I wonder if it is risky for stations to use names like "Only station for classic rock" or "only station for the 80s, 90s, and now." To me, it sounds like they are saying "this is the only station in the area with this format and even if we suck, we are the only ones doing it so you're stuck listening to us." Why do stations use that? Examples are WVNS V102.5 in Nashville and KPOI 105.9 in Honolulu. If I were the owner of a station I would not use that slogan.
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Stations using "Only" slogans
- Thread starter icycool7227
- Start date
If it's true, I don't see anything wrong with using "only" in your slogan.
End of the day, whatever your slogan is... Prove It!
End of the day, whatever your slogan is... Prove It!
They are "the only station..." because that's what they want you to think of when you think of them.
Hopefully, it's true, and they aren't lying, but most listeners aren't going deep into the positioning statements to verify truth claims. They just kind of "know it is true or not when they see it."
Hopefully, it's true, and they aren't lying, but most listeners aren't going deep into the positioning statements to verify truth claims. They just kind of "know it is true or not when they see it."
Pretty much all of the slogans/positioning statements are b.s.
We're your #1 for (something.)
We're your ONLY station for (something.)
We're your #1 for (something.)
We're your ONLY station for (something.)
Rico Garcia said:
Actually...end of the day, whatever you slogan is, listeners STILL DON'T CARE.
Play the hits. Stop hyping yourself.
YOU HAVE TO HYPE YOURSELF! MARKETING, BRANDING, PROMOTIONS!
ROCKTHEMIC said:
Gosh, way back in the dark ages there was this TV show with the cowboy character who could muster up this "humble snarl with an attitude": No brag, Just fact.
Will Sonnett?
I grew up in Texas where we knew..... Some people brag, Som people just DO!
Marketing, branding and promotions is a drugstore cowboy thing invented by people who aren't sure they can DO.
ROCKTHEMIC said:
In marketing and branding, you best back up your claims.
We Play the BEST Variety. How many do that?
We're #1!!! How many say that?
We're the ONLY Station
that plays _________. Right, sure!
It's all b.s. and the listeners know it. Besides, nobody like a braggert.
Goat Rodeo Cowboy said:
Marketing, branding and promotion is why we have CocaCola, Crest, Gilette, Charmin, Toyota, Kellog's Corn Flakes, Winston, and Budweiser. And it's why we do not see Royal Crown, Ipana, BurmaShave, Delsey, Nash, Maypo. Old Gold and Black Label.
There's a HUGE difference between legitimately marketing yourself, and empty, mindless hype. Radio is not good at the former. Only the latter. Fix the product first, and THEN market it. And when you market, think creatively. Focus on value and benefit. Talk about what listeners want to hear, not what we want them to know about us.
Ever notice how the coolest kids don't actually have to tell people they're cool? Meanwhile, Radio spends most of its time as the football player whose most impactful contribution to society are the phrases "SPOT!" and "Are you going to eat that?"
Want proof? Check this example:
"Diet Coke: Life Is Good" <---THAT is a slogan. It means something to the consumer. Who doesn't want to feel good?
Now...the radio way of doing that?
"Diet Coke: The Best Variety of Carbonated Water, Artificial Sweetener, and Caramel Color! All weekend long!"
Ugh.
Ever notice how the coolest kids don't actually have to tell people they're cool? Meanwhile, Radio spends most of its time as the football player whose most impactful contribution to society are the phrases "SPOT!" and "Are you going to eat that?"
Want proof? Check this example:
"Diet Coke: Life Is Good" <---THAT is a slogan. It means something to the consumer. Who doesn't want to feel good?
Now...the radio way of doing that?
"Diet Coke: The Best Variety of Carbonated Water, Artificial Sweetener, and Caramel Color! All weekend long!"
Ugh.
I couldn't have said it better, so I won't. BULLSEYE!
Thanks, guys.
Believe it or not, there really are a few of us out there who not only acknowledge the trouble we're in, but are fighting to actually fix it, instead of just complaining that things aren't the way they used to be.
Believe it or not, there really are a few of us out there who not only acknowledge the trouble we're in, but are fighting to actually fix it, instead of just complaining that things aren't the way they used to be.
C
cabradio
Guest
So, can anyone come up with stations that do brand themselves effectively?
Isn't that what the "Kiss", "Bob", "Jack", "Alice" idea was supposed to represent, a brand? Adding refutable liners just dilutes the message.
I think attitude really comes over very well on the air, for good or bad. We mostly get a sense of insecurity from PDs that image their stations by using such lame liners as "The number one station...". Every station can be number one for something.
I'm not to impressed with my market's stations, so I like to listen online. And I almost always pull up CHOM FM in Montreal. Besides the fact that I grew up listening to that station, I still find it one of the best to listen to, as a listener. They have a slogan: "World Class Rock", and their on air presentation reflects that attitude. Nothing to prove to you, they just are.
Isn't that what the "Kiss", "Bob", "Jack", "Alice" idea was supposed to represent, a brand? Adding refutable liners just dilutes the message.
I think attitude really comes over very well on the air, for good or bad. We mostly get a sense of insecurity from PDs that image their stations by using such lame liners as "The number one station...". Every station can be number one for something.
