A RELATIONSHIP MARKETING PLAN
Here is a step-by-step method of maintaining contact with your core using data base marketing, while constantly building new cume for the radio station and locating P-2 and P-3 listeners and converting them to P-1 (loyal) listeners. If you're not wrapping yours for 2010 up right now, resolve to do it in 2011.
1. Buy a metro survey area (from the same supplier of lists ARB/BBM uses) list of households with listed telephones in your target demo.
2, Telemarket to at least 10% of that data base during each survey. Call in the evening. Invite folks to try the station tomorrow morning. Make an appointment to call them again tomorrow night to ask their opinions. Follow up the second contact with a thank you letter from a member of station management. Add all who agree to sample to your station "frequent listener" data base.
3. Mail a letter to your entire data base from the station manager or program director at least once per year that includes a response card. See if they are still listening. If they ARE, keep them in the data base. They are are NOT, target them for telemarketing or a direct marketing campaign related to the reasons they no longer listen. Capture an email address, of course, and hook them into your social networking too, but don't stop using snail mail for these tactics until ARB and BBM do.
4. Send a station newsletter to the data base at least once per survey period. Have it arrive during week 1 of each survey period. Keep the editorial content fun, use lots of pictures of air and music personalities, but don't forget to sell the key benefits of listening to your station too! Sure, by email is cheaper, but aren't you trying to impact the ratings survey?
5. If you are in a Fall ratings market, you should have sent your Christmas cards (that contain a yearly calendar with a picture that will be saved and displayed throughout the coming year) signed by your personalities to the data base in weeks 8 or 9 of the survey.
6. Gather birth date information from all data base names. Send a birthday card (with a coupon for a cake, etc) hand signed by all air personalities to 1/12 of the data base each month.
7. If you are in a Winter survey market, send a Valentines Day card (with a coupon for flowers or candy) to all women in the data base during week 4.
8. Gather "at work" listening information and the names of friends who listen. Do mailings with silent contesting to listeners rewarding them for listening at work. Mention friends names on the air and pay off for data base people who "tell a friend" about the station.
9 Work to build a data base - emails, social networks and also snail mail too - that equals at least 20% of your projected cume goal. Recognize that at least one-fifth of the names and addresses will become outdated each year. Keep your data base up to date by constantly using it to generate "value added" promotion ideas that can be done off the air (consuming no units, yet building promotional revenue).
10. Send "thank you gifts" to your data base: refrigerator magnets, bumper stickers, key chains, etc.
These aren't tactics. Together, done in a timed, disciplined basis, it's a strategy that will pay off in better ratings in 2011. Growth isn't cheap. But, a plan like this isn't that expensive either, especially given the potential pay off.
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