You Want Lazy Listeners or Loyal Customers?
Some guy named Seth Godin (ever heard of him?) laid some wisdom on the world the other day with a post titled Lazy People In A Hurry. It's all about how there is a Mass-Class of people who are too lazy to walk a little further to the shopping mall, but will drive around for 5 minutes looking for a park space closer to the door. They don't read the intructions, they settle for "good 'nuff", have no interest in long-term benefits, jump to conclusions and (in short) are always looking for a short-cut. Seth says to avoid this portion of the market, and instead focus on the subset of geeks and nerds who are neither lazy nor in a hurry.
Some geniuses in the radio world say this has nothing to do with radio advertising, and ask why WOULDN'T you focus on the masses of lazy bastards? They say the Lazy-People-In-A-Hurry (LPIAH) have needs and wants that need fulfilled, and their tendency to short-cut could be an advantage to exploit in delivering marketing messages (and having them acted upon.) They ask "why not?"
Here's Why Not...
LPIAH are loyalty-free price shoppers, complainers, and whiners. They will bitch about how long they had to wait for a table, be miserable and unhappy customers, and won't leave your wait staff a tip.
They will suck up hours of your electronic clerk's time asking about six dozen different models of big screen tv's, and then go across town (or to another city) and buy one for $5 cheaper.
If they DO happen to buy something before leaving your establishment, you will receive one of two phone calls --
1. The item was broken and needs replaced.
Now, it wasn't broken when it got home -- it was broken while they were assembling or installing it (because they are too lazy and in a hurry to read instructions.)
2. They found a cheaper price (up to a month later) and want to return it for a newer model and this newly found less-expensive sale price.
They will throw your business over for the next guy who comes along and offers something at a cheaper price.
Yeah -- there's an attractive target audience.
I say leave them for the LAIAH (Lazy-Advertisers-In-A-Hurry) and focus on the group of people likely to be attracted to long-term business relationships. LAIAH are the advertisers with the loud, obnoxious ads promoting LOW-LOW-PRICES, EVERYTHING MUST GO, BALLOONS FOR THE KIDS, AND PARKING...IS...FREEEEE!!!
You know why Radio is so interested in lazy people? They want LISTENERS who are too lazy to flip the station to escape their boring heavy rotation six song playlist and retardedly lazy and unfocused commercials that only advertise low prices and how many years a company has been in business -- instead of helping their clients deliver a focused and attractive marketing message to their audience.
...And who does that end up revealing as the laziest of all? I'd say it's Terrestrial Commercial Radio -- the industry so lazy it hasn't done a damn thing to change itself since it went on the air in the 1920s.
Some geniuses in the radio world say this has nothing to do with radio advertising, and ask why WOULDN'T you focus on the masses of lazy bastards? They say the Lazy-People-In-A-Hurry (LPIAH) have needs and wants that need fulfilled, and their tendency to short-cut could be an advantage to exploit in delivering marketing messages (and having them acted upon.) They ask "why not?"
Here's Why Not...
LPIAH are loyalty-free price shoppers, complainers, and whiners. They will bitch about how long they had to wait for a table, be miserable and unhappy customers, and won't leave your wait staff a tip.
They will suck up hours of your electronic clerk's time asking about six dozen different models of big screen tv's, and then go across town (or to another city) and buy one for $5 cheaper.
If they DO happen to buy something before leaving your establishment, you will receive one of two phone calls --
1. The item was broken and needs replaced.
Now, it wasn't broken when it got home -- it was broken while they were assembling or installing it (because they are too lazy and in a hurry to read instructions.)
2. They found a cheaper price (up to a month later) and want to return it for a newer model and this newly found less-expensive sale price.
They will throw your business over for the next guy who comes along and offers something at a cheaper price.
Yeah -- there's an attractive target audience.
I say leave them for the LAIAH (Lazy-Advertisers-In-A-Hurry) and focus on the group of people likely to be attracted to long-term business relationships. LAIAH are the advertisers with the loud, obnoxious ads promoting LOW-LOW-PRICES, EVERYTHING MUST GO, BALLOONS FOR THE KIDS, AND PARKING...IS...FREEEEE!!!
You know why Radio is so interested in lazy people? They want LISTENERS who are too lazy to flip the station to escape their boring heavy rotation six song playlist and retardedly lazy and unfocused commercials that only advertise low prices and how many years a company has been in business -- instead of helping their clients deliver a focused and attractive marketing message to their audience.
...And who does that end up revealing as the laziest of all? I'd say it's Terrestrial Commercial Radio -- the industry so lazy it hasn't done a damn thing to change itself since it went on the air in the 1920s.
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