Brian Wright “Service Elements”
Sometimes we get so caught up in the formatting and choreography of our radio stations that we may forget one of the basis reasons people turn on a radio station in the first place. The evidence is clear from focus group to focus group… people turn on a radio station first and foremost for some basis information like:
- Favorite music
- What’s happening in their world
- Time
- Temp
- Weather
They consciously turn on a radio station that also provides them with the music they enjoy the most and almost subconsciously want the other vital stats. A subconscious need is just as important as conscious needs. Knowing this, it may be a good time to consider how we may improve the way we deliver this type of information, to make it even more compelling for your audience.
It is not uncommon in our travels to hear radio stations speed through this information as though it is simply filler material or worse yet, never give this information at all. It is precisely at these times where most personalities sound bored and disengaged. This causes listeners to disconnect from you and go to a station that sounds enthusiastic and engaged.
We need to make sure we put extra effort into these service features and treat them as more important. *More important and extra effort does not equate to “longer,” It simply means to package them in creative ways. Remember, any radio station can say, “…the weather for today will be…” Create something that really stands out with a name that resonates throughout the community that is ties back into your brand. When people come to rely on this information on your radio station YOU WIN!
Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming. After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at brian@audiencedevelopmentgroup.com
