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5 Step Christmas Music Communication Plan
October 21, 2021
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It’s that time of year where Program and Music Directors prepare to add Christmas music to their rotations. Some stations flip to all-Christmas on November 1st, others wait until Black Friday, while some simply sprinkle in some holiday tunes leading up to Christmas. I guess it depends on the format and what you’re trying to accomplish.
Last year some research came out showing that listeners were ready for Christmas music EARLIER than normal because of the way it made them feel. Well, not much has changed in the world over the past twelve months, so you could assume the same.
THE REASON FOR THE SEASON
Of any radio format, Contemporary Christian should have the edge when it comes to celebrating Christmas since the format “celebrates Jesus” the rest of the year. Christmas music should be an obvious strategy and the largest welcome mat to satisfy (the majority of) current listeners and to attract new ones. Imagine building new CUME into the New Year.
Yes, some vocal few will be Scrooges because they’ll miss their favorite twenty-year old Casting Crowns song. For instance, when I was PD, one donor threatened to pull their support because the station went all-Christmas. You can’t please everyone, but you can clearly over- communicate.
COMMUNICATION REALLY IS THE KEY
Communication solves problems before they appear. So, here’s a 5-step communication plan for your Christmas music rollout:
1.Your Team and Board - Clearly explain the “WHY” and the goals you’re trying to accomplish. Your entire team (even interns) should be pulling in the same direction and equipped to answer any questions.
2. Donors and Underwriters/Advertisers - Your biggest fans will help spread the word if you make them feel special. Explain to them that apart from the team they’re the first to know. Then, ask them to keep the “Christmas launch secret” until a certain date. Even the ones who don’t care for your Christmas music strategy will appreciate the heads up.
3. Email lists - Those who’ve signed up for your weekly email or help on your music team deserve to know early too. This can take place a day or two prior to promotion beginning.
4. Listeners - Don’t simply implement your Christmas music strategy. Pre-promote it on-air and online. At my last job we made a theatrical event of going down to the radio station basement to find and pull the lever that started the Christmas music. By the way, we did that on Thanksgiving night and then aired an ICYMI shorter version promo for the next week.
5. Potential Listeners - What’s the point of having a robust Christmas music strategy without marketing it? “If you build it, they will come” simply doesn’t work. Spend some money to spread the word.
In December, share the deeper values of your radio station. Try to connect with listener stories and testimonials of WHY your station makes a difference in their lives. Sometimes you can overthink, so make sure you invite new listeners to keep listening in the New Year.
HERE’S THE TAKEAWAY
Many people don’t like surprises, and that includes donors, fans and clients. When you do your best to over-communicate you should experience less resistance and a better outcome.
Todd Stach is the Contemporary Christian Format Editor at AllAccess.com. He also coaches and consults with his business, Beyond615.com, where he strives to build confidence with clarity and creativity. He and his family live in the (615) area code, aka the heart of the CCM industry.
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