Dave Beasing joins me today in a "group effort" entry:
A recent "Research Briefing" from The Center for Media Research speaks volumes about how radio personalities have an incredible opportunity to send great emails, while also improving web content. And it has nothing to do with music, client appearances, or concert calendars.
When so many web visitors are checking out sites about recipes, pumpkin carving, and other holiday doings, why wouldn't some of our most prominent jocks try their hand at providing similar information? Think about your midday personality providing her killer cobbler recipe, or your morning street guy giving out turkey carving advice. The same type of information can be provided around Christmas time. Our prediction? Some of these personal, relatable, holiday-focused content pieces could become some of your most visited pages. And they provide some positive, personal info about the jocks.
We learned a couple of winters ago about the value of emails that also tell stories. WCSX afternoon driver, Ken Calvert, sent out an email that had nothing to do with station contests, concerts, or appearances. Instead, he told the sad but funny story about how he fell off his roof while trying to clear it after an intense Michigan snow storm. In subsequent L.A.B. groups, listeners kept talking about the humorous, personal email.
Opening up a window to your jocks, their families, and their holidays can tighten the bond between the station and your best listeners. And if you're looking for viral marketing (and who isn't?), this stuff is a recipe for success.
-Fred Jacobs/Dave Beasing