Re: Ibiquity's "Gag Order" on engineers

dxAce wrote:

D Peter Maus wrote:

David Eduardo wrote:
Nowhere does a radio station have an opportunity to change the
creative, the demo or the appropriate media.
David, it happens every day.

Give you an example:

When I was Production Director for CBS Radio, in Chicago, I
went with the sales mangler of the Country station, WUSN, to a meeting
with the head of the in-house agency at Pepsico to hopefully get them
off their hard'No Country' bias and buy the station. The meeting didn't
go well. The rep came out with figures, demographic breakdowns and
perceptuals that told us we were pissing in the wind with Pepsi drinkers.

On the way back to the station, sitting in delightful Kennedy
mid-afternoon traffic so we had a lot of time, we hatched an idea.

If the numbers weren't going to support us, we'd sell against
them with something else....exactly as both of us had learned working in
smaller markets.

I wrote, produced, appeared in, and narrated a 2 minute 45
second A/V presentation that told a different story. Not one statistic.
Not one figure. Not one demographic breakdown. Not one ratings book,
perceptual study or even testimonial.

What was on the screen was picture after picture of Country
music fans at concerts, music festivals, and meet-and-greets with cups
and cans bearing the Pepsi logo. None were staged. They'd been taken
over the previous 12 months at station appearances. And they were
progressively larger numbers of people drinking Pepsi on the screen.
First one, then two...three....you get the idea...until we got to crowd
shots at Country Thunder, and the Country Music Festival put on by the
City of Chicago. The second to last shot was of 10,000 screaming Country
Music fans. Many with visible Pepsi cups and cans taken with the Pepsi
mobile display van visible at the back of the crowd.

The copy went through the history of Pepsi, and Country music
and ended with the line just as that near final shot came up:

"And yet for some reason, the company thinks that Country
Music listenerd don't drink Pepsi.

"What, are you KIDDING?"

At which point the screen went dark, and a picture of a Coca
Cola truck pulling into Lamb's Farm appeared on the screen.

It was a whole different meeting, that day. No figures, no
statistics, no double talk.

But we did leave the buildling with a pretty decent buy and
Pepsi signed on as a co-sponsor of the US 99 Family Day Jamboree at
Lamb's Farm.

Yes, David, radio stations DO have the opportunity to change
the creative, the demo or the appropriate media.

I've done it. I've been involved in meetings with agencies and
agency reps for Mercedes-Benz, Cheseborough-Ponds, Proctor and Gamble,
Ford, GM, Chrysler. An amazing meeting in Atlanta with Coca-Cola. Yes,
it does happen, Brother David.

It happens every day.

It's one of the reasons you have a sales force.

If you're not availing yourself of the resources, that's not
the medium's fault. It's not the agencies fault. It's not the client's
fault. It's YOUR fault.

With your experience and with your resources, you can make
this difference. All you have to do is stop 'third circling' and see a way.

The idea of a 55+ radio station trying to get P&G to change product
design, packaging and marketing so they can get on a buy is actually
somewhat humorous.
The idea of a Radio Station trying to get P&G to change a
product design and packaging, IS rather humorous. You'll notice I didn't
suggest it. I suggested changing the pitch.

And THAT happens every day.

C'mon, David, you really are smarter than this.

No, he's not, he's merely nothing more than a sad little pathological SOB who
will lie at the drop of a sombrero.

You can take that to the bank.

And, I invite him to prove me wrong. He can't do that.



What I've noticed in the last 48 hours...is that he's not addressed a single point I've made. Only cut off discussion at a point where he can fall back on 'the way things have always been.'

It's not uncommon for a PD to take that tack, though. It comes with the office.

.

Relevant Pages

  • Re: Ibiquitys "Gag Order" on engineers
    ... went with the sales mangler of the Country station, WUSN, to a meeting ... off their hard'No Country' bias and buy the station. ... perceptuals that told us we were pissing in the wind with Pepsi drinkers. ...
    (rec.radio.shortwave)
  • Re: Ibiquitys "Gag Order" on engineers
    ... went with the sales mangler of the Country station, WUSN, to a meeting ... off their hard'No Country' bias and buy the station. ... perceptuals that told us we were pissing in the wind with Pepsi drinkers. ...
    (rec.radio.shortwave)
  • Re: Ibiquitys "Gag Order" on engineers
    ... David, it happens every day. ... off their hard'No Country' bias and buy the station. ... perceptuals that told us we were pissing in the wind with Pepsi drinkers. ...
    (rec.radio.shortwave)
  • Re: Ibiquitys "Gag Order" on engineers
    ... David, it happens every day. ... off their hard'No Country' bias and buy the station. ... perceptuals that told us we were pissing in the wind with Pepsi drinkers. ...
    (rec.radio.shortwave)
  • Re: Ibiquitys "Gag Order" on engineers
    ... When I was Production Director for CBS Radio, in Chicago, I went with the sales mangler of the Country station, WUSN, to a meeting with the head of the in-house agency at Pepsico to hopefully get them off their hard'No Country' bias and buy the station. ... What was on the screen was picture after picture of Country music fans at concerts, music festivals, and meet-and-greets with cups and cans bearing the Pepsi logo. ... If you're not availing yourself of the resources, that's not the medium's fault. ...
    (rec.radio.shortwave)