April 14, 2015
Google, one of the largest advertising companies and best known brands in the world, understands they need to spend money advertising themselves.
Plus, even though Google is a data-driven company, they use emotion -- not data -- to sell Google products.
"If we don't make you cry, we fail. It's about emotion, which is bizarre for a tech company."
That's Lorraine Twohill, Google's VP/Global Marketing, and while she wouldn't reveal how much her company has increased its budget for advertising, she does admit the emphasis on emotion is a shift in strategy.
How can Radio not see what is so obvious?
How can we credibly persuade local businesses to spend money marketing their products on our stations when we won't?
How can we ask our talent to make appearances to promote our stations when we won't use our financial resources to market them?
Open your wallets.
Take a page from the Google playbook.
Tell a story. Use emotion, not data in your spot. Make me dance. Make me cry.
Make me notice you.
Invest in growth, dammit!