HD Radio Marketing is easy . . .

December 1, 2006

it’s just making the product live up to the marketing that’s hard.

Mark Ramsey at Hear 2.0 answers the latest report about another $250 million pledged to promote HD radio. Mark’s most excellent point –

You can’t expect to win over an audience for a new technology when the motivation for the existence of that technology is based on the needs of an industry rather than an audience.

Back in 2005, the HD people ran a $10,000 contest for radio promos selling HD Radio.

Encouraged by others to enter the contest – I asked myself – how would I promote HD on my radio station – KFOG.

I would talk to our listeners in language that speaks to THEM rather than pumping sunshine up the backsides of the HD execs and it would address how this whole new HD idea would improve our listeners FAVORITE RADIO STATION – not “radio” in general or generically.

So I made a KFOG promo and entered it in the contest. Obviously, it didn’t win or even get acknowledged.  Too local probably.  They awarded the prize to a cute promo that probably made the HD execs and radio insiders feel great about themselves – but wouldn’t sell a single radio.

At least not on KFOG.

Ok – I’m not bitter – really. 😉

Anyway – the really sad part is – I wish I could’ve run my promo on KFOG back then.

Even today, a year later I still can’t run it. Not in good conscious anyway.

I couldn’t run it then, and I can’t run it now because we can’t make the claims made in the promo true (claims that were demanded by the HD people to be included in the copy)

That’s the biggest problem with HD – it’s all marketing (mostly bad) with very little substance (even worse).

I’ve LINKED to the KFOG promo for your enjoyment.

I’m pretty sure I know how to talk about HD with our listeners more effectively than the national “discover it” stuff – but the product actually has to deliver before I do.

I believe it’s going to depend on individual radio stations to make HD relevant to their listeners.

Right now – we’re not set up to do that and another $250 million in inventory wasted on promoting “HD Radio” generically isn’t going to do that either.

This promo has been sitting on my Hard Drive, waiting to become true for over a year now.

Maybe 2007 will be the year the HD radio people will call me and scream with joy – “You can finally run the promo! It’s all true! It’s all 100% true! ”

word.