When I was a kid we gathered around the TV faithfully to watch the Waltons. That’s where I first learned that before television, kids sat on the floor and stared at the radio. And during that one hour radio show, there were commercials. That’s when John Boy could get up and pee.
I know that many credit unions still create radio ads – especially in smaller markets where it’s super cheap to broadcast. And I know that in some parts of the world – there probably are a lot of radio listeners.
But for the tech savvy Gen Yers in America- it’s Pandora on their iPhone plugged into the auxiliary jack in their car. The greatest invention since the cup holder (and shredded cheese in a bag) is the iPod jack. I can avoid those annoying radio ads and control my music. The irony? I just bought a radio with an iPod jack. What the What?
A dear friend of mine sent me this link last week Traditional Marketing Isn’t Dead Just Yet…..in the article they try to motivate you to keep on investing in old marketing with this statement:
Traditional (or disruptive) marketing still has tremendous reach. Instead of targeting small communities on the web, traditional marketing reaches a broad audience.
Wow. If that isn’t a glowing endorsement for social media – I don’t know what is.
If your goal is to attract a younger audience, radio is not the way – I don’t care what your media buyer says – it’s their job to spew stats. I guess I’ve always had a problem with the math of a media buy. Sure, the Top-20 station’s typical target is the coveted 16-24 year market – BUT – do they listen? Do they care? Will they buy what you have to sell?
RIP Radio ad. You were fun to write, produce and hear in my car, but it’s time to go.
The 2020 Vision of Marketing 
2 comments
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November 30, 2009 at 7:11 pm
Kelley Parks
Denise – I’m really enjoying your series here about the Death of Marketing. For me it’s bittersweet. I spend my childhood dreaming of one day creating clever SuperBowl ads and staying up all night before the big pitch of the creative idea. (You know just like Heather Locklear minus the evil personality that came with the hair flip). I can’t help but morn for the loss of tradition, but at the same time I find myself energized at the notion that we are on the cusp of something even greater.
I just can’t think of a more fascinating, more interesting, and more creative time to help reshape the world of marketing by throwing out the rule books. I feel like a kid with a fresh pack of crayons and a white piece of paper.
And it seems to be happening at the same time when the world is waking back up to the importance of trust, community and thrift. So, as we stand at this cross-roads, could there be a better time to be a CU marketer? The world is with us once again. Our values match that of consumers and the ability to be a grass roots movement again just became a reality.
RIP Traditional Media. I will miss you. But I’m looking forward to the reincarnation of something more human and authentic. And a game that credit unions can finally play exceptionally well.
November 30, 2009 at 9:21 pm
Denise Wymore
Kelley,
Thank you so much for your comment. You said so eloquently what I’ve been trying to convey. Traditional marketing was fun and definitely served its purpose but we are waiting for – the reincarnation of something more human and authentic.