On a recent NPR “Morning Edition” program, anchor Steve Inskeep interviewed Michelle Peluso, CEO of Travelocity. The gist of their conversation centered on how Peluso makes quick, but thoughtful decisions for her company (think Malcolm Gladwell’s “Blink“). During the interview, Peluso referred to her Consumer Experience Team. In the process of redesigning Travelocity’s web site, she melded reactions from this team of real customers with analytical data to change the site, and differentiate it from those of her competitors.
We’ve talked about this same type of approach as an offshoot of L.A.B.s or Listener Advisory Board groups. Imagine going further, and selecting a Listener Experience Team of audience members with a demonstrated interest and passion for the station, and a sense for what can be truly great about local radio.
These listeners should be compensated (perhaps cash for meetings, and all the other trappings – tickets, CD’s, etc.), and their appointments should be for a limited period of time (perhaps one year). Think about giving them access to key planning meetings – when you lay out your next Arbitron survey marketing/contesting plan, when you’re roughing out your next billboard campaign, when you’re working on a list of weekend specials for the upcoming year, when you’re planning out your summer concert attack strategy, etc.
It’s all in the selection process, of course, but that’s where your database comes in. You can screen these listeners carefully, and bring them in for L.A.B. groups so you can see them and hear them.
Part of radio’s problem is that we’ve become insular. This is why it’s easy to become buried in our medium, while the world around us (iPods, texting, satellite radio, video games) is moving at a rapid rate. Having regular contact with a team of listeners who care about your station as much as you do is a great place to start.
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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