The Doctor Will See You Now
March 5, 2013
As you prepare for the Spring ratings, it's a good time to check your formatics for signs of weakness that your competitors can exploit or that may drive listeners away. Here are key places to apply first aid:
- Watch long talk breaks (more than 20-30 seconds) that signal time away from music. Edit to remove side topics and items that go off-track.
- Limit signal words that trigger a "talky" image: talk, discuss, we'll tell you all about that, etc.
- Monitor the payoff value of talk segments. What does the listener get for the return on investment?
- Keep moving forward by giving reasons to stay tuned. Move listeners to the next 15 minutes, hour, and daypart. "Recycle" listeners; strive for longer TSL and more tune-in occasions.
- Just like good bedside manners from your doctor, build the best emotional connection possible with your listener. Do everything you can to make them like you, including "liking" you on Facebook and following you on Twitter. It's good branding, too.
- Build awareness, making your station brand top-of-mind. Avoid being "the radio station" in your listener's mind. Be first on their mental checklist of stations.
- Tailor service elements to local needs. Give listeners what they want - snow closings, weather alerts, text alerts, and even paying attention to local youth soccer leagues if important to your community (on-air, on your website, and in social media).