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Lessons for Radio from a World Class Brand: The San Diego Zoo
August 6, 2013
Have an opinion? Add your comment below. Wait, what could radio broadcasters possibly learn from a Zoo? Ask the folks at hivio (hivio.com), the radio ideas festival, because this turned out to be one of the most popular conversations from the event, and it had the room buzzing. Michael Warburton is Brand Manager of San Diego Zoo Global (sandiegozoo.org), a world-class brand. In this conversation with Mark Ramsey (markramseymedia.com), Mike lays out the strategy for the Zoo's brands and what radio broadcasters can learn from it. Some highlights: - How legendary brands can keep fresh - Why bother to go beyond "good enough" in all the actions of your brand (hint: Because the extra effort matters to fans and they appreciate it) - Why "radio" means something very specific and might be the wrong name for something like "IHeartRadio" (around 19:00) - Why radio should return to being more "theater of the mind" - If you know who your audience is, radio, then make content for them! Take a risk! - Why radio stations are all wrong in the way they reach out to brands like the Zoo's ("It's the same pitch every year - plus banners") (around 23:00) - The importance of getting people - fans - to tell your story in their own words Thanks to Michael for his great feedback! Now, go visit the San Diego Zoo and Wild Animal Park!
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If you know who your audience is, then make content for them! Take a risk!
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