What’s your move when you’re a legacy player in a highly crowded, competitive industry and the new kids on the block are in favor with young, desirable consumers?
No, we’re not talking about radio. Today’s post is about cosmetics. And the old-line player is none other than Revlon, a brand that has been around as long as all of us, now struggling for relevance and resonance along the makeup aisle of your neighborhood drug store. The New York Times reports this venerable company now ranks #10 on a list of 12 cosmetics brands.
In that industry, the play is often to sign the hottest star of the day, and put her out there as your spokesmodel, hoping you can influence today’s Millennials. Or by marketing individual products and their benefits (easy to apply, longer lashes, etc.).
But recently, Revlon reached the conclusion that the tried-and-true marketing methods couldn’t transform their brand. To get at the essence of their branding and messaging, they recently held a management brainstorming session – the kind we moderate for our client stations, clusters, and broadcast companies.
The Times reports that the net-net of the exercise is a new campaign – “Love is on.” It applies emotion to the Revlon brand, according to David Israel, the executive creative director at AR New York, which created the new campaign that is “looking to find a stronger way to connect with women.”
And what they came up with was a way to reboot the brand by telling “a more emotional story” by using “a more positive message.”
As all the players acknowledge, this is a crowded, competitive business where there’s “a sea of sameness,” according to Lorenzo Delpani, the guy who heads up Revlon.
And so it is for radio broadcasting, an industry that everyone remembers fondly as first exposing them to great music, fun DJs, timely information, and a presence in local emergencies – but now finds itself moving down the ladder of relevance because of newer, digital competitors.
Yet, so many station brands continue to market themselves with meat and potatoes tactics – “Favorites of the ‘80s, ‘90s, and today with fewer commercials and less talk” – while omitting some of the key emotional benefits that fans derive from radio.
Each year in our Techsurvey series, we ask a question that goes right to the heart of broadcast radio’s true appeal – the same kinds of assets that Revlon rediscovered about themselves. In this “pyramid” for the CHR format, you can see that while songs and DJs are of paramount importance to fans, these emotional triggers play a major role in what sets broadcast radio apart from so many of the other options that tempt today’s teens and Millennials.
Too often in radio, we get so clinical and “strategic” that we miss the moment – the real assets and benefits that great brands bring to the media table.
Good luck to Revlon with “Love is on.” The campaign could amount to putting lipstick on a pig. Or it could be a novel way to reconnect with women in a meaningful way.
What’s radio’s emotional rescue?
To find out why your station matters to your listeners, and insights on your benefits that matter, register now for Techsurvey11, launching in early January.
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