“Passion” Doubles Ad Sales

Michael Hedges March 29, 2007

It was long ago, deep in the last century when any local media outlet reported doubling its ad sales. This is the age of Google and YouTube. And the rage. Traditional media – meaning all media other than websites and mobile phones – can’t, according to conventional wisdom, compete for advertising. “Passion” shows all that is wrong.

UK digital radio station Passion for the Planet is unique on many levels. First, it can be found only on a DAB multiplex broadcasting to London and the south of England. Then, too, the station’s program is green – focused on health and the environment. For long-tail theory fans, it’s the very tip.

This week Passion for the Planet reveal its secret for doubling ad sales. To energize and inspire the staff – and obviously a few ad customers – the station hired a Feng Shui expert. Certainly the idea fits the brand narrative, Feng Shui being eco-friendly. And it’s more than just moving the plants.

The first step in Feng Shui for Passion for the Planet was getting the staff together to rid the work-space of all clutter. Could be a good idea for any media work-space, yes? Clutter, it seems, is an energy killer.

The sales and PR work-space is now called the “fire area.” It’s painted red, accented with natural wood. Gone are the comfy overstuffed sofas.

Feng Shui isn’t, of course, the issue. It’s motivation. Anytime managers and staff get together on solutions – particularly financial – the benefits are astounding. Sadly, the exercise is rare.

Two decades ago radio programmers – with great trepidation – took on music research. The science was (and remains) very questionable. But the issue wasn’t science and research. Asking the customers – in this case, listeners – about music preferences led to broad discussions about audience behavior. Sometimes the questions are more important than the answers. The art of asking inevitably drove up ratings. VOILA! 

To quote Passion for the Planet’s Feng Shui expert Marie-Claire Carlyle: “the subconscious believes what it sees.”

Firing up the sales staff is the stuff of endless seminars and consultant hours. Sales and marketing managers confuse that fire with fear. Very often – and very old school – that means “bring in cash by the end of the day or you’re fired.” Traditionalist managers spend their energy killing the energy of their staff. This is what we call demotivation.

The art of motivation is quite simple, actually, like Feng Shui. A small, independent radio station in the UK targeting a niche market may well have great advantages over, say, major national radio or television stations. There is a similarity with the fight between traditional media – like Viacom – and new media – like Google. Traditional media is slipping quickly from consumers’ radar. Google people, for example, invent new products and services almost daily.

The creative and talented are always attracted to the fire. Motivation is about warming the passions, not building a hotter oven.

Passion for the Planet Managing Director Chantal Cooke says that in the 12 months since the Feng Shui consultation ad sales have doubled.

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