Building Brand Awareness
March 8, 2011
There's a factor in all ratings, even PPM-metered markets, which goes beyond actual listening. The stations that are better branded and own a market image produce better numbers. The truth is that brand awareness brings about business. It's true for Nike and Starbucks, two of the best brands around. Scott Bedbury counts those two brands on his marketing resume and offers this advice. "A great brand is in it for the long haul. It taps into emotions and becomes a powerful connecting experience."
In radio, a well-branded station has tremendous top-of-mind awareness ... and that translates into bigger cume. In diary and telephone ratings, that alone becomes a ratings halo that can transcend actual listening. As with Starbucks and Nike, it's the "experience." It's about sharing experiences with your listeners and making them feel good about themselves ... about the time they spend with you. It's being an essential ingredient in their routine because you give them what they need. In branding, it's an emotional response that connects.
Begin the branding process before your Spring ratings by identifying your unique offerings, in addition to your music product. What is it about your station that your listeners cannot live without? What do you do to drive listener passion? What does your morning show do differently from other stations, and is it better? Avoid being too similar ... and don't do a midday request show because everyone else does. Make your offering unique. Personalize your weather to your market activities and listener needs. Are your website and social media truly interactive? Are your promotions super-serving the listener?
The cloning of great sounding stations occurred long before the cloning of sheep in Scotland! Learn the branding secrets that contribute to successful radio stations. Discover a hundred ways to make your programming interesting and fascinating to listeners. Create a one-on-one relationship with the listener while instilling an on-air station personality. Programming a fresh sounding, top-rated station requires inspiration and creative liners.
See the Lund Stationality Stylebook.