Mark Jaffe, general manager of ModernMan.com, writes a compelling article in MediaPost’s “Engage: Men” series called “Don’t Market To Guys, Entertain Them.” Jaffe is primarily talking about effectively getting advertising messages to men, but from a radio programming perspective, the challenge is the same.
How can you communicate what your brand and call letters stand for in a way that transcends positioning statements and straight-ahead (read “unimaginative”) messaging?
We all get caught up in the goal to create radio stations that are focused and hit the basics – strong testing music that is well-scheduled, slogans that are simple and understandable, and promotions and contests that are easy and appealing.
But as Jaffe points out, a basic story goes a lot farther with guys than what he calls “straight-up advertising.” And the ability to make guys laugh is often at the root of stimulating a reaction and connecting them to brands. Citing campaigns like the Old Spice guy or those BMW mini-movies starring Clive Owen, Jaffe notes that an entertaining story trumps other messaging and advertising.
And for men, it doesn’t even have to make a whole lot of sense.
It’s interesting that it will require four webinars for Alan Burns to explain women to you. There’s a complicated bundle of emotions, understanding, and dimension that is required to win in female formats. The rewards are great because as we’ve seen in our own surveys, women are far more likely to recommend and share than are guys. (To participate in Alan’s webinars, go here: )
But men provide a more linear road to success – but they need more than just the facts.
How can you deliver your brand message in a way that it doesn’t feel like a classroom? How can you entertain while simultaneously communicating your assets?
So video and humor – they go a lot farther than facts and figures.
As Kurt Cobain said, “Here we are now, entertain us.”
But then again, Homer Simpson said, “Oh, so they have Internet on computers now!”
When in doubt, go with Homer.