These Should Be The Digital Goals Of Your Radio Station's Events
August 23, 2016
Radio stations are involved with a wide range of events, from small promotional appearances and bar nights to huge concerts and festivals. Over the last decade, we've seen the rise of new technologies that allow us to take advantage of these events in new ways. But how should we use tools like social media, email, and text messaging as part of our station's event strategies?
Before you can map out the tactics you want to use, it's important to establish your goals. What do you want to achieve with your on-site digital strategy?
Let me propose three goals that should shape your strategy:
1. Drive Attendance.
Whether your radio station generates revenue directly from the ticket sales for an event or indirectly by driving people to an advertiser's location, you want as many listeners as possible to show up. One way to use your station's digital assets is to turn out the crowds. Once you've established this as a goal, you can turn to tactics, such as promoting the event on social media or to your email database.
2. Generate Content.
Content Marketing should be a big part of your radio station's overall digital strategy. To do Content Marketing, you'll need content. Radio station events can be a great source of content, including photos, video footage, audio interviews, and text recaps. For example, the DASH Conference that Jacobs Media hosted last fall gave us an opportunity to produce a series of backstage interviews about radio and the connected car that we're now releasing as a DASH Podcast. If you plan ahead, your radio station's events can provide you with a ton of content to grow your online audience.
3. Capture Contact Information.
One of the goals of your station's digital strategy should be to gather data about your listeners. After all, advertisers increasingly want to know more about who they are advertising to so they can allocate their dollars effectively. If you can capture contact information - such as an email address or a phone number - from listeners when they are on-site at your events, you can set yourself up to go back and gather more data from them later. Make data collection one of the goals of your on-site digital strategy.
NEXT STEP: Now that you've established the digital goals of your radio station's events, you can focus on tactics. This week, I'll show you some of those tactics when I host a free webinar called Digital Strategy for Radio Station Events. You can register here.