CCM Tip #1: The Jif Jar
October 2, 2015
by Tommy Kramer, Talent Coach
I'm so glad to be able to write coaching tips specifically for Contemporary Christian radio. I work in and coach all formats, but CCM is especially dear to me, because (1) it reflects my personal faith, and (2) this format gives you an opportunity to talk about any subject in a different way from every other station across the dial.
So let's start with a common misconception that's rearing it's ugly little head lately-not saying the name of the station the first thing out of your mouth, but just getting it in "somewhere" during the break.
Don't do that.
Here's why. First of all, the idea that "you don't need to say the calls first because PPM registers which station that person is listening to." That sounds feasible, but it's wrong. We know now that PPM is a function of memory and allegiance, just like Arbitron diaries are. People have to know who you are to find you again. The PPM device is measuring the decision that a person already made to listen to a station, and that's because they know what its name is and where it is on the dial. Otherwise, if I just hit the "scan" button and it landed on you, and you don't do a good job of Branding, I may not be able to find you again even if I want to!
And not all markets are PPM markets. Many, many markets are still using the diary method.
But the MAIN reason you should open with the name of the station is a simple one: There's a reason the Jif label is on the outside of the jar-the first thing people see. They don't put it inside the jar with the peanut butter.
If jars didn't have labels on the outside, I might accidentally buy Skippy, which tastes like road tar with peanuts in it, or (heaven forbid) Peter Pan, the peanut-flavored wallpaper paste.
Plus, when you say "Chris Tomlin and 'I Lift My Hands' on 92.9 KSLY," that's about Chris Tomlin, who's on 1200 stations, one of which happens to be yours. But if you say "92.9 KSLY and Chris Tomlin with 'I Lift My Hands'," it's YOUR song. You own it, and that's the kind of music that YOU play.
Branding is essential. (Apple comes to mind. Just their logo tells you what kind of person you're dealing with-and it's NOT the person who bought a Nook instead of an iPad.)
So we've started with the first thing: Calls first. A simple thought, but it's the first building block in a strategy of ownership. More on that - and a zillion specific techniques that'll help you as a Talent - as we move forward.