Programming Lessons From The Mall
May 6, 2016
By John Frost, Goodratings Strategic Service
Dozens of decisions come your way every day. Some are small and some are big, impacting the health and growth of your station.
Maybe there is wisdom to be found at the mall. (There's a sentence I thought I'd never say!)
The mall directory has some sections large enough to read the name of the stores: Macy's, Saks Fifth Avenue, and Bloomingdales. These are the anchor stores.
Other areas are much smaller with names readable only if you're standing on your head. (And I wasn't!)
The anchor stores serve as the primary reason people go to the mall. The smaller stores tend to be boutique in nature and add options to the mall experience. If Mom is shopping for a new outfit at Nordstrom, Dad can catch up on some computer work as he's gulping down a Venti Iced Skinny Hazelnut Macchiato, Sugar-Free Syrup, Extra Shot, Light Ice, No Whip at Starbucks.
Your station is like that.
Your station's "anchors" are its overarching brand values, the unique mix of music, compelling air personalities, and key listener benefits. (see Frost Advisories #122 and 146). Your smaller "stores" are everything else.
Here's the problem! Underperforming stations tend to focus not on the anchors, but on the everything else. And that focus changes perspective.
"Where focus goes, energy flows. And where energy flows, whatever you're focusing on grows." Tony Robbins
If your radio station is struggling you may want to check your own "mall directory". What's most important? Why do people come there in the first place? Perhaps the small stuff has become the big stuff because that's where your focus has been.
Now, off to the mall for a Venti Iced Skinny Hazelnut Macchiato, Sugar-Free Syrup, Extra Shot, Light Ice, No Whip at Starbucks!