‘They’re buying trust. That’s what marketing is’: Christian O’Connell on dealing with advertisers in radio
In a market where there is “a lot of money at stake”, Melbourne’s #1 FM breakfast host has lifted the lid on the relationship between advertisers and radio shows.
On the latest episode of Mumbrella’s one-on-one series, after sharing why connection with audience is key to good content, Christian O’Connell discussed working with advertisers.
“There’s literally millions [of dollars] at stake,” O’Connell said.
“Really, what do they really care about? Do they really care about the artistry of what I’m doing? Yeah, a bit. What they really care about is impact.”
The Gold 104.3 presenter said he likes to have an open dialogue with advertisers about what they are pushing and the best way he can promote it on his show, noting that while the ideas are developed with his team, “nothing goes on air” without his final tick of approval.
“I’ve often called clients, called agencies, and gone, ‘Let me just tell you about this idea. I know you’re not sure about it. Let me explain why I like it. And if you don’t want to do it, I’ll go and come back with a better idea.’
“And nine times out of ten, they love the fact that I did bother to call. And when they hear why I like it, why I think the audience might like it, then they’re on board.
“They’re buying trust. That’s what marketing is. I think we forget about that with all the other noisy stuff. That’s not easy sometimes, because it takes time to really hear a client’s needs and agency, and I’ve got to balance their objections with what the objectives of my radio show are, what the listeners need in the morning and try to work out how they can work together, not against each other.”
On the episode, O’Connell also took aim at “dumbed down, moronic, noisy cash competition” rival breakfast shows and shared his thoughts on Kyle & Jackie O entering the Melbourne market.
Listen to the full episode here.
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Neil Griffiths is the editor of Mumbrella. He joined the company in October 2023.
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