All together I have spent 25+ years in the radio business with a couple of breaks. I started as a teenage disc-jockey and moved into the advertising and marketing world which I found fascinating.
Radio uses push marketing methods. In order to get the free music, they will push advertising messages out too.
Television broadcasting works this way too. Newspapers also use push marketing methods… you want to read the news, then you have to page thru the ads too.
Yellow Pages is not push marketing. I don’t know of anyone who has casually paged thru the phone book as a source of entertainment.
The selling point for yellow pages sales reps was, the book was the place people go to find a business to spend money with to solve problems. Once you pick up the book, you are ready to spend.
Technology however has made the phone book and the yellow pages outdated. When we want an answer, we Google it. The web and search engines are replacing the yellow pages as the source for finding information and answers.
The other reason I switched careers, I believe in the methods used by my team at Cirrus ABS which combines sound technology, solid strategic planning and analytics to measure the results.
Our Sunday Seth talks more about this:
Most of us are happily obsessed with the economy of money. We earn it and we spend it and we generally pay attention to what things cost.
Certainly, salespeople and marketers are truly focused on the price of things, on commissions and shelving allowances and net margin and the cost of goods sold.
With all of these easily measured activity, it’s easy to overlook the fast-growing and ever more important economy based around attention.
“If I alert my entire customer base, how much will this cost me in permission?”
“How much time do we save our customers with a better written manual?”
“When we fail to ask for (and reward) the privilege of following up, are we wasting permission?”
“Does launching this product to an audience of stangers waste the attention we’re going to have to buy?”
Attention is a bit like real estate, in that they’re not making any more of it. Unlike real estate, though, it keeps going up in value.