Saturday, July 30, 2011

Conversing With Listeners: Three Things to Talk Over Now

Tastes, opinions and alternatives are anything but static. So if you haven’t had a conversation with your listeners recently, you should. 

Here are three fertile and actionable talking points for your next listener panel or focus group:

Music Satisfaction.  “Playing the best music” is always a top reason for picking one country station over another.

How is “best” defined by your listeners? If you’re a mainstream station competing for a leadership position in the market, “best” probably includes millennial music. But there are multiple segments within the millennial cluster and the appeal of each varies. What combination is optimal for your station? What music combinations would make you the best second choice (good if that’s your goal, bad if you’re shooting for leadership)?

Your brand. What do listeners say are the tangible and intangible attributes of your station that differentiate you from a competitor? Which of these are significant enough to influence listening behavior? What assets do your competitors own? Overall, how do you stack up in what matters?

Synchronization. Are the things that are getting substantial air time the same things that listeners want us to devote a lot of time to? How is the alignment between your music and talent? What’s your level of relevancy on a daily basis?

“The more you engage with customers the clearer things become and the easier it is to determine what you should be doing” is an oft-quoted line attributed to John Russell, President, Harley Davidson.

If you need a hand getting a dialogue going with your listeners, give a call, text or email.

And if you’d like to leave a comment sharing something that you learned from interacting with your listeners, you’ll be enriching us all.

Friday, July 22, 2011

Effective Morning Show Billboards: Two Examples

Planning on using billboards to promote your morning show? Here's a quick checklist for your campaign.

Effective billboards are short, clean, targeted, attention-getting, and clever. They create desire, ask for action directly or indirectly, and leave an impression.

Here are two morning show boards that deliver on all these counts.

The Power 105 board is up now, the Imus  board was up a while back and the shot is via WABC's Facebook page.

These communicate far more than the too common “Ken and Barbie Mornings, 6-10am.”

Seen some boards you’d like to tell us about or direct us to?

Saturday, July 16, 2011

Alpha Boomers: What Their Country Station Might Sound Like

With “Alpha Boomer” now one of Arbitron’s standard Tapscan demos, I revisited Albright & O’Malley’s Roadmap 2011 (our annual online perceptual of 10,000+ country listeners) to see how the appeal of the various Music Clusters broke out across 25-54 and the 55-64 leading edge Alpha Boomer demo.

The bars below represent the percent of ‘Like a Lot” (highest score) for eight music clusters. The blue bars are the responses from 25-54s, the tan bars 55-64s (for display purposes I selected one of the songs in each cluster to represent the entire segment).

55-64s give the Early Millennial cluster the highest passion score. Alpha Boomers also have a long “era tail” with the Boom and Late 90s music clusters outscoring some more recent millennial clusters.

Still, Roadmap 2011 revealed that the majority of 55-64s are extremely positive about how country music is sounding over the past 12 months.  86% feel country music is as good as or better than it’s been over the past 12 months with 94% listening either the same or more to their local country stations compared to a year ago.   

Your mileage of course may vary. Hopefully this inspires you to check into how different segments of your audience respond to your individual music clusters.

Tuesday, July 05, 2011

Get Shorty: Communicating More Concisely

This blog is intentionally under 500 characters; that's the threshold for the new messaging service Shortmail.

Its mission? Improve your relationship with email by eliminating time wasters.

Shortmail forces senders to acknowledge that attention spans are short and no one wants their time wasted. Emails are under 500 characters or they can't be sent.

Whether or not you subscribe to Shortmail, it's hard to argue against more concise, focused, and easily digestible communications on or off air.

Friday, July 01, 2011

Being In The Moment

Here's a great example of being in the moment and scooping the marketplace.

Congratulations to all involved for being in sync with listeners' mindsets on the Friday before the 4th of July weekend!

As Max Media Norfolk Market Manager Dave Paulus says, "Everything matters."