Before pitching the game of his life to clinch the World Series for the Red Sox, David Price had to win the first post season start of his career, which came against the Astros in the ALCS. Following that game, Price saved a unique souvenir, “I got the bag of sunflower seeds I was eating in the ninth inning.”
Sunflower seeds have become the modern version of chewing tobacco in dugouts. In fact, on their way to winning the record setting 18 inning marathon, the Dodgers made a shrine of paper cups and bananas with sunflower seeds poured on, “as an offering to the baseball gods.”
However, success in baseball along with Nielsen ratings isn’t based on superstitions or gimmicks. Sunflowers offer a couple of meaningful takeaways, which radio can benefit from.
Sunflowers start the day facing east and as the sun progresses across the sky, the face of the flower follows along, resetting itself each night back to the east.
In a similar way, winning stations follow their core, employed listeners and map the customer journey, understanding the unique opportunities that exist throughout the day, whether it’s winning a tune-in or other types of brand engagement.
Heavy listening P1s tune-in on average 31 times per week, not to a single station, but to radio overall. How many you win depends on your strategy both on-air and off.
Considerable time and effort is spent on the on-air product, minimizing tune-out and growing TSL. Rightfully so.
It’s equally important to generate top of mind awareness off-air, when your core listeners are away from the radio. After all, listeners can’t tune-out if they never tune-in.
With repeat and varied touch points, focused on the life of the listener, you can drive in-car and at work tune-ins, while also keeping your station top of mind during the other parts of their day when they are away from the radio. This approach maximizes brand loyalty and mindshare, so you win their next listening occasion.
Mapping the customer journey for advertisers is also critically important, especially as it relates to radio’s unrivaled ability to deliver targeted messages to employed consumers with money to spend.
However, the real magic of sunflowers is found below the surface in their root system.
Each sunflower has a deep and extensive root system that goes well below the surface.
In a similar way, winning stations match a strong signal with a deep and extensive set of roots in the community.
Being entrenched in your local market is a key point of differentiation for stations that win the ratings and revenue battle.
The ability to have roots not only in your current HOT Zips, but also in neighborhoods where measurement will occur down the road, helps set winning brands apart.
For more information on mapping the customer journey of your employed listeners and building deep roots with those who matter most, contact firstname.lastname@example.org.
Andrew Curran, President and COO