Value Proposition: Once You Have Their Attention, What Next?

You know that you can get your audience’s attention. However the real question is, does your marketing result in people taking the desired action?

The answer to this question is typically based on the value proposition being offered. What benefit (perceived or real) will your listeners receive by acting on your offer and how much time and effort will it take? The extent to which this question has been answered during the strategic planning process will go a long way in determining how successful your efforts will be.

Let’s face it, every day we receive countless offers from the brands we know, trust and love. In fact, there are so many that we couldn’t possibly fully engage with all of them. So which ones are successful and not only get your attention, but cause you to act?

If you’re not seeing the necessary results, perhaps it’s because you are, according to SCORE counselor Dean Swanson, “asking customers to do something that is important to the business and not what is important for the customer.” In a recent column, Swanson goes on to provide the following items to consider.

1. Start with “why.” Under what circumstances would customers want to interact with messaging from your company? “Because I said so” is as effective for marketing as it is for parenting and yet many brands assume whatever they offer, their customers will instantly see the implicit value.

Instead, understand – What do they need? What are they interested in? These are insights that DMR focuses on in our Points of Passion research, where we ask them not about the station, but about their real favorite brand, themselves.

2. After identifying possible “whys,” evaluate your resources and see how you can provide a solution to one or more of them. This is the process of building a value proposition around that why. The message here is, “Provide value. Provide value.”

Sometimes the offer is going to a dream vacation or a brand new car. Other times, it’s going to be something that makes everyone a winner – enjoyment  Whether it’s tuning into your station while they work or during their commute.

3. Follow up by attaching the desired actions to that value proposition. When a clear call to action follows a well defined value proposition, strong customer engagement typically follows.

Delivering on this approach takes effort and discipline. However, as Clear Channel’s recent rebranding reminds us, we’re no longer “just” in the radio business.

Leveraging Across Platforms

According to Dartmouth Professor Ron Adner, in his new book, The Wide Lens, “Success is not determined on the basis of a winning effort at any single point; it requires moving the entire cohort of partners in the same direction.” If your on-air, online, social, street team, text, rewards program, marketing campaign and other platforms aren’t aligned, you’re making it harder on yourself and easier on your competition (both traditional and digital).

Brands like ESPN leverage all of their platforms to compliment each other and drive revenue and results. Synergy does not just happen, it’s created. How much do you know about your text club members and are they the same people as your email database or Facebook fans? In addition, how does the messaging strategy on each platform cross promote and drive engagement?

DMR combines business intelligence and data analytics to help clients create campaigns with a clear value proposition that connect with the key listeners who matter most across platforms. For more information and to learn how DMR360 creates buzz and activity, contact Andrew Curran.

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