"-=jd=-" wrote in message
...


Too true. Poor marketing can also doom an *excellent* product that may
have
been a big hit.

Although my example isn't radio related, it serves as a fair example of
the
impact (or lack of impact) resulting from good marketing. Allow me to moan
the blues for a bit...

Bar-B-Que in this town is worse than "average", and for no good reason.
"Average" BBQ isn't difficult at all. "Good" BBQ isn't really all that
difficult. "OH-MY-GAWD!!!" BBQ may look easy, when done by those who know
what they are doing, but is not as easy as it looks.

A guy opened a small BBQ restaurant that was *behind* a local Italian
restaurant. He had a couple of big problems - his establishment wasn't out
front where you could see it, and he wasn't allowed to put a sign up on
the
street-side of the building.

His BBQ was incredibly good. You could shake (just once) the big, meaty
ribs he cooked and the meat would just fall off the bone onto your plate.
He made his own sauces (three different styles) and all were outstanding.
His prices were about 5% to 10% less than the other BBQ places in town.
His
restaurant was clean, neat and the service was great.

He was in business for 6 months before he had to cut his losses and run.
Why? Not that many people even knew he was open for business and he held
the opinion that (quote) "paid advertising is over-rated"...

Most everyone has a "benchmark" restaurant for whatever. The best steak
you ever had; best breakfast; best dessert; etc. This guy was my benchmark
for great ribs. And, for lack of a bit of marketing, he's out of
business...

There's one comparison which comes to mind. The BBQ joint generated
interest among BBQ enthusiasts, but that interest didn't translate to a
broader interest among the general restaurant consumers. Good marketing
would certainly have helped.

DRM doesn't seem to have much interest even among radio enthusiasts, if the
responses on this forum are any indication. Expecting DRM to generate
interest in shortwave radio among casual radio listeners looks like
somebody's pipe dream.



DRM may or may not be a (good, better, best) broadcasting service. But
without a decent marketing plan, it would be pure luck for *any* product
to
succeed (IMHO).

-=jd=-


Monopolies in vital services don't need marketing. Marketing becomes
increasingly important as the markets become more competitive.

DRM has the monopoly on shortwave digital modulation for international
broadcasting. If people want digital SW broadcasting, DRM is the only game
in town.

So, what's the best way to market digital SW radio? With a gimmicky name?
If the DRM wizards asked me, I'd suggest they need to develop a low cost,
easy to use, long battery life portable radio. I don't know if such a radio
is possible.

Or the old line international broadcasters could broadcast programs which
the casual radio listener would want to listen to. But, since the Cold War
and colonial era have both faded away, I don't know if that's possible,
either.

If Alex Jones and the Prophet of God go to DRM, I'll be right there with
them.

Frank Dresser