It’s interesting that the old AT&T “Reach out and touch someone” slogan still resonates today. In this post, Bill Jacobs takes a moment out of his busy schedule to implore DJs, shows, and hosts to do the same thing for fans. As our world becomes more impersonal, these hi-touch moments take on even greater importance. Read on. – FJ
We’ve consistently preached about the necessity of creating a personal bond with listeners, especially given the anonymity of listeners on pure-plays like Pandora. But now we’ve all been one-upped by none other than The Pope. Yes, the Pope.
It’s hard to imagine anyone on earth with more obligations than Pope Francis, but he has turned out to be one unique pontiff. How unique? Enough to actually sit down and call “P1s” directly. On the phone. Out of the blue.
Now stop and think about that for a minute – one of the world’s most famous and influential leaders taking the time to randomly call a member of the church. And it doesn’t stop there. He even makes calls to cancel a newspaper subscription.
But there’s not an obvious reason given for his call to Stefano Cabizza, a 19-year-old engineering student from Italy, who had sent the Pope a letter. Cabizza could never have expected the phone to ring and hear “Hello, it’s the Pope.” That’s what it means to be personal with fans, followers, and members of the flock.
While a call from you, your morning team, or a key jock might not carry that type of divine heft, you can be rest assured the recipient will tell everyone he/she knows what happened.
Generic “Happy Birthday” emails are one thing, but absolutely nothing comes close to having one of your stars directly reach out to individual station fans. And it’s not just the Pope. Last week, Justin Timberlake went out of his way to make a quick meet-and-greet with Giana DiLascio, a young girl recovering from brain cancer surgery.
Though there are many ways to reach out and connect with a fan, a simple phone call can have immense impact, coming from a favorite DJ or personality team. It’s a great chance to connect with your “parishioners” and thank them for listening, even to follow up with prize winners to make sure everything went well. Not a promotions assistant or the receptionist – one of your key jocks.
So what’s the excuse? It’s always about time, and that’s understandable – we’re all busy. But from a consumer perspective this isn’t like the VW dealer following up on how your oil change went. This is a call from someone fans look up to, respect, enjoy listening to, support, and with any luck writes down in a diary when they get an opportunity or simply listen in while they’re holding a meter.
The Pope’s reason for making these calls or Justin Timberlake’s motivation for meeting a fan may be different than yours.
But neither changes the fact that recognizing and thanking your fans will not only never go out of style – they’re an imperative. The Pope was on the phone with Stefano for all of 8 minutes and really, who doesn’t have that kind of time to deepen a bond and solidify a relationship? In Timberlake’s case, he went out of his way to meet with Giana in between radio interviews.
Priorities, priorities.
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.
- Radio + Thanksgiving = Gratitude - November 27, 2024
- Is It Quittin’ Time For SiriusXM? - November 26, 2024
- Radio, It Oughta Be A Crime - November 25, 2024
A sales rep for a station here in Houston tells the story of having trouble with his Mac. After some wrangling with Apple support, his issues were taken care of. A few days later he was stunned to find Steve Jobs was on the phone, calling to see if everything got resolved the way he wanted it. Needless to say, our friend will be an Apple customer for life.
A great story even if it’s urban legend. But that’s how these personal touch stories become viral and resonate for years and years. Thanks for sharing it here.