Affinity Metrics, Chapter 2
In our last chapter, we talked about Arbitron’s new initiative to begin measuring the audience loyalty of a Radio station.
This is a great idea! It will give sales departments a better and more believable story to tell, especially for direct sales. After all, any business owner understands the value of loyalty to a brand, but not necessarily cume and quarter hour measurements.
Just selling “numbers” is a fatal error because in today’s world advertisers are able to place their dollars where they can measure the results far easier than they can with Radio.
Brand loyalty is the pot of gold at the end of every businesses rainbow, including Radio stations. But how does a Radio station playing much the same music as another station in its market achieve such a thing?
I mentioned in the last chapter how this was where the art and science of programming came together in just the right portions. And I intimated I would share the secrets of how to make this happen at your Radio station in this chapter.
I lied.
Well, not completely. I will give you a direction to pursue, but as for “secrets,” if there are any I have to save them for my clients!
Ray Edwards is one of the best copywriters in the Internet marketing world. His skill with words earns him up to $50,000 for one piece of copy and keeps his schedule booked for months in advance.
He teaches a very simple method in his copywriting course called “A.I.D.A.” Your copy must first grab the “Attention” of the reader, then generate “Interest,” build “Desire” and cause the reader to take “Action.”
You can apply the same acronym to build your Radio station.
Create a strategic plan with the goal of creating “Action” amongst the potential audience for your chosen format. Remember, “Action” has to be measurable and have a time limit for happening or you don’t have a goal, you have a wish and wishes don’t bring success.
The plan should contain all the tactics/actions necessary to gain Attention, generate Interest and build Desire to create Action. Every part of the plan should compliment the next.
Be sure to involve as many of your staff members in the creation of the plan as possible. You will need their buy-in if the plan is to be executed properly.
Remember; nothing breeds passion in execution like the perception of authorship.
Bob Glasco
glascomedia.com
bob@glascomedia.com
480-488-0903
