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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. Don’t get discouraged.
It’s 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 today’s 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 didn’t. 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
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