Thursday, February 17, 2011

Stationality: Who Is Your Listener? What's YOUR "Word?"

Yesterday's post included a slide from Daniel Anstandig's 2007 presentation at Dan O'Day's PD Grad School, because Dan made some evergreen points so perfectly.

#1: choose YOUR ''word."

"Comfort," the one that resides in the center of his example
bullseye works perfectly for a Christian AC or other soft format.

What one word gives expression to everything you want to stand for in the mind of your audience? Choose thoughtfully.

It is imperative to understand the target listener’s world of experience.

Successful stations give listeners a sense of belonging by validating their values and lifestyle.

It is impossible for us to “out-technology” new technology.

Creative distribution can’t hurt us, but the bottom-line for continual growth is cultivating relationships through your programming.

How can you make a one-on-one connection with your listener in a way that they believe you’re talking to them on a personal level every time they listen?

It’s not only about what your radio station does. It’s about what your radio station means.

Tomorrow, another audio communication expert, Nick Michaels, on how to make sure that this happens on your radio station.

1 comment:

Gary Marince, Arbitron, in FMQB (click to read the entire article) said...

Think of any head-to-head format battle where you have two stations playing the exact same music. You can have one station with a 10 share and the other with a 5 share. The leader generally owns a strong position (such as “Top Rock station” or “At Work”) in the mind of most listeners. That’s why they’re the leader and have the higher share.

What seems to be the difference maker is the emotional bond and strength of position your station has relative to its competition in the format category. It’s based on our connection to the product (or in our case station). Think of it this way. If a station has a 4% share, how many points are derived from the station having a strong position in them mind of the listener and how many points come from strong execution (the sum of the little things done right)? It’s my opinion that 3 of the 4 share points come from the strength of the station’s position and 1 point comes from its execution. Owning the desired brand is more important than “playing a song in the right spot.” Remember, this option is based on informed intuition – so it’s not truly scientific. It simply makes sense and resonates with experience from the world of Brand marketing. It helps us understand what really moves the needle comes mostly from our position. Of course sounding great every time people tune in is important so it goes without saying execution remains essential…but we gotta’ have the position to “win the off.”