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How to use Facebook to market your radio station in 2017

August 21, 2017 – 4:51 pm Comments Off on How to use Facebook to market your radio station in 2017 | 4,191 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 » Direct Mail, Targeting Marketing

Who are Your Most Important Listeners?

Submitted by on April 8, 2013 – 5:49 pmNo Comment | 11,761 views

Let’s take a look at your listeners. First understand that all listeners are not created equal. Who are the most important radio listeners in your market? Some of you might say that your P1 listeners are most important because they generate the largest percentage of your station’s listening. Part of this is true since they do spend more time with your station but the fact is if they are not survey friendly individuals then they don’t matter. So the truth is that the most important people to your station are those listeners that listen a lot and are the most likely to participate in a survey. These are the potential PPM panelist and diary households. But how do you reach them.

The most effective way to increase ratings is by reaching survey friendly people where they live

You can reach listeners—survey respondents by using television or billboards but it is not the most efficient way to reach them. The best way is to target these survey friendly households is through a highly targeted direct marketing campaign. We want to develop a marketing campaign that is targeted to reach potential PPM panelists or diary keepers with multiple messages just as Arbitron does. Does Arbitron use television? When was the last time you saw an Arbitron billboard? The following steps will help you reach PPM and diary households and generate higher ratings for your station. 1. Select an expert or organization that specializes in target marketing 2. Identify your ratings and cluster marketing objectives 3. Analyze both your station’s and your competitor’s hot zips codes 4. Identify individual households within these zip codes that have a higher propensity to fill out a survey 5. Purchase a list of targeted households from a qualified company 6. Develop a consistent marketing message 7. Use direct mail and/or telemarketing to further identify people willing to participate in a survey. 8. Use social media and other online techniques to support your outbound efforts 9. Send your marketing message to your station’s email and text database 10. Use street and buzz based marketing efforts to support this campaign 11. Review and analyze key campaign indicators to determine if the program is tracking successfully

Market your station to increase ratings and revenue

It’s no secret that in order to generate higher ratings you need to find the PPM or diary households and market the hell out of them. It’s also no secret that it works. It works over and over again in every market across the country if the station is programmed and ready to receive the influx of new listeners. So if you’re committed to higher ratings and your sales staff can convert these ratings into increased revenue then it is a pretty straight forward decision. Start marketing your properties to increase the value of your group. It is a great alternative to just cutting costs and reducing the viability of the station and cluster to continue to attract listeners and generate increased revenue. Of course the solution is probably somewhere in the middle but this requires a thoughtful strategic approach.

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