One of the big findings from our recently released Technology Poll is that six of every ten radio station email database members say that being a member of this club strengthens their relationship with the station. Wow!
This is something we've suspected, but now have quantified. Of course, this whole idea of listening to your listeners is the centerpiece of the NeoRadio campaign, and fits in perfectly with email databasing. We have done a great deal of work lately with Ruth Presslaff of Presslaff Interactive Revenue, as well as our ongoing association with Ben McConnell (Mr. Evangelism Marketing), and we've seen the results of harnessing and strengthening loyalty via the database.
Now the King of All Marketing, Starbucks, has initiated a campaign of its own – Starbucks Customer Connections. Yup, it's the same model – sign up, receive exclusive information, and share your thoughts. If Starbucks is doing it, you'd better believe there's a “there there.”