Monday Memo: Leapfrog Legacybox | Magazine TALKERS
By Holland Cooke
BLOCK ISLAND, RI — National media does sell products, most of which are not locally made. Local media offers the best-selling services, which are inherently local. National advertisers selling services are at a disadvantage as the Help Wanted sign is everywhere, the US Postal Service is crippled by politics, and supply chain issues haunt every industry.
Example? One of the biggest advertisers in network radio, currently disappointing me and countless others. And I see an opportunity.
FIFTEEN WEEKS after I sent in my stuff, I inquired and “Brad” from Legacybox said, “Thank you for getting back to us. I’m sorry your order is taking longer than expected. Currently, we know our lead time. peak processing, which means most orders at our facilities will be here for up to 17 weeks, I’m expecting another 3 weeks until it’s complete and ready to ship.
Tip for Local Salespeople: Prospect local businesses that do what Legacybox does, by digitizing treasured memorabilia. The oxide is literally falling off the tapes and reels of our old airchecks and the VHS tapes of long gone loved ones; and 35mm slides and photos deteriorate physically. The offer is therefore tempting, but the Legacybox service is appalling.
Because Legacybox is a big network radio shopper, you probably hear their commercials on your station; and there is something we can do for the listeners we disappoint by running spots for THAT advertiser: give them a better deal.
Is there a local retailer that does the same? If so, write their spot aggressively, explaining how Legacybox takes months, versus how the local business will turn around faster. “Do not send your souvenirs by post. Give them to Fred and Lucy, who will take good care of them.
Local radio will always be the best bet for local advertisers to fight the Big Box. So think about who else, locally, can outperform the big national service advertisers.
Holland Cooke is the author of the e-book “Multiply Your Podcast Subscribers, Without Buying Clicks”, available exclusively on Talkative books and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download here. HC is a consultant working at the intersection of broadcasting and the Internet. Follow him on Twitter @HollandCooke