The Emotion of Radio
November 15, 2013
In order to maintain success, what are the crucial things a brand (or a radio station) must do?
Go inside people’s lives, find out what turns them on, and make a difference by touching their emotions with mystery, sensuality and intimacy. If you give people more reasons to do or buy stuff, their eyes glaze over. Connect with the power of emotion, and eyes light up. Emotion is the new frontier of brand building. Science has proven that we think with our hearts. At the moment of truth, we choose the one we love.
Recently we spoke about Story Arc ideas for 2014â€¦and I gave the example of "creating first time experiences" for listeners.......
Check this back story from producer Michael Savage At Jacaranda FM in South Africa ...
Martin Bester Drive were recently invited to broadcast live from Durban, with thanks to our coastal sister station ECR. So we decided to make a listener experience out of the weekend prior to the broadcast. We asked the audience: 'If you know of anyone that has never seen the ocean, and has always wished that one day they can feel the sand between your toes, email us and we will make someone’s dream come true.'
We ran this as a pre-promo for a week leading up to the weekend:
We received tons of email requests from listeners, but one in particular caught our attention - a woman who worked for a company that ran an annual-term goal card for all of their employees noticed that the office tea lady had written on her goal card for 2013 that she wanted to see the ocean for the first time in her life.
We made contact with the woman, and got her to put us in touch with 'Rejoice', the company tea lady, and invited her to join us. We also offered her to bring along any person of her choice, and she chose her sister Magdelene, who it turns out, also has never before seen the ocean. It was a number of firsts for them over the weekend away, it was their very first time in an aeroplane, very first stay in a hotel, and very first beach experience.
Click here for the blog post, and view the video here:
Nowâ€¦.how about expanding this concept .......into a longer form arcâ€¦.
Giving our listeners amazing first ever experiences..............â€¦
Let’s find listeners who have never experienced the things in life all the rest of us take for granted.......What if we found someone who had never....
Experienced a real family holiday
Been on a plane
Been away from the city of their birth
Been in love
Hugged their child
Met their mum.........
Think about how you could make such a campaign work for youâ€¦.What would the story arc look like??
Remember the power of hitting emotional buttons. Strategically, it really can make your brand stand out from the crowdâ€¦
â€¦..just because you build a great radio station ..............listeners will not necessarily flock to it.
The answer is building a distinct product & personality and telling the world about it
A branding program like this will allow you to differentiate your product from others, even if they are in reality, similar. It creates in the mind of the listener the perception that there is no one in the market like youâ€¦...
I will leave you a teaser this time................check the video of a young girl called Lottee Brown:
More next time ...