(By John Shomby) “Winners don’t just know the fundamentals, they master them.” These words spoken by Michael Jordan 30-some years ago still ring true today. Without the basics, you are lost. This column has, primarily, dealt with mostly the “macro” portion of our industry but there is one “micro” part none of us can ever put aside – radio fundamentals.
We all have talked about enhancing our creativity and entertainment value, but we must get those basics down first and, as Mr. Jordan so succinctly stated, master them. With the start of a new year, this should be at the top of any station’s “resolution” list.
For radio, I see five crucial areas that can make or break your station right out of the gate:
1. KNOW YOUR TARGET AUDIENCE
You and everyone involved with your station should know, without fail, your exact target age group. It must start here when you are establishing your station identity by having a clear picture of your listeners, first and foremost. Narrow it down to the type, personality, gender, and age. This gives your staff a face, somewhat, of the target.
2. CREATE A STRONG BRAND IDENTITY
What sets you apart from the rest of the market? What daily expectations do you want to create with the listeners? How will the music complement that? “Today’s Best Hits” or “#1 for New Country”, etc. should NOT be your brand identity. Those slogans should support it, of course, as everything you do MUST reflect the brand which is WHO YOU ARE!
3. PROMOTE AND MARKET THE PRODUCT
How do you get the word out about your station and the brand identity? You’ve heard this forever but, the only way a new retail store gets known is to find ways to get their customers in the door.
This is a very different exercise than KEEPING them in the store. Social Media and online presence must play a major role especially with budgets being what they are. Take advantage of the ability to “advertise” to your audience and be consistent with it, especially with those socials.
4. DEVELOP AND BUILD RELATIONSHIPS WITH LISTENERS AND ADVERTISERS
With listeners, it starts with the simple things:
- Create a consistent “street” presence and be involved totally with the local community.
- Get listeners involved through social media, listener groups, and other online platforms (website, database, etc.)
- Find ways to receive and acknowledge listener feedback consistently. The more involved the listeners feel, the more they will be invested in the success of the station. Think of how “home field advantage” becomes almost like an extra player on the field. Create your own “home-field advantage”.
With advertisers:
- Totally understand their business. The more you know, the more you can help them achieve their specific goals and assist them in troubleshooting issues.
- Be constantly responsive to their needs so they know you have their best interests in mind.
- Bring creativity and innovation to the table from day one. This helps you take some of the pressure off their effort to lure customers.
- Be ready with quantifiable results to help them track their progress.
5. BELIEVE IN YOUR PRODUCT
- Be passionate about everything associated with the station. This is what separates the good from the great.
- Be authentic. Listeners and advertisers know when it’s real and when it’s fake. You can’t fool them.
- Be positive. Give the listeners a product that makes them feel good and “lean in”. Let your advertisers know about the benefits of using radio over the alternatives.
You can’t go anywhere without these fundamentals. Imagine a running back who never really perfected the basics of holding on to the football or an artist who is never really prepared for a live performance. If you can name either, I’ll bet they are probably long gone from the spotlight. Don’t let that happen to your station.
Based in Nashville, TN, John Shomby is the owner and CEO of Country’s Radio Coach. He is focused on coaching and mentoring artists, radio programmers, and on-air talent to help them grow and develop inside the radio station and the industry. Reach John at [email protected] and 757-323-1460. Read John’s Radio Ink archives here.
