“Summer vacation" - who doesn't think that sounds like a good idea?
Just don’t start too soon if you’re in radio - and especially if you're in Country Radio.
Just don’t start too soon if you’re in radio - and especially if you're in Country Radio.
Last week, Inside Radio featured this graphic from Nielsen as
part of an article on Memorial Day weekend format flips. It shows the noticeably heaver 6+ May and June radio
listening trends for the past four years.
I asked Nielsen’s Tony Hereau how Country compared and he shared the following.
While radio’s average 6+ AQH Persons starts a decline after
May, Country’s best 25-54 months begin
after May peaking in June, July, August and September (again, note the chart
above is based on 6+ while the chart below is based on 25-54).
A retailer eyeing these charts would likely think about how to convert these seasonal increases into year-round customers.
Taking a page from their playbook, here are five retail tactics and their radio equivalents your station can launch regardless of format.
Retail
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Radio
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Lower purchase barriers making it easy to buy
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Be present on as many platforms as possible. Be minimalistic in terms of time, effort and
information you require of listeners who want to engage in your contests or
sign up for your database.
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Provide superior value
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Insure your Entertainment Value always
exceeds your Cost of Listening (EV>CL). The EV is nearly
all-encompassing: from talent to music to promotions and more.
Meanwhile the CL goes beyond commercial load.
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Up-selling and cross-selling
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Use compelling teases and promote-aheads to drive additional
occasions of listening. Be visible and high-touch so you can ask for more
listening in person.
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Providing “Social Proof” that demonstrates shared values and
behavioral reinforcement
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Create believable “peer endorsement” in social media and imaging
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Finding ways to say “thank you”
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Appreciation is powerful in driving repeat usage and WOM.
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