Get Passionate with Your Listeners

Gary Begin/Sound Advantage Media

There are enough books on branding to fill an archive warehouse. Some of the finest assistance for radio stations comes to these suggestions that have worked well for Sound Advantage Programming clients:

Establish who you are and where you’d like to be in the marketplace. Associate with the needs, desires and actions of your listeners. Recognize your present brand parity. Do you really need a name change, or just the logo or slogan?

Keep things simple. The more hoops you provide listeners, the more confused they become and less likely to stick-around. If you require explaining your brand, start over! The best marketing is often a gift or a conversation you’re having with your listeners.

Become passionate. It’s the passionate bond with listeners that wins! Old school radio phrases such as “the hits of yesterday and today” or “Today’s Country and The Legends”” are bland, emotion-free slogans. Reflect on the brands in radio that have had staying power. The Big Ape in Jacksonville, Newsradio 88 WCBS New York or the new Nash FM in New York with their “Country for Life” slogan.

Dismantle the status quo. Examine your time-tested slogans and be sure your brand method links listeners to your station. Switch your branding and see if it makes sense with your station cluster. If you possess a “New Country” station, does the current country station in your group seem “timeworn” and less appealing?


The Art of Becoming Successful

Gary Begin/Sound Advantage Media

Success isn’t just about what you achieve during your lifetime. It’s about what you encourage others to accomplish. Your ability to set objectives and create strategies for their achievement is the “Principal ability” of success.

The expansion of this capability and your building it into a lifetime routine will increase additional success and accomplishment in your life more than any other ability. As with most things, you can possess the development of setting objectives by increasing your knowledge and then apply it to everyday life until it becomes involuntary.

Your objective should be to become an unceasing objective setter. You need to develop clear and focused strategies you discover yourself doing each and every day.

Radio Listeners Emotional Connection

Gary Begin/Sound Advantage Media

It is difficult to find an influential medium which consumers possess a strong emotional bond better than radio. Every listener has a favorite station which they have an emotional connection. Your listeners need to become “Brand Loyal” to your station. There’s a natural development for radio brands. Consciousness tips to a brand image with the objective of developing a franchise. Numerous radio stations stagger during this step, becoming one of countless stations which play a certain style of music. This makes them just another signal on the radio. Nothing more than music boxes!

Possessing a franchise or ( brand ) brings you in front of other radio stations in ratings competition. Brands are kings of top-of-mind awareness. But, how do you attain that emotional connection?

Create your station to target a specific audience, and then grow larger as circumstances warrant. This permits concentration on important areas initially.
Build your on-air branding robustly so listeners will not overlook your station. Practice using social media to expand your persona. Social media is relationship constructing a communal experience. Constructing stationality is critical! Sell your station’s name. Hawk your station brand instead of individual personalities for most stations. Build a brand listeners simply cannot live without.

You must be strikingly diverse and superior to take listeners away from your competitors. Playing more music per hour isn’t the solution. Possessing great air personalities, a healthier emotional feeling and extra fun with stronger engagement works like super-glue!

Radio stations that are franchise players, those elements exist. While branding against internet stations like Pandora or XM/Sirius, focus on what makes your station unique. Entertaining air personalities, local weather, time checks, not obtainable from non-terrestrial suppliers.


Increasing Your Cume

Gary Begin/Sound Advantage Media

The New Year is about Radio increasing Time Spent Listening and connecting with your listeners. How well does your radio station connect with your listeners?

Always start with on-air contributions. Does your station sound in-the-know, or are you sending your listeners somewhere else for what they want? Constant time-checks and weather remarks in Morning Drive, for example.

Search your capability to increase listeners through your databank. Identifying listener birthdays on Facebook is an immense event. When contest winners receive prizes, make sure there is a personalized note from the air personality who awarded the prize thanking them for listening!

An excellent way to increase cume is by personal contact. Hitting the streets and pressing the flesh. Remember to shake hands, ask their names, and reference a few on your next show. Your role is to reflect the listeners life through your radio station.

It’s always much easier to increase new listeners through endorcements from existing audience members!