care\nfacilities. Promote charitable food services for persons who can no longer\nafford to feed their families. In brief, talk about the things that your\nstation is doing to help. As always, actions do speak louder than words. <\/p>\n\n\n\n

And finally, continue to also use the marketing message that you were using prior to the pandemic. Your brand slogan is still valid and continues to be the primary reason that people are listening to your station. If you were Manchester\u2019s Classic Rock Station prior to the crisis, you are still Manchester\u2019s Classic Rock Station today.

<\/p>\n","protected":false},"excerpt":{"rendered":"

By Andy Beaubien, BPR A recent article in Marketing Week magazine entitled, \u201cAll the generic […]<\/p>\n","protected":false},"author":3,"featured_media":2197,"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-2205","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\/05\/abundance-achievement-advertising-bank-623046.jpg?fit=1920%2C1280","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/2205","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=2205"}],"version-history":[{"count":2,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/2205\/revisions"}],"predecessor-version":[{"id":2211,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/2205\/revisions\/2211"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/2197"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=2205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=2205"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=2205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}