In most places, we’re now seeing the economies starting to open back up. However, in these past two months of stay-at-home restrictions, consumers’ daily routines have been completely disrupted in many markets, which causes risks and opportunities for radio. We are now entering the second chapter of the story and it is critical for radio stations to continue to write their handbook.
We’re seeing consumer routines shifting like never before and listening habits have moved as a result. We can’t assume things will “get back to normal” anytime soon, if ever, because some jobs will be lost and others will remain entirely or partially remote. As habits shift, brand loyalty is also at-risk. You need to have a ‘sense of urgency’ in seizing this moment.
We’re seeing good momentum for local radio but even more listening momentum for audio overall. As listening habits are accelerating to Smart Speaker and mobile usage, radio stations that have been developing their digital side will accelerate, while stations that still consider themselves primarily as FM stations will lag behind. Adopt the attitude that your brand will be stronger on the other side of this. Remember the rule of competition: Power used at the right time brings more power.
No matter where you are on digital development, you need to write Chapter Two of your playbook. Here are some things we suggest you consider:
Stay on strategy. Review your plan. The last thing you want to do is have your brand drift off-course amidst all of this unprecedented change. So much has changed for listeners and you don’t want to also shift unless you intend to seize on an opportunity. Remember what your strengths and weaknesses are. Has something changed that would be a threat for your brand or competitors? Has this situation created a something that could be a game-changer? Any new opportunities that can be implemented that will be a listener benefit to listeners? (longer music sweep promises, more virtual engagement like Happy Hour, artist Zoom drop-ins, etc.) Never forget whether you’re playing Offense, Defense or are a Flanker, and what that means for your day-to-day tactics.
Leverage your strengths: This is a time when local radio should shine. Being local and helping your community should be a difference maker. Promote what you’ve done and are continuing to do for your listeners and the community. Star personalities and fun & entertaining morning shows that enhance the listening experience are a strong reason for listeners to adjust their habit back toward radio when life starts returning to normal and also against modified habits of using more Spotify and other pure plays. Leverage those strengths on air, on social / digital and external marketing. Use video and put the effort in to make it fun or funny and more importantly, share-worthy.
Deepen Your Brand: Build your greater lifestyle brand so you are more a part of a person’s life and not a utility. Extend the brand with podcasts from key personalities and online events. Podcasts and online live events are fast-growing habits so doing these things now to make your brands part of the habit could accelerate your brand development until listeners have hard wired new choices. You have personalities with relationships with listeners and a huge loudspeaker to invite new listeners to these events which is a huge accelerator. Go go go!
This is the chance to redesign radio’s business model: This is one you might want to sit down for, but hear us out. The silver lining in this terrible pandemic is it has put many music stations on a more competitive level with Spotify, Pandora, Sirius, etc. for music quantity and fewer commercials. (and, by the way, we’re FREE) As an industry, we may never have this opportunity again where the world stops and we can shape what we will be when the world starts again. Radio will be missing an opportunity if it simply ramps back up to 14 minutes of commercials once advertising starts coming back. Can the business model be based on 5 minutes an hour? Or perhaps some sort of sponsorship model? Radio will never have another chance to fundamentally reform the revenue model.
If you’re not ramping up your social media activity, you are falling behind: Social media activity is surging. Our radio stations need to incorporate more of it into our content, and we need to use it in our marketing activities to bring people back to us for more appointments. People are thirsting for companionship and will continue to, and that is where good radio stations shine. This activity is a critical part of your brand – creatively crafted posts strengthen your brand. They are not something to just “bang out.”
Radio stations need to move to Total Line Reporting and get credit for streaming: We have been preaching this for years and now it is a “must,” not just for the near-term for also for the long game. We need to make sure we inform listeners how to use our brands on smart speakers and on mobile because radio still isn’t top of mind for listening when it comes to these devices.
These are action points that radio has been discussing and working on, but NOW is the time to make these things a priority and add these pages to the playbook if you have only been going half-speed. Radio stations need to seize this opportunity to boost their digital presence and deepen their brands so they are relevant for listeners’ evolving needs.