92.5 Jack FM advertising in Toronto or don’t promote your competitor.
92.5 Jack FM advertising in Toronto or don’t promote your competitor.
If you read any of my posts you probably know that I love Rock and everything that goes with it. Now, in Toronto two my knowledge they are two major rock stations: Q107 Classic Rock and 92.5 Jack Fm. Whenever, I forget my Ipod I do listen to both stations. I listen to them interchangeably depending purely on the song or commercial that is playing at the moment. The difference between two stations is that Q is playing classic rock only, while Jack FM plays modern rock as well.
Now two months ago Jack FM rolled out a new advertising campaign in Toronto. The whole drive behind the campaign was to just bash Q107 and just say that only older generation listens to it. Jack FM even had a recording of listeners who called in and said how much they hate Q107. This is it – the whole marketing is based on putting down the competition.
I have a lot of contacts in advertising agencies in Toronto, but I think this campaign was made from within the company. I would fire the guy who did it.
This campaign is just so against any of marketing principles:
- it failed to position the product, all it did is talked about competition
- marketing 101 negative publicity is still a publicity
- it offended people who listened to both radio stations
- it offended older generation
- it offended the spirit of Rock (what are you saying Green Day is more rock than Led Zeppelin?)
Guess what? The stations is owner by pretty familiar company to my regular readers – Rogers Wireless.
I decided to write this post just now, because I was listening to Jack FM for the first time in two months and figured that they changed their approach. Right now they actually push on the fact that they are the only station where a person can listen to both modern and classic rock. I think it is way better approach.
The lesson is talk about yourself, tell me why you are good! Don’t tell me about why other guys are bad, I might love these people and you will make me feel stupid. These are the principles that even rookie sales reps know.
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I agree with you that this advertising campaign was totally against priciples of marketing and rock. I stopped listenting to Jack FM for awhile, because I found them offensive.
Gret post
That’s not just against principles of marketing,it shows the company’s culture are not healthy!At least the people who made this advertising campaign and those who proofed the plan are not healthy in their spirit!
when one company or a person try to say bad words in order to put down others, it’s means nothing except showing they are weak and afraid the others are better than them or just jalouse.
And as a only result,if people are not sick they will keep distance from those people or companies which just want to destroy competitors reputation.
thanks for the comments guys. I am a glad I am not the only one that thinks in that way. I think Jack Fm was under a lot of pressure, since now the changed their approach.
I can tell you what else it did: got me curious about a station I hadn’t listened to in years;
We usually have a bunch of stuff playing in the office (the owners like their Jack, the designers, a Jazz station or Radio 1 (CBC) – or more likely iPods) and when those commercials came out… we decided to start listening to Q107 because they started getting REALLY repetitive.
They got rid of jack fm 92.5 and replace /w crap music ‘Kiss 92.5′
Cocksucker rogers! bring back Jack FM
What was Rogers thinking when they changed jack to kiss? What a crappy format now !! I hope this new kiss92.5 fails miserably. Toronto now has a huge void in classic-modern rock stations. My dial is now on The Rock 94.9, thanks for nothing rogers!