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Radio Is More Than Just A Utility - It's A Living Brand That Cares About Its Community
February 21, 2017
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As we often talk about, social is a space where it's critical to look for ways to go beyond the ordinary and create meaningful fan experiences.
I like to call them "Holy Crap" moments.
These are the moments, in part, that create the intangibles every great brand has built its foundation on.
Here's one of those moments recently pulled off by Q98/Fayetteville.
Miss Sarah and Jeff Davis of Q98 shared, "When the team from the band Foreigner approached us on spearheading a contest to find a local school to perform with them at their upcoming show, we definitely wanted to incorporate video.
Video makes everything more personal.
We choseInstagram as the platform this would play out on. (It's less complicated than uploading to YouTube, sending a link, etc...)
They had to create a 15-second video to their own Instagram account, include "#AlwaysQ98" and "#Foreigner," and we'd find them.
As the videos poured in -we re-posted them to Q98's Instagram account, andshared them on the Q98 Facebook page, too.
It was important for the station to interact with the videos (commenting, liking, etc...), to show everyone that we're paying attention.
At the end of the voting period, we contacted the winning school and captured their moment on Facebook Live!"
Click here to watch the Facebook Live
Even Foreigner shared the Facebook Live video:
These are the moments that make people come alive; the good will experiences we should know how to capitalize on.
It's a simple reminder on the core tenets of brand building today.
- Hacking our way, every day, to try and personalize each fans experience with our brands.
- Experiences trump empty transactions, always.
- Never look at fans based on what they can do for us but rather how we can serve them.
- It's all about what people remember.
- Audience perception has a bottom line effect.
Social can be the greatest asset you have to remind everyone radio is more than just a utility - it's a living, breathing brand that cares about its community.
And these 'Holy crap' moments don't always have to come in the form of big prizes, tickets or meet and greets.
Often times the simple act of acknowledgment means everything:
Experiences are the intangibles that matter.
Howard Schultz, Starbucks' President and CEO, put it best:
"Great brands are a culmination of intangibles that do not directly flow to the revenue or profitability of a company, but contribute to its texture. Forsaking them can take a subtle, collective toll."
The world is drowning in substandard behavior.
So how can you make your station stand out in such a distracted landscape?
-Start by never missing an opportunity to be good to people.
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