I'm not to impressed with my market's stations, so I like to listen online. And I almost always pull up CHOM FM in Montreal. Besides the fact that I grew up listening to that station, I still find it one of the best to listen to, as a listener. They have a slogan: "World Class Rock", and their on air presentation reflects that attitude. Nothing to prove to you, they just are.
Charlie Profit said:
We have come through a generation (and I have no idea that it is yet over with) that has championed the idea of ridding themselves of tradition and rules and standards and regimentation. Come to think of it I have been a mild, behind-the-scenes nonconformist all along. BUT! To claim to be world class is to inflict extreme pressure on your self to prove you are what you say! How refreshing. How Old-fashioned.
How hard can it be to stake out a turf and claim it? (Even your dog knows the drill! ;D )
Charlie Profit said:
The idea was there, but surprise, it was created and executed by radio guys...which is pretty much the death of any marketing. On paper, a good concept, though.
To answer your question about who does it...I'm not sure if anyone does it well. If I were spending stupid ad dollars to market my station, I'd hire someone outside of radio to think of the campaign.
*gasp* Campaign?!?!?! What's that? :
"Only" only works...if you are the ONLY station doing that ONLY thing.
It's an overused gimmick IMHO. Especially these days where nobody is the ONLY anything.
There's an alternative somewhere..unless you're the electric company, the city water department or the sewers.
These days with radio (and ESPECIALLY with radio), there's alternatives everywhere. What counts is how you stand out LOCALLY. You wanna be the good folks, not the dictator.
To paraphrase that '40s pop classic, you should try to accentuate your positives, eliminate your negatives, latch on to your affirmatives and don't mess with Mr./Ms. In-Betweens.
Still sound advice I say....
It's an overused gimmick IMHO. Especially these days where nobody is the ONLY anything.
There's an alternative somewhere..unless you're the electric company, the city water department or the sewers.
These days with radio (and ESPECIALLY with radio), there's alternatives everywhere. What counts is how you stand out LOCALLY. You wanna be the good folks, not the dictator.
To paraphrase that '40s pop classic, you should try to accentuate your positives, eliminate your negatives, latch on to your affirmatives and don't mess with Mr./Ms. In-Betweens.
Still sound advice I say....
Roger That said:Charlie Profit said:
The idea was there, but surprise, it was created and executed by radio guys...which is pretty much the death of any marketing. On paper, a good concept, though.
To answer your question about who does it...I'm not sure if anyone does it well. If I were spending stupid ad dollars to market my station, I'd hire someone outside of radio to think of the campaign.
*gasp* Campaign?!?!?! What's that? :
I agree, leave it to the experts to market and brand your station. Most however try to do it on their own and on the cheap.
Radio done properly brings emotion and loyalty. I never got "name" branding. Mike, Bob, Frank, Alice, Jack, Lucy, Desi, Homer.
My next door neighbor's name is Jack, and he's a pain in the butt. Why would I listen to him?
Here is another fun example of branding:
Nike-The Best Variety, The ONLY #1 in Running Shoes
Nike-Just Do It
David:
I LOVE RC Cola and Maypo! Don't know what Ipana is, but now I know I want it!
By the way, you can't get a Coke in New Orleans Arena when you're watching the New Orleans Hornets. Only 7UP and RC Cola! Talk about marketing!
I LOVE RC Cola and Maypo! Don't know what Ipana is, but now I know I want it!
By the way, you can't get a Coke in New Orleans Arena when you're watching the New Orleans Hornets. Only 7UP and RC Cola! Talk about marketing!
nolaradiobuff said:
Thank you David and thank you Nola. I haven't heard of Ipana in years. Does the product still exist? I can't remember their specific marketing and branding hook. Here is a clue for you nolaradiobuff: Get Ipana and your smile will be brighter. ;D
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C
cabradio
Guest
nolaradiobuff said:
This is far off the Radio Trail, but Lake Compounce, the longest running amusement park in the Country, located in my backyard here in Connecticut offers FREE Pepsi all summer. How's that for locking in the Next Generation?
I can hear it now: "I remember when I was a kid. We had summer passes to Lake Compounce. We went several times a week, and we would drink Pepsi all day long. That's why Pepsi is my favorite cola."
Personally I'm a Coca Cola fan.
So, to tie this into Radio, I believe when I am a Grand Pa I will be telling my Grand Kids: "I remember when Radio was free." Read my latest blog to understand why. I'm not ashamed to admit I subscribe to both Satellite Services. I can always find something I like. Sadly, I can't say that about the Terrestrial market. And I think the branding issue is just another reason the audience is shrinking. It's like when Coca-Cola created the "new" Coke. Many people stopped buying Coke. A new flavor isn't what people wanted. Finding a better way to tell them why they like it, should have been the mandate. That same thought process must be used when branding a station. It's not a "new" flavor people want. Just give them a better variety of songs IN the format, and give them a GOOD positioning statement. Not "we're the number one station playing all the hits!". There are THOUSANDS of songs to choose from. Anyway...I brought it back to radio, but I'm about to go off on another tangent!
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