Extend Your Brand

29 06 2011

In the “old days” fifteen or twenty years ago, radio people were active in their community and made appearances or volunteered because well, that’s just what we did right?  We still know today that it’s an important part of being in radio, but we’ve given it a fancy name: Extending your brand.  There’s several different levels of brands as well.  There’s the radio station as a whole, and when we do a live broadcast or host a station event this takes your connection with the listener to that next level.  What about when you personally volunteer to make an appearance at an event to emcee or because it is an organization close to your heart?  This not only elevates the brand of the station but you as an individual as well.  Then finally, there’s the additional “stuff” you do beyond your direct involvement with the radio station.  Maybe you have a mobile dj business or do voiceover work.  Maybe you are a musician and play on the weekend.  Ultimately, this helps to extend your brand and I believe your cume base.  Here’s some ways you can extend your brand via social networking too.

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The Customer Experience

28 06 2011

I was reading Fred Jacobs’ blog and he was talking about CX – Customer Experience.   As a Program Director/Brand Manager, I began to think about the role I play in providing the best CX for the listeners of my radio station.  It’s imperative that the entire programming staff understand the mission of the radio station and who their audience is so that we can provide the best customer experience possible when they tune in.  Here’s some questions to ponder:

-What is the mission of your radio station?

-Are you meeting the expectations of your listeners every time they tune in?

-Is your station fun, local and relatable?

-Do your contests make sense and are they easy to play along?

-Are you playing the hits versus the misses?

-Is the airstaff talking about things important to your P1’s?

If you haven’t done a “CX Checkup” lately, maybe now is a good time.





Know Your Listener

21 04 2011

Regardless of format, always run everything you plan to do on air through the “who cares?” filter.  That filter should be specific to your demographic.  That means you have to know who it is you are talking to when you crack the mic.  Your P1 listener might be a 35 year old female with two kids and an SUV or a 40 year old male that has a Harley and a dog.  Whatever the scenario, the criteria of the content you generate has to be relevant to your target listener.  Now, let’s take it a step further.  Let’s go beyond just a mental picture of that listener.  Think about what that person’s life might be like.  What kinds of things are they dealing with on a daily basis that might drive them to your radio station for a release.  Let’s say you work for a country station and your target listener is that 35 year old female we mentioned earlier.  Beyond what she might look like or drive, what might she encounter daily.  It could be that she is so busy constantly running kids here and there that she doesn’t have the time she would like to keep the house clean and cook a nutritious meal a few times a week.  Thinking about things like this could be the foundation for a promotion that offers her a chance to win house cleaning for a year and dinner out once week.  Doing these kinds of exercises is essential in becoming a top level air talent, and if you are a Program Director why not hold regular sessions with your jocks to create a listener filter.  You will find that the personal connection you make with listeners will generate a loyal audience and brand your station and air talent as more than just a “dj.”





It’s All About The Content

9 03 2011

Recently, Radio World talked with Clear Channel EVP of Distribution Development Jeff Littlejohn and he talked about the importance of distributing great content to our listeners as easily and in as many ways as possible. 

Read the article HERE.





Brand Manager? Content Director?

5 02 2011

So apparently I am no longer a Program Director.  The landscape of programming a radio station has changed…drastically.  While scheduling music logs and writing witty little sweepers is still part of our role today, it is just one of the many responsibilities of a PD.  The radio “Program Director” in 2011 is faced with the task of not only the “on-air brand” but the “online brand” and the “on demand” brand.  We have to continue to polish the sound of the on-air product by playing the best of the best songs, writing and producing creative imaging, and critiquing the airstaff.  At the same time, it is our responsibility to expand the brand of the radio station beyond the radio.  We also MUST be doing the social networking thing.  Facebook is to an air personality today what the request line was 20 years ago.  It is your lifeline to your P1 listener.  If you are a PD and your station does not have a Facebook page or if you are a jock without a page then I’m assuming you are still playing records.  Twitter is of course the other hot social site of the moment, but I think people and radio stations are still tapping into it and trying to get a good grip on ways to utilize it best.  So recent discussions have begun where I work to change the title of our Program Directors:  Brand Manager?  Content Manager or Director?  I mean, those titles do better describe the role of the PD today.  We’re expanding the overall brand of the station to all of these various forms of entertainment for the listener, finding as many new ways of delivering compelling content as possible.  I think I’m more in favor of Brand Manager because ultimately branding our product into the brains of our listeners is our daily goal.  To me, managing content sounds like something I could pay a part-timer to do.  What do you think?