It used to be that a company would engage a PR firm to prime the market with a message, or alert the public about a new product. The company would then place ads to provide the call-to-action, essentially motivating the public to consume, think differently, and to show up at a location. But in the last 18 months, marketing has been turned on its head. With the advent of social media and other digital platforms, now companies are beginning to use advertising to prime the market and generate awareness while a PR or viral campaign actually is creating the call-to-action. This clearly means that traditional advertising and PR are needed now more than ever.
But it clearly marks a role reversal. Start thinking about how your station can design packages to "prime the market" for advertisers. Does selling :10 spots make more sense for some rather than others? Will a ROS buy make more sense for some now? How can promotions help? Can you give out advertiser's collateral material at remotes as added value?
Radio advertising has the potential to be more valuable for a client than ever before.