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Brian Wright
Audience Development Group

How Do You View Your Station

 

 

 

                                
 

When we travel from market to market throughout the year, we run into a number of difference circumstances as far as how radio people view their radio station(s). Some are very aggressive to protect and advance their station, others seem happy where their station is and even seem passive about the future. It is evident that programmers and managers create their own environment, which is certainly not bad necessarily. The problem develops when the environment programmers and managers create is not aligned with the real listening environment in the market.

 

One way we have found to help create winning environments at radio stations is to persuade programming & management that their radio station should be looked at as a product similar to a box of cereal, a can of soda, restaurant, theme park, Movie merchandise, toilet paper, etc. You get the idea. After we come to terms with this it will be alarming to note that most people spend more time determining what brand of toilet paper they will use than what radio station they will listen to. Donít get discouraged. Itís just that people are more concerned about the tangible products they buy than the free intangible medium of radio. So you can see, the more we treat our radio stations like a product, from marketing to station color schemes, the closer we will become perceptually to a tangible product. The closer we become to a tangible product, the more brand loyalty the listener will have with us.

 

When it comes to product development, I like to give this illustration that demonstrates that no matter what size market you are in, there are no legitimate reasons for you to have an inferior product. This is particularly true in todayís global society, where people are exposed to the highest levels of radio, TV, Movies, etc. One day I walked into a New York City deli and had a delicious Steak sandwich, it really was wonderful. Then just a few days later I went to a deli in a very small resort village in Maine and had the very same sandwich. The sandwich I had in the small village was just as good, if not better than the one I had in NYC!  The small town deli could have used less cheese, second grade beef, day old buns, and smaller portions than the one in NYC...BUT they didnít. It was important for them to be the best, no matter who or what they were compared to. Just think if all radio stations would cling to this example. Your great ratings would be easy to digest!

 

Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming. After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at brian@audiencedevelopmentgroup.com