But enough about me... let's talk about you. What do YOU think of me?
May 12, 2014
A psychologist we’ve consultedwith about consumer behavior would tell her interns that in over 40 years in practice she never had a “diagnosis” come into her office.Â She said thatto remind students in her charge that they’re treating people.Â It’s a worthy lesson to remind ourselves about as well.Â
How many of us have ever met a P1?Â A P2?Â A shared cumer?Â Yet these are the labels we use regularly to describe people and their relationship to our radio stations.Â When radio was the only thing out there as wireless audio entertainment, it was more understandable that we’d focus on the consumer’s relationship with us.Â
In the face of ever-increasing options for ears, we need to focus more on them â€“ and not just how they perceive us.Â Reviewing study questionnaires, we’re sometimes reminded of Bette Midler’s line in Beaches, “But enough about meâ€¦let’s talk about you.Â What do YOU think of me?”Â When we ask about them, we can learn all sorts of things that can be valuable in programming and promoting our brands.Â
What’s important to them?Â What attitudes are resonant among your most important listeners?Â How can you make your promotions and programming and branding stickier?Â
If you found out, for example, that feeling attractive is important for much of your target audience, wouldn’t you pander to that in station promotions?
If you learned that a strong majority would admit to looking (guiltily) at their smartphones while driving, you could adopt a number of tactics, stretching from reminding listeners to pull over before they text the station and running all the way to a public service campaign.Â Wouldn’t it be great to start something as viral as the Melbourne, Australia rail safety campaign, Dumb Ways to Die?Â Or the UNICEF campaign in India encouraging people to Take the Poo to the Loo?
You might probe your listeners’ attitudes about fitness.Â There’s an entire range of promotions and tactics â€“ and even features or programsâ€“ depending upon their attitudes.
Many workplace promotions characterize the boss as a jerk.Â While we all understand that trope from the sitcoms we grew up with, is that attitude still pervasive among your listeners?Â
How interested are your most important consumers in content like that offered by UpWorthyand BuzzFeed?Â Would similar content gathered from the local market get enough attention to be worth gathering?Â Would a 15-second tease on the air about one of these stories generate not only web traffic, but increased engagement with the station?Â
What things do they love â€“ or hate?Â What things about your local market make them feel great â€“ or ashamed?Â
Knowing the answers to these questions about them gives you a bigger tool set in creating promotions and content.Â Knowing the answers gives you an edge in creating not only more TSL or ATE, but in building a sense of community among your listeners.Â After all, when you think about it, it’s all about them.Â