This blog first appeared on the website of CRN International, where I am the company's Marketing Director.
Hold on. We’ve heard some 300 sessions X 13 years at Advertising
Week preaching the glory of content marketing. Yet there was the
moderator of a radio industry panel asking her CMO panelists what final
message they’d like to leave for a room full of potential radio
It was the invitation for a blatant “pitch” – if that
word is even in the marketing lexicon anymore. Their answers came in
the form of live “spot ads”— much like radio ads often buried within
long commercial stop sets but in this case buried within four days of
(This article first appeared in www.chiefmarketer.com and the Chief Direct Marketer newsletter.)
searching a stock photo library for pictures of a radio will find thousands of
images that conjure up memories of old-time radio. But the audio industry has
transformed beyond recognition, with the most common sources of sound looking
like computer screens, smartphones and car dashboards.
is still a very valuable advertising medium. About 91%, or 245 million, of all
Americans ages 12 and up listen to some form of radio every week, according to
the Radio Advertising Bureau, whether it’s commercial radio, streaming, pure
play, podcast or something else.
This post first appeared on www.crnradio.com, the website for CRN International, a radio marketing company where I am Marketing Director.
“Everyone at Harvard is inventing
something. Harvard undergraduates believe inventing a job is better than
finding a job.”
That’s what Harvard President Larry
Summers told the Winklevoss twins when they whined about Mark Zuckerberg
stealing their idea in the movie, The Social Network. Summers
urged them to “let their imaginations run away with them on a new project.
This blog was first posted byCRN International, for which I am currently Marketing Director.
“I’m a big advocate and supporter of radio; trouble
is, most creative on radio is really bad.”
The head of a multibillion-dollar ad agency
shared that with me between sessions atAdvertising
York. And as much as the show’s organizers tried to break me by instructing 960
speakers to replace every “er” or “uh” with words like content, data,
engagement, storytelling, mobile, programmatic, and collaboration, the CEO’s
candid comment will be the most indelible memory for me, now that I’ve washed
the hand that shook Dan Rather’s.
The principal of my daughter’s elementary school many years ago went on and on at an assembly praising staff members and volunteer parents for a variety of contributions. “I know we tend to thank a lot of people around here and it’s taking a long time,” she said in a friendly, unapologetic tone. “But that’s too bad!” She had an instant fan.
Leadership gurus preach the value and necessity of appropriate praise as a cornerstone to generating intended results. Like pistachio nuts, investments and extra golf balls, it’s one of those things you can’t have enough of.
It was a
discussion among association chapter leaders on how to increase membership. The
usual campaign strategies were mentioned. But for all the tactics, I had a
larger question: What is our value proposition—is it strong enough?
it were, would that matter? Associations are fighting an increasingly tough
battle to engage and keep members, stay relevant, and deliver numbers. Is it
the fault of the associations themselves for their struggles to adapt and
improve with every industry course correction?
A common sequence
surrounding a discussion of ROI in the meetings industry:
- Speaker says measuring ROI is essential for
validating and continuing to have events, as well as helping in many cases
to validate jobs.
- Others nod in agreement.
- Speaker points to statistics indicating most
companies do little or nothing to measure ROI.
- Others nod in agreement, some staring down at
- Speaker encourages and energizes others to go
back to the office, work to penetrate the layers of executive
decision-making, and make ROI a priority.
given the choice at a professional education event, would you rather listen to
an engaging speaker and get a new idea or two, or meet everybody in the room
one-on-one for at least three minutes?
been wrestling with this question, and, as Vice President of Education for
Meeting Professionals International’sGreater New York Chapter
program development, I am most interested in the answer.
tells us compelling topics and charismatic speakers carry the day, draw people
away from their computer screens, and send them merrily into the night.
Between associations pounding the drums in Washington,
advocacy experts spreading the word in forums near and far, andsocial media
offering diverse opinions on what’s right, wrong, what could and should
be done when it comes to elevating the stature of the meetings industry,
there’s only one thing for corporate meetings professionals to do to take the
issue beyond mere words: get a voice in the executive suite.
Some gaudy numbers have been attached to our industry to
confirm its relevance.
It was an inadvertent wake-up call
, initiated by a Wall
Street Journal commentary ripping the meetings industry to shreds. And you know
what? It woke us up!
After Holly Finn’s column referred to meetings as “Bordellos
for the Brain,” we got mad. But we maintained our cool – for the most part. The
outpouring of comments were heartening and on the money. My favorite was from
the Convention Industry Council’s Karen Kotowski who noted in her letter to the
that they chose not to print, “The