For those of you who anxiously await the arrival of our latest blog posts, we apologize for the delay. Unfortunately, Mr. Gustav and Mr. Ike decided to stop by for an unexpected visit, and things got a little messy here on the Gulf Coast Highway. So, in honor of recent events I thought it would be a good idea to take a break from our normally scheduled program of brand insight to talk about our recent adventures.
Fortunately, and I mean very fortunately, our immediate area of Lafayette was spared from annihilation from Gustav. Side note: Was it just me, or did the guys on the Weather Channel seem disappointed, if not completely annoyed that the storm wasn’t bigger? Other areas further south though did not fare as well and are still in the process of recovering. Ike was kind enough to only pass through on its way to Texas, but the havoc it left there will be felt for many years to come.
The good news during these events was that our Government seemed to have learned from mistakes of the past, managing to evacuate all those in harms way.
It has been two weeks since Gustav hit, and other than the stacks of fallen debris from the trees that line our streets, everything for the most part is back to normal. Kids are back in school, businesses are re-opened, and life has regained its step. I hope Texas finds the same normalcy in the days to come.
While this article has little to do with branding, there is one particular note of interest that warrants mentioning. It has to do with a local DJ here that I feel embodies the very best of branding. His on air name is Fast Eddie, and he normally works the morning shift at KQIS here in Lafayette – but during the hurricane, Fast was transformed into a lifeline for thousands of people who were either displaced or hunkered down as they rode out the storm. I say transformed because he went from a fun morning jock, to a calm and reassuring voice of information – delivering updates for what seemed like days on end with no break. He didn’t deliver this information as a professional newsman, but moreover, as a trusted friend – who understood the fear, anxiety and frustrations of his listeners. It was honest, real and refreshing, and while it was obviously not his intended goal – I feel he did more for his brand and brand of the station than any arbitron rating ever will.
This is not to say that all “regional” media coverage wasn’t on the spot, they were. But for a locally owned station that promises to be a community partner – this was an ideal example of how they showed up when it mattered most. You can tell that during these events it was no longer just a job for Fast - it was something more.
As a proud son of Louisiana, this was unfortunately not my first dance with a hurricane, and I am certain it will not be my last. It is an undeniable truth that we must contend with here on the Gulf Coast, just as on the West Coast they deal with earthquakes and fires, and in the Mid West, random snowstorms and tornadoes that seem to drop from the sky.
Michael Russo
Creative Director
The Russo Group
Showing posts with label radio. Show all posts
Showing posts with label radio. Show all posts
Radio Renaissance
If you’d asked me about radio advertising a few years ago my response would have been, well, it’s less than stellar. After all, radio isn’t nearly as sexy as television and print, right?
But over the years my views of radio have changed considerably, both strategically and creatively. Radio is so often abused and misused, it’s no wonder it has gained such a horrid reputation in the advertising world. Sure, you’ll get plenty of station reps telling you it’s the best thing on the planet, but few agencies regard it as an optimum creative choice.
Chances are if you turn your radio on right now, you’ll probably hear some wacko screaming at you about the big sale on Monday. Or better yet, you’ll find someone who read a book on how to advertise on a budget, who will repeat his company name and phone number at least 5 times within a 60 second spot. Soon you’ll either be tuning him out, flipping the station, or kicking on the ipod.
The thing is, people still love the radio, no matter how bad the advertising is between songs. It’s basically environmental noise to them. It’s soothing in an odd way. The problem – it’s not advertising.
In order to break free from the clutter, you have to dig deep. You have to capture your audience’s attention, and yes, you have to make them interested in what you have to say.
Humor – maybe. Drama – perhaps. Tell their story – always.
Now this part may hurt a bit so prepare yourself – If you are not a trained professional then perhaps it’s time you find someone who is. Yes, I know it’s harsh, but if I don’t tell you, who will? There are people out there who can help. Just pick up the phone and make the call.
Talented copywriters will be standing by.
Michael Russo
Creative Director
The Russo Group
But over the years my views of radio have changed considerably, both strategically and creatively. Radio is so often abused and misused, it’s no wonder it has gained such a horrid reputation in the advertising world. Sure, you’ll get plenty of station reps telling you it’s the best thing on the planet, but few agencies regard it as an optimum creative choice.
Chances are if you turn your radio on right now, you’ll probably hear some wacko screaming at you about the big sale on Monday. Or better yet, you’ll find someone who read a book on how to advertise on a budget, who will repeat his company name and phone number at least 5 times within a 60 second spot. Soon you’ll either be tuning him out, flipping the station, or kicking on the ipod.
The thing is, people still love the radio, no matter how bad the advertising is between songs. It’s basically environmental noise to them. It’s soothing in an odd way. The problem – it’s not advertising.
In order to break free from the clutter, you have to dig deep. You have to capture your audience’s attention, and yes, you have to make them interested in what you have to say.
Humor – maybe. Drama – perhaps. Tell their story – always.
Now this part may hurt a bit so prepare yourself – If you are not a trained professional then perhaps it’s time you find someone who is. Yes, I know it’s harsh, but if I don’t tell you, who will? There are people out there who can help. Just pick up the phone and make the call.
Talented copywriters will be standing by.
Michael Russo
Creative Director
The Russo Group
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