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How to use Facebook to market your radio station in 2016

June 15, 2016 – 4:51 pm Comments Off on How to use Facebook to market your radio station in 2016 | 3,515 views

Are you serious about promoting your radio station on Facebook?  If so you’re probably aware that it’s getting more difficult.  As it gets tougher I thought I’d share some things to think about when using …

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Home » Featured, Targeting Marketing

Programming and marketing your radio station in 2015

Submitted by on March 18, 2015 – 3:13 pmNo Comment | 4,118 views

radio programming

Marketing your radio station has never been more challenging, but does it have to be?

Coming up short when marketing your radio station?

Are you having trouble marketing your radio station? Many of our clients face the challenge of not getting the support they need from corporate to market their stations.  This leaves them open to attacks from more aggressive broadcasts in their market which leads to ratings and revenue erosion.

 

It’s best said by Seth Godin…”Marketing is a contest for people’s attention.”

 

Marketing for attention

We preach it every day.  We’re in the business of helping clients brand themselves but we forget this as soon as we enter the boardroom. We’re not only in a battle against our chief format competitors, but as industry we’re in a battle for ears; a battle against new digital competitors.  Marketing our stations should be top priority.  We’re losing the battle for people’s attention.  The radio silence is deafening!

 

Somewhat amazed 

I was speaking with a consultant recently who was concerned about his station’s number one competitor and his loss in ratings.  He mentioned to me that they were using a particular marketing company and he wanted to know what I thought the secret recipe was that they were using to against his station.   I of course asked him what his station was doing to counteract the marketing efforts by the competitor.  His response was that they we’re doing a national on-air contest.   After doing further research I found out the competitor was aggressively using social media and direct mail to target his station’s audience.  Let’s do the math, his station was only marketing on-air and his competitor was marketing on-air with a strong cash promotion, using targeted direct mail and a social media campaign.  No secret recipe here…just an aggressive marketer against a passive marketing station.

 

Those who market vs those who don’t…and the winner is …you guessed it.

The truth is stations that make the marketing commitment to aggressively promote themselves will nine times out of ten win the ratings battle against their number one competitor; especially if the competitor is doing little or no marketing. No mystery right, no special marketing voodoo, no secret.  If your competitor is a marketing minimalist then it’s time to fight and win the contest for your listener’s attention.

Ensure your ratings success

I think too often broadcasters that don’t market their stations look at Nielsen audio as the problem; the real problem is their lack of commitment to their station’s ratings growth.  Time would be better spend if these broadcasters spent more time programming and marketing their product and less time worrying about Nielsen’s shortcomings.

Which station are you?  

The station that aggressively markets itself?   Or the station that markets itself “just enough,” and then asks why the ratings are down.

 

 

 

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