The Pandemic has Allowed Radio to Prove its Value – Now it’s Time for Exit 19 (COVID-19 that is)

The pandemic has allowed radio to prove its value to advertisers and listeners. As we emerge, we will have new opportunities. So now is the time to consider how emergence will happen in your market.

In fact, it’s a pleasant task to consider how things will gradually return to normal – whatever the new definition of normal will be. Our stations will continue to be leaders, advisors, and sources of comfort and connection for our communities of course. Only now we’ll have new ways to lead and help.

Looking to Others for Advice

If the US follows Austria and Denmark, shops and then some schools will be among the first to open. In Austria, the first shops to be allowed to reopen had a square footage of less than 4300. Even so, the number of customers was limited and social distancing was mandatory.

Meanwhile in Germany, small businesses (up to 8600 square feet) will be allowed to re-open while mandatory social distancing will remain in effect. Schools will re-open approximately two weeks later.  Gatherings of more than two people will not be allowed with the exception of family gatherings. Employees will be encouraged to continue working from home.

China also re-opened its economy in stages, taking over a month to get roughly 80% of its economy open. And, of course, social restrictions still apply.

Some Things to Do and Plan For

Back in the States, there’s also the thought that construction and manufacturing might open sooner rather than later.  Other businesses where customer proximity tended to be closer in pre-virus times are likely to open in waves but with capacity and social distancing limits.

Looking at the countries that have begun re-opening their economies gives us clues as to our next opportunities. And now with states starting to ease restrictions, this week is a perfect time to brainstorm about what businesses will open when and how we can help them.

The Radar Says We’re in for Some Brainstorms

Brainstorming can be done collectively or individually. In fact, a brainstorming team of one might be the most efficient. Regardless, the five basic rules of brainstorming apply:

• Identify your objective/the problem you need to solve as clearly as possible

• Physically capture your ideas (that is, don’t simply try and remember what you’ve thought about)

• Generate as many ideas as possible regardless of whether they seem usable or feasible

• Narrow the list by combining ideas or eliminating those that are the least feasible; prioritize the rest

• Create a plan of action for your top ideas

Sales is not my area of expertise (review point #3 above). However personal brainstorming is something I do a lot. Starting with “the pandemic has allowed radio to prove its value,” what are some new opportunities to consider? Here are some personal brainstorm possibilities to get you going.

Businesses which are Able to Reopen

• These businesses will want to advise the community that 1) they’re open and 2) what specific measures they are taking to protect the health of its customers. Obviously, radio can be significant in spreading these messages.

• Safety certification could be prerequisites for re-opening. While requirements will likely vary by state or even county, it presents an opportunity for an inspection-related business.

• Relatedly, testing may be required for travel via planes and trains. This presents an opportunity for testing labs. On a smaller scale, it offers messaging opportunities for doctor’s groups and drug stores to talk about self-monitoring.

• A tracking/surveillance system could be part of the re-opening of the economy. It might well be incorporated into a cell phone. Watch this closely for opportunities.

Leaving the House At Last

It’s likely that one of the earliest, most common activities will be getting out of the house. Still, considering the likelihood of mandatory or an ongoing personal preference for social distancing, there are opportunities.

Seeing friends and family again in person, arranging small gatherings, and “homegrown” adventures all offer possibilities.

Online Shopping

It’s a general perception that online shopping will continue at higher levels than in pre-coronavirus times. That presents opportunities for expanding our client base.

Web site developers could be a great help to businesses that need to update their sites. Occupational therapists and doctors are already offering services remotely. Zoom and other tech is now commonly used and can readily be adopted by sales.

Radio is an ideal way for listeners to connect their needs with a provider.

The Brick and Mortar Challenge

As one GM shared with me, a big challenge for local businesses will be to regenerate in-store foot traffic after customers have been shopping online.

It seems so obvious that it could easily be overlooked, but most importantly businesses will need to let people they are open. Radio will be a highly valuable partner and creative partner in getting the word out.

Social distancing will likely continue thus presenting new opportunities for “no touch” shopping even for brick and mortar.

Customer incentives redeemable only in stores are also a possibility.

And we can take what we know about managing music festival crowds and repurpose this knowledge to address store crowd-control. Offering pre-show entertainment is standard fare for almost every concert. Since we’re staffed with professional entertainers, we can use paid remotes to entertain and prepare those online waiting to shop.

The trend towards self-sufficiency might also be a post-coronavirus trend. If so, businesses involving thrifting, crafting, cooking, etc. will have a story they will want to tell and radio is ideal for this.

The Workplace

Even as businesses open, many people will still be working from home. This means there will be opportunities to “connect the dots” between those working inside and outside the home.

Target business-to-businesses companies that may be looking to replace in-office services with at-home services. The same opportunity exists for delivery services.

Unfortunately not everyone will be able to return to work. That will create another set of opportunities including recruiters who will benefit from advertising their services.

Left Overs

• Online higher education might also receive a boost. Offerings, as well as reasons why going to school online, is a good idea would make excellent radio campaigns.

• Specialty food stores could offer online cooking demonstrations using their products and embed a code word for a discount. This could work for a number of service providers as well.

• Use customers, employers, and business owners’ voices to humanize all things related to the organization.

• Create a page on your website that lists all the businesses that are open

• Host a Positions Open/Positions Sought page on your website

The Triple Bottom Line

McKinsie reports that last August, more than 180 CEOs in the US committed themselves (in writing) to invest in employees, communities, and ethics. In short, consider this a “Triple Bottom Line” that includes profit, people, and the planet.

Assuming you are already engaging at least partially in this practice, now would be a good time to remind your service area of this. As McKinsie says, “In the long term, a company’s business interests and the interests of society converge… Large-scale change does not happen overnight, but the stakes and potential benefits are immense.”

“Scientia potentia est” – knowledge is power. So please feel free to share your knowledge and ideas to the betterment of all.

The pandemic has allowed radio to prove its value to advertisers and listeners. As we emerge, we will have new opportunities. So now is the time to consider how emergence will happen in your market and how we can be at the center of it.

Let’s pull out all the stops.

Related:

Radio: The Right Medium at the Right Time

Don’t Let Clients Make a Mistake and Cancel Their Advertising

How Your Station can Tap into the Incredible Power of Recognition

© 2020, Mike O’Malley, O’Malley Media Group, LLC/A&O&B

The full-length, unedited version of this article appears in A&O&B’s Client-Only handbook: Radio: Leading Listeners and Advertisers through the Pandemic

Photo: Alvimann on morguefile.com