Comparison against Advertising:
Advertising is 'way PAST saturation. It is everywhere! It's been around forever. It's value is low.
Advertising can remind us of a need or a problem.
Every consumer knows that advertising is full of half-truths, come-on messages, bait and switch tactics.
It is well understood by every consumer that advertising is noise-- with an itch message we're 'sposed to scratch.
As the value of 'effective' advertising declines, there's more advertising filling the gap.
Advertising surrounds us all the time, with all the appeal of a toothache.
Comparison :: Field Messages
Good field messages are scarce. The most effective field messages are provided just when and if the customer wants the information, just the 'short message' that stays with a single topic.
An effective field message can lead to a car purchase. This message establishes need and an emotional value.
Or, the purchase of 1000 special purpose printers. The field message was received and forwarded thoughout the purchase committee. Everyone viewed the message. They shared their opinion, and made the easier purchase.
Or hydralic control modules, six required for each new truck tractor body. The field message provided feature information and helped set up a face to face sales meeting.
Field Messages are definity NOT mass media.
Field Messages follow Advertising.
After advertsing has done its job, field messages begin.
Field messages are used to develop a relationship. They provide follow-on information. Confirm facts. Provide answers to problems. Assist during each part of the purchase process. They set up the next step.
Field messages are about expanding a relationship.
Example:
If no one knows that you sell printers--- advertise.
If YOUR printer has special applications: it creates a high durablity ID / security card, with a 4 year warranty, non-forge image technology, near-field rfid, building access--- you need a targeted field message. 
Quantity of field messages:
Seriously?
How many business message applications are there?
Pick an industry:
Financial and loan services, mortgage, manufacturing, business that purchase radio advertising.
Retail services, personal care, home cleaning and repair services, insurance. 
Then there's: personal introductions, requests for a meeting, meeting or conversation follow up, thank you messages, requests for information. (duhh. it's like asking how many M&Ms fit in the palm of your hand)
Differences
It's interesting that advertising media can't make the transistion from loud noise, bright lights, waving arms, we have low prices, to having a conversation. Advertising leaves the complexity of customer relationship to a sales person, web page, constant contact, CRM software and such.
How are Field Messages built:
Every show starts with a script.
The script is recorded and lightly edited and background music is added and the sentences are timed.
Images are selected that confirm the script message. Shockwave sprites are added for visual interest. Text is laid on top of blank image areas to confirm the audio message, what's being said and being seen.
*
A shockwave flash file is created, and a specified quality video (high-def, presentation, or small screen). A HD video file is created and burned to DVD if desired. Medium quality video is uploaded to YouTube.
The show is placed on top of a background panel image and placed in a dedicated PURL streaming environment, and tracking is envoked. The package is loaded into the messaging account and the user's contact information is automatically placed on top of the show or on top of the panel.
Play show button is generated, a sample e-mail is placed in the messaging account, if the the Lite Messaging green button is selected every user receives their new show and show package.
>> Everything past the * is automated.
How many days to build a field message and message package?
Five business days or less. Edits less than 2 hours. The Quickshow software handles everything past the * in about 7 seconds.
Do-it-yourself (have your staff learn how and create field messages)
Depends on their current skill level and desire to learn. Also, what other activities your technical staff is handling.
Do they have the flexibility to transition from traditional Internet and webpage and social media to yet another new format?
Fast start options focus on an outside vendor to get started, allow transition to internal staff when supported financially.
What tools should your technical team use?
Adobe Flash creator, FLEX display, Dreamweaver for html e-mail, php control language, xml memory, JAVA control.
Field messages cost less than radio advertising.
They do not expire. They last longer. But, there are more of them, so lower price kinda washes out.
No market ?
Remember how good it felt the last time you received personal attention in one-to-one conversation? That's the 'emotional need satisfaction' market.
No market :: Time shift messaging
Today, a mortgage broker is asked about fixed rate vs: variable rate loans. The answer is available for the family conversation, at 8:00 p.m. two days later. Could there be a market for time and distance shifted audio and image information?
Usability requirements:
Messages must be rock-solid, non-editable, available in many formats and media, withstand handling, storage, and forwarding.
Each message must dependably perform well on low bandwidth network connections and poorly configured computer equipment.
Should you continue to grow your classic radio business?
Of course!
How are Field Messages viewed by invoice-paying business customers?
Customers budget for advertising. They use forms of advertising they think are effective.
Field messages will be viewed as a departmental expense. The manager will factor price, project speed, and daily application.
Entertainmnet Format:
Radio stations choose a format: country, rock 'n roll, urban, talk radio, progressive or conservative.
With field messages you are radio format agnostic. Your customers get to each select their background music and gender.
Should you offer a business messaging product?
If you don't provide a high-value business message solution, in non-radio format, someone else will.
Then, even fewer options will remain for your radio sales staff and station.
Dropping radio:
(excerpted from Radio Ink magazine)
Radio just got dropped by Clear Channel Radio: It's now Clear Channel Media and Entertainment.
I suspect the reaction from some will be negative. Some will say Clear Channel doesn't care about radio anymore. Others will say it signals that radio is dead. There will be a thousand opinions about this change. fact is if all you have is a radio broadcast message, it's a less significant signal than it's been in the recent past.
Online Ad Spending to Surpass Print for First Time in 2012
(mashable.com) - For the first time in U.S. history, marketers are projected to spend more on online advertising than on advertising in print magazines and newspapers. According to a study released Thursday by eMarketer, online advertising is... FIELD MESSAGES
When you are ready to see and hear more about Field Messages, click one of the PlayShow buttons below. |
