What’s the Shape of Your Recovery?

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Harvard Business Review recently published a list of insights on the elevated role of marketing in the midst of this pandemic. As you work to bend the shape of your recovery, these insights can help accelerate the growth of your ratings and revenue.

Is your recovery ahead of schedule? The exact pace depends on various internal and external factors, including public health orders, which calls to mind the phrase, “control your controllables.”

Creating great content and bringing in revenue are essential aspects of running a radio station. With your ratings the #1 driver of station revenue combined with the reality that your best listeners spend 95% of their lives away from the radio, station marketing is essential to building listening habits and winning the recovery long term.

Despite the ongoing reality of reduced listening levels across markets, we’re continuing to help stations outperform their competition and surpass pre-COVID listening across formats and groups.

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Getting heavy listeners to think about your brand, while they are away from the radio is crucial to winning their next occasion. Specifically, this top of mind awareness is critical for your brand each time your target audience gets into their car or arrives at work. These are the moments in their life when so much listening occurs.

With this strategic focus in mind, Harvard Business Review offers marketing insights that align with our DMR 360° Listener Engagement Strategy, designed to help accelerate your ratings and revenue growth.

Old truth: You are competing with your competitors.
NEW TRUTH: You are competing with the last best experience your customer had.

By the time schools welcome kids back in the fall, it will have been 18 months since the onset of the pandemic.

Your listeners had their world turned upside down; their need for radio changed along with their listening habits. Did they build new habits, find a better experience somewhere else or have they not been commuting to work? Regardless, how do you aggressively rebuild their listening over the next 6-12 months and keep them coming back for more?

That answer is going to vary for each listener, but across markets and formats, it starts with this next insight.

Old truth: Relationships matter.
NEW TRUTH: Relationships are everything.

Most people have friends from high school or college they haven’t spent time with in years. Yet, when you reconnect, you pick up right where you left off, not missing a beat.  

That’s the power of great relationships and it’s an opportunity that this ongoing recovery represents. A chance for listeners to reconnect with old friends – the personalities on their favorite station.

The fear programmers have of being forgotten by listeners is real and something stations are contending with as the months go by. The good news about relationships is that along with reconnecting with old friends, you also continue to build new relationships.

Especially when you focus on super-serving your target audience.

Old truth: Marketing begins with knowing your customer. 
NEW TRUTH: Marketing begins with knowing your customer segment.

When you look at your ratings, it’s all about knowing and super-serving your customer segments. Even in a well defined target demo, you have multiple segments.

For example, among W35-54, the life of a working mom with young kids is significantly different from the older end of the same demo when the kids are out of the house.

The more you know your customer segments, the more targeted your marketing will be, which will help your messaging break through and resonate, while accelerating the formation of stronger relationships with your brands, resulting in increased listening occasions by those who matter most to your ratings and revenue.

Let’s bend the shape of your recovery. 

On behalf of Catherine Jung, Tony Bannon, Jen Clayborn and everyone here at DMR/Interactive, thank you for reading and driving radio forward.

Onward,

Andrew Curran
President and COO
DMR/Interactive

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