This content was created by Kim Gaskill. This content was uploaded by Kim Gaskill. This is a YouTube video titled "025 RadioAds amarillo" (posted 2019-04-30) featuring a short Daily Spark monologue by Kim Gaskill recorded at a truck stop in Amarillo, Texas. In the clip Kim reminisces about building radios as a kid, explains why she rarely listens to traditional broadcast radio anymore (preferring SiriusXM, Spotify, podcasts, audiobooks and social media live audio), and offers marketing advice: advertisers should go where their target audience listens rather than relying on radio placements.
Chapters
Good morning from Amarillo, Texas. I'm Kim Gaskill and this is the Daily Spark. I'm sitting here at a truck stop in Amarillo, Texas, pulled over to get some gas. Still $1.99 here a gallon, which is great, so I thought I would fill up before I head into New Mexico. I just passed a road sign not too far back And the name of the road was Radio Road. Of course, every time I see the word radio, I immediately flash back to when I was a kid and we would buy those radio kits from Radio Shack, and we couldn't wait to get one and put it all together and turn it on and actually get a radio station on it. It was the coolest thing ever. Now, today's generation would probably think that is really lame because of the technology we have today, but when I was a kid, that was the bomb. Then I also thought— immediately switched to— why did they name this road Radio Road? It's probably because there's a radio station at the end of it. And then of course I thought, does anybody even listen to the radio anymore? I used to listen to the radio, but every time I turn it on now, it's just full of advertisements. So I don't listen to the radio much, even though I'm in the car 80% of the time. But I have other things that I listen to now. We have SiriusXM, we have iHeartRadio, Spotify, iTunes. We have all these other choices for music on our devices. We can play them right through our car on the CarPlay. So I don't need to listen to the radio, and I also listen to a lot of audio programs. I'm constantly listening to podcasts. I, I've listened to audiobooks. I listen to Facebook Lives and Instagram Lives. Even though I can't watch them when I'm driving, I can listen to the audio. So there's a lot of different audio I listen to when I drive. I don't really listen to the radio anymore. So I'm thinking, who advertises on the radio? Because that's all I hear is advertisements. And there still must be a market, a target audience that listens to the radio that advertisers can market to. So I thought, who is that audience? Are the people that are advertising on radio marketing to the right people? Who is it that listens to radio and does not listen to podcasts and other options for their music? Think about that. Is your target market the type of person that would have their music playlist on iTunes or Spotify? Is your target audience someone who listens to podcasts when they commute back and forth. If that's the case, if that's your audience, you would not be wise to spend your money advertising on radio because your audience is not listening to radio. They're listening to their audio somewhere else. So my challenge to you is to think today about where is your target audience? Are you going to where your audience is, or are you expecting your audience to come to you? The smart advertiser advertises where their audience sees it or hears it or is exposed to it. Now I'm gonna go get back on the road, turn on the radio for a moment, and see if maybe I can catch that song Amarillo by Morning. And I'll catch you tomorrow for another Daily Spark.
