Radio Listeners In 2021

0

(By Loyd Ford) The world is a small place; it isn’t large. Your circle of real friends is likely small. Everything else is smaller than it appears and this means the world is your opportunity. Your team will probably be small, too. So choose wisely. Take full advantage of it by being busy with positive ideas and energy set toward your passion. But don’t misunderstand who listeners of radio are in 2021. They are:

  • Busy
  • Time-starved
  • Lonely
  • Looking for escape from a life that’s become too busy and complex

They Are Frustrated!

These people – yes, your listeners – are lazy enough that the most powerful consumer research companies on Earth lay out strategy in grocery stores that essentially says: ‘Many of these people (we’ll call them Americans), won’t bend over to get their favorite product when a substitute is available at eye-level while they are shopping at Walmart.’

That’s Cold….Right?

What Do These Things Mean For You?
The old rules were ‘frequency of three.’ Today? Better make your frequency 7 to 10. By the way, if you are selling radio, did you know your competitors selling advertising see potential new clients an average of one (1) time? That wouldn’t even work in the old days. Stand out by seeing people often and bringing good news for them with you. Prep your sales calls so you show up with a compelling story, a free benefit for them and an opportunity for you to help them.

If you are on the air, the old rule was hit them in the first 20 seconds with something really compelling. Today? Better get busy in four (4) seconds and it better be good.

If you are a market manager today, forget marketing budgets and paid ways to elevate your brands. Of course, that SHOULD be happening.

Can you imagine someone high up in Proctor & Gamble cutting all A & P (and research)? You know what they would call that brand manager at P & G? Fired.

You better also bring attention to your local brands with consistent strategy to develop visual representations of your brands in your local market with partnerships and created opportunities. I would also encourage you to get involved in ‘management by walking around’ to engage and encourage your personalities in what they are doing purposefully in social as well as your sales team.

Where Does “It” Come From?
Passion bubbles up from the bottom, but priorities come from the top. You are most likely to get behavior that you reward. Every person on your team already wants to win. They apply themselves to winning in the way they see the world.

Being a leader in 2021 means you are responsible for rewarding the behavior you want to see consistently, you are responsible for inspiring direction, purpose and helping to grow the existing passion of the people on your bus. Every day you go to work, your individual team members are watching every signal you send and every move you make. Make ‘em count by encouraging them they can achieve more than even they think.

If you are working for a boss today, make sure they see you as an essential part of their winning and the company winning. Do this by being proactive beyond the basics of your job.|

All The Debates Are Pointless
This isn’t about debate. The future is opening up before us. The future isn’t just changing, it’s always changed. Only you are living in what I call the ‘Innovation Century.’

Technology and education is speeding up the volatility of life. I don’t have to like it; you don’t have to like it, but I recommend you embrace new ways to move forward and go on the offensive with your listeners, your clients and your community in your minds eye all the time. One thing hasn’t changed: It’s all about them.

The ‘Innovation Century’ is your century. If you want it….

Loyd Ford consults radio stations, coaches personalities, and provides behavioral and strategic programming to radio with RPC. If you’re on the Clubhouse app, you can join Loyd’s radio pro encouragement group “The Encouragers.” Reach him anytime. 864.448.4169 or [email protected].

LEAVE A REPLY

Please enter your comment!
Please enter your name here