... Even (Especially) Right Now
Scott Allen, General Sales Manager
Local Radio Advertising right now - Hit the brakes or mash on the accelerator? The answer depends on where you want to be when life returns to normal. One popular adage says, “When times are good you should advertise. When times are bad you must advertise.”
There are several reasons that advertising is important during times of crisis. I’ll share a couple here.
Probably most important is to project an image of stability to our customers. Peace is the most valuable thing we can offer to customers during times of great uncertainty. It is helpful to let people know what’s changing in our business and why. Customers need us to explain how to do business with us in the new environment. We shouldn’t abandon them to figure things out on their own. If we do, they’ll quickly find another business who is reaching out to them. When normal comes back that will be where they stay. If you want to come out of this with your customer base intact you should talk to a marketing professional about you messaging and about how to advertise in this environment.
When businesses cut back on or eliminate their advertising, the brand loses its “share of mind” with consumers, with the potential of losing current – and possibly future – sales. An increase in “share of voice” typically leads to in an increase in “share of market.” An increase in market share results, with an increase in profits. Accept the fact that the profit will almost certainly come at the end of this crisis. That may also be the time that you need it most. Good advertising will improve how you come out of this. There is no better position than 1st when it comes to the battle for “share of mind”. When you advertise thru a crisis and make improving position a priority. Good advertising will improve how you come out of this.
No sales pitch here but you need to know that local radio is the best way to communicate with your customers right now. Local radio has a connection with our community and your customers that no other medium can match. Local radio stations have personal relationships with your customers…even more personal than your relationship with your customers. We can keep you connected to them at a time when they need you and you need them most.
It is unlikely that any of us are going to come out of this better than we went in. Things are going to be tough but if we continue to talk to our customers along the way there is a 100% chance, we’ll come out of it together. For our customers and listeners sake we’re going to get on the accelerator.