CRS In Action: Winning The First Occasion
February 10, 2016 at 3:18 PM (PT)
In this AFTERNOON's (2/10) panel "WINNING THE FIRST OCCASION" at COUNTRY RADIO SEMINAR (CRS) 2016, panelists BILL HAGUE, ROB ROWE, and TIM CLARKE shared their insight of how to win the first tune-in each day. They looked at how TV, radio, and digital (in particular, mobile) are competing for this very important tune-in occasion.
The panelists first looked at what exactly the first occasion is. Research shows that morning is currently the heaviest tune-in time, but they all agreed that what is most important to realize is that the tune-in time, the first occasion, can be anytime. What programmers and on-air personalities need to realize is that what is most important is getting the right message to listeners at the right time.
Research also showed that the majority of people first tune-in to their television in the morning, but 80 percent of those viewers listen to the TV programs rather than watch. And 60 percent of those TV morning viewers feel like the morning program is wasting their time, which is a great opportunity for radio. If people are listening, why should it be TV?
The panel also discussed radio utilizing digital to its advantage. CLARKE said, "Digital is real right now. The first occasion is already won by this device," he said, raising up a smart phone. He insisted that your opportunity to be on that person's screen is critical. You need to be their first feed, pushing notifications if you have an application, and if not, then utilize FACEBOOK, and after that TWITTER and INSTAGRAM. He also added that you have to provide valuable content in those digital feeds and build your brand, so that once users see you on their screen, they will then listen to you in the car.
The panelists all agreed that winning the first occasion is about knowing your listeners' habits, utilizing them, and building relationships. One of the advantages they all agree that radio has is being a local brand. In addition to digital content and branding, focus on your personalities and build a relationship with your listeners, so that you don't just win the first occasion, but every occasion.