(By Buzz Knight) A few years back as the pandemic was beginning, I took an online class at Yale called “The Science of Well-Being” on the recommendation of a friend. The class is taught by an amazing Professor of Psychology and Cognitive Science, Dr. Laurie Santos.
One of the big takeaways from the course, which I would highly recommend thru Coursera, is about the misconception that money buys happiness. In the class, Dr. Santos interviews author of the book Happy Money, Elizabeth Dunn, who discusses that spending money on experiences rather than things is what makes us happy.
Yes, the adage as it applies to radio where “cash is king” for promotional giveaways still holds true, but is it worthwhile that we evolve our promotional marketing thinking? As Country Radio Seminar 2023 is in full bloom, it got me thinking about a strategic opportunity the Country format has versus other formats.
Country has always been strong promotionally because of its strong relationship with the labels and the artists. No other format can boast of a relationship such as the one country radio has with Nashville. Great Country Radio brands frequently deploy experiential promotions for their audiences. Creating experiential promotions for fans is a great way for the country radio community to engage with their audience and build brand loyalty.
I suggest, that if Country Brand Managers tried hard to up the “experiential promotion” game that they would find greater advantage to other formats. What if we thought about creating unique country music experiences by partnering with local businesses that are part of an audiences “lifestyle ecosystem”?
Imagine creating a special experience with a brewery tour at a local establishment with live music from an emerging or established artist. Think about a way to build an experience at a local “farm-to-table” restaurant with an artist performing at the event. What about partnering with a local spa and creating a country-inspired experience?
Overall, the key to creating successful experiential promotions for country radio fans is to provide an immersive and engaging experience that speaks to their love of country music. All of this requires, creativity, planning and boldness but it is a big growth opportunity for the Country Radio Format.
Go seize it!
Buzz Knight can be reached by e-mail at [email protected]
