Back in January, we started the year by saying, “Radio’s greatest competitive advantage is the relationship it has with the audience, but it’s also radio’s most under leveraged asset.” We concluded the year with a similar sentiment on stage at the Nielsen Audio Client Conference.
In between, we’ve learned from leading brands including Patagonia, Dave Ramsey, Coke, Hershey’s and Goodyear. All of these insights help us partner with you as we connect and engage the listeners who matter most to your success.
Here’s a recap of the fundamental insights we’ll bring with us into the New Year.
The Goodyear Blimp is no longer a blimp and your audience is no longer anonymous.
Along with a sold out crowd and a title on the line, another indicator the game you’re watching matters is the overhead presence of the Goodyear Blimp.
However, the blimp will no longer be an actual blimp. With a new model coming online, it will technically be a semi-rigid dirigible.
Let’s jump in the cockpit and rather than flying over a big game, let’s take the blimp for a joy ride and visit your Hot ZIPs. As you fly above the neighborhoods so critical to your station’s success and your own livelihood, what if you could identify the houses where your P1s live?
With our Interactive Audience Mapping, you don’t need the Goodyear Blimp to see your audience, we bring them to life for you.
Patagonia highlighted the power of customized email messages.
According to a recent presentation by Steve Wages, email marketing manager at Patagonia, by customizing these offers vs. emails to the overall customer list, revenue increases by 79% per email. Now that’s ROI.
We see the same thing with our clients. When customizing the offer vs. including it as part of the station email newsletter, response and engagement rates soar.
Without much fanfare, Dave Ramsey’s lobby in Nashville provides a case study in great customer service.
At most stations, the experience of picking up a prize most closely resembles the experience found at your local DMV when renewing your driver’s license. At Dave Ramsey’s offices, employees heading out for lunch or on their way to a meeting, still take a moment to introduce themselves to a new face in the lobby and see if there’s anything you need. They are genuinely interested in why you’re there.
What if your receptionist offered to take the person’s picture in front of the station logo? These photos would be posted by the winner on social media and start generating engagement before she even gets into her car.
Coke reminded us about the opportunity to double down on your core product.
When you are the definition of a mass produced product, how do you provide customization and personalization?
According to the Wall Street Journal, the company has identified 30 “drinking occasions”—from “gotta have it to go” to “family home meal” that it is focused on super serving. All part of the brand’s efforts to put Coke within an “arm’s reach of desire.”
Heavy Deep PPM panelists turn on a radio 31 times per week. Understanding where your station fits into the overall radio landscape can help you see things differently and generate consistent success.
With Halloween, Hershey’s has a predictable event to impact consumer behavior similar to Christmas music for radio.
Halloween creates a dynamic opportunity not only to move merchandise, but it also offers the chance to “subtly pivot shoppers towards a new behavior.” After all, predictable changes in a consumer’s routine are invaluable, especially if you can introduce a new habit.
The passion that Americans have for Christmas music is embedded in our DNA as deeply as our sweet tooth. Whether your station changes to Christmas music or keeps its format, there are a variety of opportunities before, during and after Christmas to leverage this opportunity.
We are also big fans of the Keller Fay Group and their work highlighting the value of real relationships in the mobile and digital age.
We believe that the primary goal of your digital marketing shouldn’t be “to go viral.” As the Harvard Business Review reports, “Attention is a fickle, fleeting thing on which to build a business model, let alone a business, let alone an institution. Hence, attention without relation is like revenue without profit: malinvestment.”
Instead, a consistent goal that generates tremendous results is when your marketing facilitates conversations that deepen the relationship with your brand among your Super-Fans and Amplifiers who also help recruit new listeners.
As Keller Fay says, “Good marketing starts conversations, and chiefly because of those conversations people make decisions that ultimately determine which brands are successful and which fail.”
What insights will you bring into 2016? Send us an email or post a comment.
In the meantime, from all of us here at DMR/Interactive, Merry Christmas and Happy New Year.
– Andrew Curran, President and COO