[BC] HD on-air promo's heard in KC, MO

[Rich Wood]

------ At 01:06 PM 2/14/2007, Kent Winrich wrote: -------

>But this is marketing 101 here.....
>
>You give them the name first, then supply more information later.

That wasn't taught in any of my marketing classes. It amounts to: "A 
tornado has been spotted bearing down on our county. We'll tell you 
more, later." Without details everyone assumes they'll be hit.

>If you said "this is HD Radio and here is what you need to know about it",
>that would glaze the eyes over of most people.  If you put the name HD Radio
>out there, then support that name with more information, you have a better
>chance of the information sticking.

I've heard all the promos. Not once have I heard a followup 
explanation. The least they can do is let listeners know they need a 
special radio. Otherwise, they've already got what they need. From a 
receiver sales standpoint it's self-defeating. Smart stations would 
turn the promo into a billboard for retailers who sell the things. 
They make some money while they promote the technology. That's Sales 101.

For a short time I heard such billboards from Crutchfield. I've never 
heard a local retailer use his ad time for IBUZ receivers. XM and 
SIRIUS, yes. In that case, there's probably coop money available to the dealer.

Rich