Blogs, the new Radio?

In looking at the development and evolution of the blogosphere it occurs to me that the dynamics of the marketplace are very similar to radio, only better.

Like radio, you never know how many people will be tuning in at any given time. Unlike radio, your message is there waiting for them whenever they decide to show up. The marketplace is demand driven. Blogs are sought out by people seeking specific information and points of view. There is no content "gate keeper". No doubt one political party or the other will soon be pointing out how "unfair" this is and propose some kind of "Balanced Blogging Bill"

Blogs are extremely versatile. I have several areas of interest and enjoy writing, so I have several blogs. Taking a page from the radio advertising play book, I decided to experiment with "call in contests" on one. This morning I posted a question of the day, along with a link to where one could find the answer. The first person to email the correct answer before the deadline wins a free pizza. Of course, the winner would have to be someone close enough to come pick up the prize, which is why it's posted on a locally targeted blog. I'll let you know how it goes.

The marketing opportunities are vast. Sites like PayPerPost.com and Crispads.com can help you make money and/or advertise on other blogs. An ad often consists of being paid to put a link within a blog post or do a review of someone else's blog. Unlike radio, a blog post doesn't go away as soon as it's aired. Who knows how much "airplay" you'll get for your $5.

The blogosphere isn't new, but I believe it's on the verge of becoming HUGE (or HUGER). The potential is tremendous. Once again, Google is ahead of the curve, leading the market in blogging tools and gadgets, not to mention free web space. From here I see the blogosphere branching out into video stations as the technology catches up with demand. Other media could have evolved along side it and taken advantage of the trend, but they seem to be content in trying to fend it off, a lost cause.

Here's something I'd like to see: A radio station that has a site where you can download free (or for 20 cents or so), unrestricted mp3's of up and coming bands. The station uses the download data to determine which songs to play and how often. The bands get great exposure, the consumer gets great new music. The radio station operates not as a radio station, but as a brand name for a particular genre of music. They could sell ads on the website, the radio, even a monthly newsletter or magazine.

As for TV, how about YouTV? An expansion of the "public access" channels. You have a series of channels that feature viewer submitted content. Different channels for different content. 3 minute clips submitted by viewers. The cable or satellite provider also makes individual clips available in the ON DEMAND menu. Again, they use the demand data to determine which videos to replay. Of course they also make the videos available on the web.

The marketing industry shifts back and forth, sometimes favoring distribution channels, sometimes content. At the moment and for the foreseeable future, it looks like Content is King. Hitching your wagon to a particular distribution channel is probably not a good idea.

The Value of Raising Your Profile

Raising your profile in the marketplace, promoting awareness, branding, whatever you'd like to call it, can greatly enhance the effectiveness of your other marketing efforts. How should one go about it? How much of one's budget should one dedicate to it?

Marketing designed to raise your profile or increase awareness of your business includes things like calendars, event marketing, newsletter sponsorship, networking and other activities that primarily make your company name and image visible rather than promoting a specific product or offer. It doesn't have an instantaneous, at least not immediately trackable impact, so many businesses don't recognize it's value. If you ask a customer why they came in today or how they heard about you, they're not likely to say, "well, I saw your logo at the Fun Run and just decided to drop by." But these types of ads do have an impact on the effectiveness of your other ads.

A customer may report that they responded to an offer you placed in the paper. What they may not report, or even be aware of, is that they responded to your newspaper ad because they were familiar with the name or logo. They may not know where they've seen it before, but they have. Consumers are more likely to respond to companies that they've heard of before, than one they're seeing for the first time.

Awareness ads are usually targeted at general audiences. They don't require a tailor-made mailing list or a lot of demographic research. They can be as simple as a logo on a concert or event poster, or a business card ad in the homeowners association newsletter. Networking is another form of profile raising. The idea is to make it more likely that when your company name comes up in conversation, or someone sees one of your other ads they'll say or think "oh yeah, I've heard of those guys".

Think of profile raising or awarenss ads like adding gas treatment to your tank. You'll get more milage out of the rest of your marketing. A good rule of thumb might be around 20% of your ad budget, although it can be less if you use your imagination. A banner can be used again and again, as can car magnets and decals, shirts and hats. Link exchanges with other websites can often be had for free. Co-op marketing can give you wide exposure at a very low cost.

This part of your marketing tool kit can inspire people to seek more information and take a closer look at your other material. Of course you have to be ready to provide the more detailed info when they come looking for it. Have brochures and flyers on hand, ready to email, mail, or hand out upon request. Make sure your employees are up to date on your latest promotions and ready to answer questions.

Good marketing campaigns are like good songs. A nice mix of vague and specific, familiar and new, predictable and unexpected. Strike a chord with the marketplace. Draw them in with a catchy refrain and then give them the lyrics.