Broadcast Advertising vs: Digital Streaming Media a.ka. yesterday's stuff vs: today's stuff
Advertising is everywhere. Today's electronics and Internet filled world provides too much advertising. We are surrounded by advertising—it's all around us, all the time, with all the mass market information.
As price of advertising declines it's becoming much more targeted towards specific individuals.
Advertising is about location, and price.
Digital media is more specific and can accomplish different things.
It is about finance details, model comparison, model features and benefits, services, meetings.
Field Messages, also known as Digital Streming Media are not viewed as advertising. They are not broadcast, therefore not always available and do not apply to every customer. They are created and sent to provide one answer to one customer. You can think of field messages as repeatable radio advertising, with only one person listening -- and they can both see and hear the message. Here's a personal message example:
Where are field messages used:
Retail. Field finance messages apply to the mortgage and loan and banking industry. to home cleaning, repair, water and smoke damage, insurance. Every sales application.
Here's a sample: 
Within each type or category there are introduction, request for meeting, telephone call follow up, perhaps dozens of thank you messages, requests for referral.
Radio industry business assumptions:
Every radio station wants to get into streaming their broadcast audio and place information on their web pages.
The assumption is that there's listeners and money there.
If you have observed industry and technology changes you probably are already uncomfortable.
Webpages are quiet.
Field messages are what you have been waiting for because they build on radio's audio skills.
Leadership:
If you are responsible for business development, meeting or exceeding 2012 sales forecast, or for station profitability, then use this document as a starting point. To affect change within your company you need the skills to create new media and distribute examples. Here's a leadership message:
How are Field Messages built:
The story starts with a business need or application, and a script about that specific message. The script is recorded and lightly edited and background music is added and the sentences are timed. Images are selected that confirm the script message. Shockwave sprites are added for visual interest. Text is laid on top of blank image areas to confirm the audio message, what's being said and being seen.
A shockwave flash file is created, and a specified quality video (high-def, presentation, or small screen). A DVD is created if desired. Medium quality videos are uploaded to YouTube. The field message show was placed on top of a background panel image and placed in a control environment and a tracking environment. the package is loaded into the messaging account and the user's contact information is automatically placed on top of the show or on top of the panel. Play show button is created, a sample e-mail is placed in the messaging account, the Lite Messaging green button is pushed and every user receives their new show and show package.
How are Field Messages sold?
By use. By example. Don't expect to sell field messages as a 'hard' sales conversation. Your sales team needs to use field messages to get appointments and explain advantages of the personal digial message business. Expect the purchase opportunity and options to be discussed along with existin radio advertising business. A customer needs field messages they will recognize 1) you are using a field message and 2) ask a few questions.
How can Field Messages be used by Manufacturing?
Direct product sales uses everthing they can, viewed as effective business technique: phone calls, face to face meetings, e-mail and CRM software. If it's important enough they may create their own video. Rich media has a positive effect!
Everyone will be impressed at how effectively it gets the message across. 
what is the synergy of radio adopting digital field messages?
A local radio station is a familar business in the community. As a local business leader you should be comfortable experimenting with both traditional and new media formats.
For locally owned stations there's a need to compete against national trends.
Pricing:
should be relatively inexpensive compared with a broadcast advertising campaign, and postitioned as an application package to accomplish a task.
priced at $1500 per show. first messaging account is free, which will enable basic services. additional messaging accounts (per office or per individual salesperson or sales team) priced at $150 a year.
Do-it-yourself or have your staff create field messages?
depends how much other business your technical staff is currently handling and if they have the flexibility to transition to streaming media and a new business model. an outside vendor (such as Quickshow) allows fast implementation, learning by doing and transition to internal staff when supported financially.
What programming tools should your technical team use?
Adobe Flash creator, Dreamweaver for e-mail, php script control language, xml memory files, mySQL database JAVA display.
Usability requirements:
Image Quality is critical. Click for an example: Messages must be rock-solid, non-editable, saved in multiple formats and media, withstand multiple handling and forwarding, and a universal format or or a converged technology.
Each Digital Stream must quickly and dependably play and perform on low bandwidth network connections and poorly configured computer equipment, cause no blow back to the radio station.
Business media inertia?
Field messages are not classic radio broadcast.
As radio shifts from the air to the stream, how will you be able to keep track of changing laws to adapt to this "Wild, Wild West" of media?
Is it your responsiblity to maintain the legacy of radio is an audio only broadcast media?
Should you continue to grow your classic radio business as much as you can?
Of course!
If you change your perspective, you may wind up changing how you look at your purpose.
Broadcast expenses:
it's expensive to own or lease a transmitter and pay electric and content bills. it's a sunk cost.
It's even more expensive to invest millions of dollars in streaming and digital radio products betting that there will be a return on your investment.
If you grow your advertising sales in profitable areas, it won't matter where your sales income comes from. The only measure of success will be that you controled your broadcast expenses, that you are growing and expanding your sales revenue.
and thriving and successful message creator.
Format:
Radio stations choose a format, country, rock 'n roll, urban, talk radio, progressive or conservative. With field messages your radio format is independent of the message is your customers want you to create. They may want the same message with four different background music themes.
Should you offer a business messaging product?
If you don't make the transition and provide a unique high-value business message solution, in non-radio format, someone else will. Then what options will be left for your radio station?
Advanced features:
User survey, multiple shows playing in sequence, stopping and branching, advanced interactive features, digital streaming media from Quickshow does it all:
Raw Emotional messages? Try this one:
katrina story, get a hanky!!!!!
Dropping radio:
(excerpted from Radio Ink magazine)
Radio just got dropped by Clear Channel Radio: It's now Clear Channel Media and Entertainment.
I suspect the reaction from some will be negative. Some will say Clear Channel doesn't care about radio anymore. Others will say it signals that radio is dead. There will be a thousand opinions about this change. fact is if all you have is a radio broadcast message, it's a less significant signal than it's been in the recent past.
When you are ready to see and hear more about Field Messages, click one of the PlayShow buttons below. |
