Robert Loggia’s character MacMillan – boss to Tom Hank’s character Josh – as they romp through F.A.O. Schwarz in the movie – BIG
“You Won’t See This In A Marketing Report”
You learn more about a brand – simply by communicating and observing customers.
The brain works in small chunks when it comes to brand recognition.
With 7 slots of short term memory and exposure to over 5,000 ads per day, you retain few visceral images
Of any brand.
Customer panels – focus groups trump data perception studies – every time.
It’s 2019 – what if you could observe though Google Earth – your target customer?
Drill down on what (for example) HER daily routine is like (And how your brand fits).
Zoom down on her kitchen – where, if there’s say – a radio, it is an attachment to an appliance.
She may not even know it is there!
Move the map over a few feet to the dining room – family room – the basement.
No radio – maybe a Smart Speaker. Another device that holds – radio.
Even as you sweep over her bedroom, you won’t find a radio on (which is located inside her alarm clock) as television trumps us in the house nearly every time.
So, in the little time you have her (as you Google Earth her through town – in the car, at work) how will you make an impact?
Try emotional benefits – not mindless attributes.
Craft imaging and messaging – words – with reflective content.
What truly is important to her?
Family – relationships – health.
You WON”T find that – in any report.
Next Up – Beyond Resume
Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and has coached CMA, ACM and Marconi winning talent. Kevin lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonmedia.fm.