iHeartMedia's Gayle Troberman discusses strategically considering marketing elements for different audiences and interests
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00:00Millennials, Gen Z, and even Gen Xers, dare I say, actually have more faith, and more
00:07connection and more trust looking at social influencers than they do TV personalities.
00:15And the context of that, it seems, is because those people look like them.
00:20Because any of us could take our phone, turn it on ourselves, and become an influencer.
00:25And so what's fascinating is the recommendations to actually take action in some of the things
00:29you're marketing is actually coming from those influencers.
00:32The notion of the ways in which they start to spend time, whether it's what movies they
00:36watch for streaming, whether it's what movies they go to, whether it's what products they
00:40buy, their trust quotient is higher for that population than it is for traditional media
00:45personalities.
00:47And so there's something in there that says, I want to understand it from somebody who's
00:52like me in a way that makes sense to me.
00:57And so to the extent that what you're talking about relative to the information you receive
01:03that says, hi, and here's all the things, and this is that one intersection right here,
01:08our data is also suggesting the same thing across really age ranges.
01:13So when you put those two things together, there's a there there.
01:16Totally.
01:17Now you might have to unpack what it means for you.
01:19And so let's talk about that a little bit.
01:21If I'm a marketer sitting here going, okay, I heard you, Gail.
01:25And you said, all right, I'm in a bubble, then what do I do now?
01:28What do I do next?
01:29How do I start to think about it in the context of the way we work as marketers, right?
01:34Versus what the consumer is telling us.
01:36Yeah.
01:37I mean, I, you know, I, obviously I show up with my own biases, right?
01:41We're going to talk about marketer biases.
01:43I have an audio bias because I really do believe as a marketer, it is one of the dramatically
01:49underutilized channels in your marketing mix.
01:52It's more efficient than video.
01:54It's got higher attention and you can get local, right?
01:59So particularly with broadcast radio, you can get local and into the communities where real
02:04people live, right?
02:05And you can do that in ways that you can be, and most marketers don't even use our platforms
02:11at iHeart as efficiently or effectively as they can.
02:13If you're going to be on a hip hop show in Nashville, you might want to sound different
02:17than if you're going to be on Bobby Bones show with country fans in Nashville or a pop
02:22show, right?
02:23You have the ability to be relevant.
02:25And this idea of fandom is a really interesting place, right?
02:28You need to find some connection between you and your brand and that real American consumer.
02:35So it can be as simple as, are you in Boston right now with your message or New York
02:40or Nashville or Oklahoma or Miami?
02:44Where are you?
02:45And can you speak the language of that place?
02:47What format are you in, right?
02:49What kind of background music should you be using, right?
02:53Maybe if your brand's showing up as a country fan on country stations and as a pop fan on
02:57pop stations, all of a sudden you're relevant.
02:59If you're part of a conversation with the Breakfast Club, you're going to want to talk about different
03:03things and sound differently than if you're on Ryan Seacrest's show that's on right now,
03:08right?
03:08Like Seacrest is a great example of influence, right?
03:11He gets up every day and does four hours of live unscripted broadcast radio and he probably
03:16doesn't need the paycheck.
03:18But he says it keeps him the most relevant as a producer, as a creator, as a businessman,
03:24as a marketer.
03:25Because he talks to real people and they pick up and they dial and they get on social and
03:29they have a real time live unscripted conversation.
03:33And when he goes out into the world, he's not this big mega star.
03:36They come up to Ryan and they go, oh my God, is your dog better?
03:40Right.
03:41Right?
03:41Because he's been talking about his dog being sick all week.
03:44Right?
03:44Real unscripted conversations.
03:46Are you willing to have those as a marketer?
03:49Are you willing to get a little more real?
03:52Are you willing to let a host on a podcast talk about your product in their own words without
03:58you approving it?
04:00Right?
04:00Are you willing to get more authentic?
04:02Because I'm not sure we really are ready.
04:04And if we're going to be trusted, I don't know.
04:07I'm not sure scripted is the way to trust.
04:09I'm not sure.
04:17What are you going to do?
04:18I'm not sure.
04:18I'm not sure.
04:19I'm not sure.
04:20I'm not sure.
04:21I'm not sure.