As regular readers of this blog know, I’m a frequent Starbucks customer. At a recent visit, I noticed this card at the counter (click the image for a larger version). And after reading it over, I thought it was just an odd statement of the obvious. Why would someone need to have Starbucks suggest how their card might be used?
Then I thought again – some of their suggestions for how to use the Starbucks Card are a little different (“referral programs,” “performance awards”) and rather smart.
And my thoughts then turned to radio, and the times I hear stations say things like, “…and streaming on the worldwide web at abc.com,” with no further instructions.
Why wouldn’t we want to spell out the different ways in which listeners might use our stream? And in the process, “teach” them the various ways and locales in which they can access the station online? Like, listening at work where radio aren’t allowed, or tuning in the stream where the signal isn’t the best, or while working on your computer, or with headphones or ear bugs when you don’t want to bother others around you.
You get the idea. Stations pay a lot of money to offer the stream, but so often promote it as an afterthought. Or they talk about the stream, but fail to connect those dots to help listeners – many of whom may have only rarely listened to audio on their computers – figure out how and why this is a great service they’re offering. Those Starbucks folks indeed know what they’re doing.
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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