By Holland Cooke
Consultant
If it’s not too late for a New Year’s resolution: No more pictures of studio equipment.
Do your sales promotion material and/or your station website and/or social media graphics have a photo of a studio console? A microphone? Towers? Is that supposed to impress prospective advertisers?
To them, how-we-do what-we-do is MUCH less interesting than who consumes our work. What does your prospect sell? Show them pictures of people who buy that, our listeners.
Equipment worth showing: Devices people use to consume our work. Depict the target demographic in-car, and interacting with Alexa, and using the station app, and scrolling the station’s Facebook, etc. And, yes, show microphones, in studio shots of local talent, which will distinguish you from robotic competitors.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
