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In Business 101 we learn that a good
or service is traded for dollars and cents. It works the same way
in our industry. For example, as Christian broadcasters, we need to
present an excellent product to our customers (listeners) in order
that they might “buy” what we have to offer them (the ability to
enjoy our content, patronize our sponsors, supporting our ministry
partners who underwrite/purchase time from us, etc.).
It’s so easy for us to get stuck in a
rut doing the same old thing…allowing our library to shrink and
shrink and shrink…playing the same old liners…and sitting behind our
microphones. I would challenge us as an industry to allow ourselves
the creative license to open up our minds and think freely and
creatively. We need to take an active role in bringing the
community together. And that looks like plain/normal people,
creative/nutty people, and even more importantly people that we
would usually never consider. That said, when we are determining
what goes to air on our stations, we need to be asking ourselves
this questions: “Does anybody care?” “Is this making an impact?”
“Does this serve the common good?”
More than that, it’s incumbent on us
to make the initial connection with our listeners. How are we
meeting them, touching them, reaching out to them face to face in
their communities and in their comfort zones? And how can we do
better?
So with that in mind, what sets (your
station/network) apart from all of the others in your market and
beyond? Thought needs to be given to answering that question and
you need to use it to filter other things like clearing a song,
program, feature, underwriting announcement/commercial spot. Are
you wasting our time and resources or are we delivering worthwhile
content to our listeners? People today are overwhelmed with options
for how they can receive content. There’s terrestrial radio,
satellite, the new HD technology with its multiple sub-channels,
podcasts, streaming content on the computer, and more. The reality
is, because of today’s advancing technology, your audience has the
opportunity to grow into a global community.
Another very important factor for
content that delivers is the principle that listeners want to know
the benefit(s) to listening to our station verses the other stations
in town. If they give us their time (TSL), they want to know that
we have given them a great listening experience. Be mindful about
ways you can better engage them. The customer experience is just
that, a customer experience. We must be so connected with our P1
listener that we know what it is that they want/need and then
provide it to them; while at the same time, attracting new listeners
as well (Cume). A question that you could ask your team is, how
does someone “feel” after listening to us?
But here’s the kicker, it’s not good
enough for your announcers to simply tell listeners this or for your
BIG voice to communicate this via your expensive, well produced
liner package. We as a radio station/network and as a format and
even as an industry have to live this out. Simply put, the benefits
to listening to ______________ must now become deliverables.
So here’s the bottom line. Why do
you exist? Why do you go in to the station day after day, year
after year?
With today’s technology and the “you
must be a content creator” mindset, it is imperative that you/we
begin considering the answer the question: Our radio
station/network wants to be known for being the best in the WORLD
for ___________________.
Takeaways from this article:
- There is a strategy to
developing an audience.
- What sets your
station/network apart from the rest?
- What does the listener
experience and feel after listening to your station/network?
- How can you do a better
job of genuinely connecting with them and implementing their
feedback?
Radio is changing. Let’s be there,
and let’s be ready to serve.
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Isaac M. Fineman is the Owner of
Bridge Media Group a Media Marketing Firm that exists to serve
clients who desire to effectively and efficiently deliver their
message to their audience for the glory of God. You may contact
Isaac by sending him an email to
[email protected].
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