By Holland Cooke
Consultant
Notice how often you see one in TV commercials, even when the product has nothing to do with pets? I see spots for a local building supply outlet, in which the owner’s dog ambles through every shot, then plops down – seeming to smile – among employees in the closing shot.
I am disappointed not to hear local radio spots – with a bark toward the end – for that same business. Does a retailer in your area appear in TV commercials with his or her dog? Can radio – the #1 in-car media – can take that business for a “RIDE???”
Dogs appearing in national ads convey loyalty and adventure. Microsoft, Wells Fargo, Target, Volkswagen, and Subaru are among brands that have used dogs to soften their image and boost attention. Why? Research demonstrates that “harnessing the universal appeal of man’s best friend, these advertisements have emerged as a powerful tool for marketers seeking to resonate with consumers on a deeply emotional level.” Dogs evoke warmth and joy. They refine a brand, making it more relatable and trustworthy.
“If only radio had pictures,” you say? We do, in social media posts and on station websites and everywhere else we can take a local advertiser. And beyond dog copy, think: dog content.
- A number of news/talk stations I’ve worked with broker weekend ask-the-expert hours to veterinarians whose investment ROI’s big-time. The lines are jammed and smart stations extend such weekend warriors by repurposing excerpts. “Pet Pro Dr. Donna Stone has tips for helping your critters keep-their-cool during this long, hot summer” links to an aircheck clip that you Tweet-out and post elsewhere online. Include a picture of an adorable puppy and you’ll click like crazy. Music stations: Sell the vet spots-disguised-as informative features that invite listeners to see/hear/learn more in podcasts or videos or other content on your or the doctor’s website.
- One of my client stations boosts adoptions each holiday season by featuring “The 12 Strays of Christmas” from the local shelter, sponsored by, you guessed it, a vet.’
- Tchotchke opportunity: a station-logo’d tennis “BALL!” Toss ‘em around at dog parks and give ‘em away at appearances.
- Brainstorm other opportunities.
I live at the beach — dog nirvana. It’s a sensory symphony: the scent of salt air, warm sun, sand to dig and roll-around in… canine bliss. On the beach here, dogs don’t have to be leashed; and when you let ‘em romp they sure do, chasing waves, and plunging-in to retrieve “BALL!”
In that wonderful moment, they are living like they will never grow old. Sadly, we know better. Thus The Farmer’s Dog tag line “Making old dogs feel young again;” and Blue Buffalo’s “Love them like family. Feed them like family.”
That’s the emotional space radio can own: warmth, loyalty, companionship, trust. Let’s create messages – and moments – that honor the joy and spirit our buddies bring us.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn