(By John Shomby) Every week, we see columns and posts taking the radio industry to task for a general lack of creativity, whether it be with formats, presentations, or personalities. Recently, I came across an interesting piece about brands that have turned to loyal customers for product ideas and have been successful.
These are not small companies, either: LEGO, Mattel, PepsiCo, Hasbro, and even Starbucks.
LEGO launched the Lego Ideas program back in 2008 to gather product ideas from fans. This is very organized. Designers can submit their concepts and anything with 10,000+ votes will be considered for production. 100 have met that minimum and 56 have actually reached production.
PepsiCo subsidiary Frito-Lay created a “Do Us a Flavor” campaign to ask for help creating another potato chip flavor. The cherry-flavored suggestion was a little out there but more on that later.
Starbucks has a platform called “My Starbucks Ideas” to gather new product ideas from customers, allowing them to submit suggestions, vote on “others” ideas, and essentially influence the development of new menu items and store experiences. Several have been implemented recently as the coffee company tries to get back to what they do best – make and sell coffee.
With each of these, by handing power over to the customers, by giving them an incentive to participate, and by recognizing these ideas, they were all able to channel a lot of crowd creativity.
Want to make radio better? Want to make your radio station better? Why not incorporate listener help with everything from format ideas to special show concepts to more creative contesting and events? Take that listener group a step further. Make them feel that they are a part of some possible groundbreaking decisions for the station. There are a couple of ways to get this accomplished:
- Dedicated Hotline or Email – Set up a specific phone number and/or email for listeners to call or write in their ideas.
- Online – Create a dedicated page on your website and/or your social media platforms where listeners can submit ideas and maybe discuss with other listeners. Possibly set up online forums to engage with a wider audience for input.
- Provide Clear Guidelines – Set word limits, file formats, and deadline dates. Clearly outline the specific areas where you’re seeking ideas and include criteria for what makes a good idea. Examples of criteria would be originality, feasibility, alignment with the station’s brand, or possible impact. (Why cherry-flavored chips didn’t make the cut!)
- Offer Incentives – Prizes, Exclusive event experiences, on-air mentions, etc.
- Communicate the Vision – Clearly share the station’s overall goals and direction.
- Input – Assemble a key team at the station, with diverse perspectives, to evaluate submissions.
- Feedback – Make sure feedback is provided to all submitted ideas so each listener knows he/she has been heard.
Finally, there are several other keys to make this work. One is to encourage, listen, and recognize participation. Another is to throw basic “Radio” rules out the window and have an open mind within your guidelines, when evaluating. These folks may not be “radio people” but they listen and they know what they like and what they want. It’s crucial to respect that.
LEGO, Starbucks, and a few others recognize the fact that they need continuous help from those who USE their product the most. Starbucks, in particular, is making some serious changes based on its program.
Who knows? The next big format idea may be born from this or possibly a more creative way to present your current format. The worst that could happen is that you build an amazingly loyal, involved audience. Not a bad consolation prize at all.
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.
