5 minute read
Last Word
The Last Word
JOHN DARIN
Content Controller Communicorp UK CCUK, Watford
Q Could you provide a bit of background on your career and current role?
I have worked in radio for over 30 years, starting in the days of vinyl with no internet or mobile phones. I have worked through change to today’s very different world of technology. I’ve always worked on the programming side on air and in a content coaching role and working with commercial teams on client results. Today my role is content based, seeing ideas get to air for the station and commercial partners, this is both what comes out of the speakers, plus online, socials and out of home campaigns.
Q How has CCUK helped local businesses boost their brand awareness?
CCUK is in a powerful position because of the array of tools we have in the box - radio is first, then there’s research and insights, digital aspects and out of home. We have so much to offer that whatever the goal or issue we can accommodate it.
Q Is radio advertising/ messaging too often overlooked?
It can be, but people mostly see the benefit of being heard, as most of what we take in is through sound and the benefits are huge - repetition builds reputation. We all know how the big players sound.
If I said to you ‘McDonalds’, you are hearing their brand in your head right now aren’t you! Plus, how many fliers have you seen discarded? Think how much thought and money went into that piece of paper and to what end?
Q How important are local connections for you?
We love being connected with Hertfordshire, that is what we’re all about, we need to continually learn about our listeners and our advertisers. The world changes all the time, being connected to the Hertfordshire Chamber of Commerce lets us understand this constantly. We love hearing and seeing what people are doing, we then see that we are supporting in the right way.
Q What advice would you give someone starting out in business?
Do your research, it’s the one thing that will work. Give people what they need, not what you think they need.
Q What is the biggest challenge in running and growing a business?
Staying ahead of the game, by listening to your customers’ needs and rolling with the changes and responding quickly.
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