Radio stations throughout the land have all been fighting a war of attrition these past few years: shrinking marketing budgets.
Now if we were a bunch of Kentucky Fried Chicken franchises, we’d be in trouble. But because we’re radio stations – brands that consumers still are passionate about – we have alternatives, and pretty good ones.
That is, if we decide to use them.
Just like professional sports teams and rock bands, radio fans are always looking for more. Other entertainment sectors have mined the behind-the-scenes opportunity, but radio has been slow to respond accordingly. After going to baseball games for years or attending rock concerts, the experience gets to be mundane after awhile. The same is true for radio.
That’s unless the brand uses its resources strategically and innovatively to provide added value to fans. Entertainment consultant Michael Brandvold – who has spoken at several Jacobs Media Summer Schools at the Conclave – knows this formula well through his work with KISS. Their wildly successful VIP ticket program speaks volumes about how to give fans a backstage, special experience (and benefit from it):
Most good radio stations have the potential to put together their own versions of “backstage” packages. Note that most of the assets offered by KISS in this bundle are related to activities the band is doing anyway. Aside from the Meet & Greet, most of these items are basic merchandizing and branding tools that cost KISS very little, but provide an invaluable experience for their fans.
Radio stations have their own unique ability to take fans behind the velvet ropes to provide unique experiences that are memorable and that will be shared socially. Consider making it possible for listeners to:
- Become a member of the programming team for a music meeting
- Sit in on a key personality’s show (or in the case of a big morning show), set up several seats similar to the old Alex Bennett Show back on Live 105
- Attend a key concert, sporting event with a station personality
- A studio/station tour (again, more merchandizing)
- Work as a Guest DJ on a Sunday night and select one hour of music
- Be chosen as an uber fan to ask a favorite music star questions in a featured interview
It comes down to providing unique fan experiences – something that consumers cannot get from their iPods or iTunes Radio (yet).
Most radio stations have local yank, personalities, and other resources that many simply take for granted or overlook completely. I see this every time I conduct Listener Advisory Board groups in the station conference room. At the conclusion, attendees get jazzed for the station tour, love seeing the air studio, and stare at the gold and platinum records on the wall.
In the same way we discussed how stations would do well to rethink their strategies about attracting young recruits to the radio workforce, companies and local brands would be similarly wise to evaluate the fan experience.
Every major brand – especially new media outlets – pours resources into the UX, working hard to build memorable and smooth interfaces with consumers. Many radio stations have banked considerable brand equity points, but the need now is to rethink the givens and find ways to reignite the fan experience.
The pure-plays would kill for what radio has.
Use it before you lose it.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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I agree 100% with that and I’d admit. Top 40 and country do a pretty good job of that. the problem Is though getting the true mileage out of them and taking advantage of the value that they bring . For rock and alternative stations where I believe from a passionate perspective these access items have the most value , in my past experiences they were always either whored out to sales to the point that it just became another commercial Or the pd gets a hold of it and either burns the concept out over the course of the month. Or just subtlety does the contest on someone’s show thereby not taking full advantage .
I agree the access is critical because most of the time it is great cred value at no cost to the station but what is equally as critical is the way it is promoted because at the end of the day. What is the point ? Fred you’d be really surprised on how many stations don’t execute this concept correctly .
Consultants, in particular, know that even the best promotions fall short if they’re poorly executed. Thanks for the reminders, Frank.