Sunday, June 01, 2014

Building Blocks

If you expect your listeners to recall and even more crucially "use" your daily benchmarks as PPM-drivers, you need to be so entertaining at every moment that the audience is in constant fear of missing anything so they never tune out.  

OR, you need "named elements" that simply knock their sox off and create daily buzz at predictable times.  Theorems behind this concept:

1.  Be certain your listeners know the names of these key appointments for entertaining listening.

2.  Listeners rarely can recall more than two or three of them.  That means you are wasting your (and your listener's) time naming daily elements that fail to be sticky over the long term.

3.  The name of each solid benchmark must provide a clear indication of its meaning, which listeners all understand.

4.  You know how much interest each potential entertainment element contains for your listener, as well as the perceived importance of every type of attribute you consider adding to your show.

5.  What kind of/level of negatives does each also generate?  Do the positives greatly outweigh the negatives?

There's only one way to be sure.  Ask your listener.  Thanks to today's many social and interactive research tools, it's now easier than ever to do so. 

Which means that if you're not constantly tracking real-time feedback from your heavy users to be sure that what you believe are your "benchmarks" serve as the same for listeners, it's quite likely that your competition knows more about what works and what doesn't on your radio station than you do.

No comments: