Comparison :: Advertising
Advertising is 'way PAST saturation. It is everywhere! It's been around forever.
Advertising reminds us of a need or problem.
Every consumer knows that advertising is full of half-truths, come-on messages, bait and switch tactics.
It is well understood by every consumer that advertising is noise-- with an itch message we're 'sposed to scratch.
Even as the value of advertising continues to decline, there's ever more and more and more advertising.
It surrounds us all the time, with all the appeal of a toothache.
Comparison :: Field Messages
Field Messages are scarce. One time use per customer. The are delivered face to face or in a virtual face to face environment.
Field Messages are NOT mass media to the world. A field message is
not always available. They are provided just when and if the customer wants the information, just the 'short message' that stays with a single topic.
Field Messages are not Advertising.
After advertsing has done its job, field messages begin.
Field messages are used to develop a relationship. Field messages provide information. Provide answers to problems. Assist during part of the purchase process. Set up the next step. Field messages are about expanding a relationship.
It sure is interesting that advertising media hasn't figured the difference between waving arms, I'm over here, we have low prices and bright lights, and having a conversation. Advertising leaves the complexity of customer relationship to a sales person, web page, constant contact, CRM software and such.
Example:
If no one knows that you sell printers--- advertise.
If YOUR printer has special applications: it creates a high durablity ID / security card, with a 4 year warranty, non-forge image technology, near-field rfid, building access--- you need a targeted field message. 
Quantity of field messages:
Seriously?
How many business message applications are there?
Pick an industry:
Financial and loan services, mortgage, manufacturing, business that purchase radio advertising.
Retail services, personal care, home cleaning and repair services, insurance. 
Then there's: personal introductions, requests for a meeting, meeting or conversation follow up, thank you messages, requests for information. (duhh. it's like asking how many M&Ms fit in the palm of your hand)
How are Field Messages built:
Every show starts with a script.
The script is recorded and lightly edited and background music is added and the sentences are timed.
Images are selected that confirm the script message. Shockwave sprites are added for visual interest. Text is laid on top of blank image areas to confirm the audio message, what's being said and being seen.
*
A shockwave flash file is created, and a specified quality video (high-def, presentation, or small screen). A HD video file is created and burned to DVD if desired. Medium quality video is uploaded to YouTube.
The show is placed on top of a background panel image and placed in a dedicated PURL streaming environment, and tracking is envoked. The package is loaded into the messaging account and the user's contact information is automatically placed on top of the show or on top of the panel.
Play show button is generated, a sample e-mail is placed in the messaging account, if the the Lite Messaging green button is selected every user receives their new show and show package.
>> Everything past the * is automated.
How many days to build a field message and message package?
Five business days or less. Edits less than 2 hours. The Quickshow software handles everything past the * in about 7 seconds.
Do-it-yourself aka have your staff create field messages
Depends on their size and skil level. Also, what other business your technical staff is currently handling.
Do they have the flexibility to transition from traditional Internet and webpage and streaming media to a new format?
Fast start options focus on an outside vendor to get started, allow transition to internal staff when supported financially.
What tools should your technical team use?
Adobe Flash creator, FLEX display, Dreamweaver for html e-mail, php control language, xml memory, JAVA display.
Field messages cost less than radio advertising.
They are used longer, do not expire, last longer. But, there are more of them, so lower price kinda washes out.
No market ?
Remember how good it felt the last time you received personal attention in one-to-one conversation? That's the 'emotional need satisfaction' market.
No market :: Time shift messaging
Thursday, a mortgage broker is asked about fixed rate vs: variable rate loans. The answer is available for the family conversation, at 8:00 p.m. Saturday. Could there be a market for time and distance shifted audio and image information?
Usability requirements:
Messages must be rock-solid, non-editable, available in many formats and media, withstand handling, storage, and forwarding.
Each message must dependably perform well on low bandwidth network connections and poorly configured computer equipment.
Should you continue to grow your classic radio business?
Of course!
How are Field Messages viewed by invoice-paying business customers?
Customers use all forms of advertising they think are effective. Field messages will be viewed as video.
They will factor price, project speed, ease to make changes. And its application.
Format:
Radio stations choose a format: country, rock 'n roll, urban, talk radio, progressive or conservative.
With field messages you are radio format agnostic. Your customers get to select their background music.
Should you offer a business messaging product?
If you don't provide a unique high-value business message solution, in non-radio format, someone else will.
Then, even fewer options will remain for your radio station.
Dropping radio:
(excerpted from Radio Ink magazine)
Radio just got dropped by Clear Channel Radio: It's now Clear Channel Media and Entertainment.
I suspect the reaction from some will be negative. Some will say Clear Channel doesn't care about radio anymore. Others will say it signals that radio is dead. There will be a thousand opinions about this change. fact is if all you have is a radio broadcast message, it's a less significant signal than it's been in the recent past.
Online Ad Spending to Surpass Print for First Time in 2012
(mashable.com) - For the first time in U.S. history, marketers are projected to spend more on online advertising than on advertising in print magazines and newspapers. According to a study released Thursday by eMarketer, online advertising is... FIELD MESSAGES
When you are ready to see and hear more about Field Messages, click one of the PlayShow buttons below. |
