Thursday, August 18, 2011

Your Most Important Listeners

More from BBM/Canada's 2010-2011 Radio Data Book:

One-fifth of all participants in the ratings survey account for more than half of all listening. Four of ten contribute 80% of the total hours spent with radio.

Each time time you encounter one of your station's - or your competition's - heaviest users in person, on the phone, by snail mail or online, make certain they know that you know how important they are to your success.

1 comment:

Tom Asacker said...

People don't care one bit about you or your company. Their seemingly disloyal behavior should have given everyone a big clue. What they do care about is how you make them feel about themselves and their decisions in your presence.

So if you want repeat customers, stop trying to make yourself feel good by ignoring their desires or by treating them in an insensitive and instrumental way, and start focusing on making them feel good through the unique and on-going delivery of value.

And maybe, just maybe, they'll come back and bring their friends.