To say the year has been challenging is an understatement. The economic hole we are digging out of is large, but there are lessons to be learned and actions to take that will make your brand stronger coming out of this.
- In-Car radio listening is bouncing back now that people are back in their cars but usage most likely will not get back to pre-pandemic levels. We are finding in some major market metros that the number of commuters in morning and afternoon drive could permanently drop between 10-20% as more of the workforce expects to work from home at least a few days a week moving forward. The impact of less in car listening due to fewer commuters will continue to be a game changer and each station needs a strong strategy for the short and long term. Radio stations who are solely dependent on in-car FM usage and do not have a lot of digital usage are at-risk. If you are still thinking of your brand as an FM service, you are falling behind. Your brand needs to be present everywhere your listeners are which means making sure they know where your content and streams are. Are you talking on the air enough about how to listen by mobile and smart speaker? If you’re not sure, then you’re not talking about it enough. We are finding in our strategic studies and music testing a wide variance in mobile app adoption rates. You’re in a race to get your brand onto your target listeners’ phones. Go go go!
- Listening levels throughout the day are slowly coming back, but the battle for in-office is changing to at-work in a variety of environments. Run an audit of your workday program and calculate how often your hosts acknowledge the environment your listeners are working in AND the benefits of listening to your brand during the day.
- The value of social media has escalated and radio stations need to be incorporating more social into content and promotion activities. Push your team to do more video on social and analyze what is working and what is not. Encourage your talent to be fun, funny, real and relevant. We see signs everywhere that people are hungry to connect.
- Keep trying new things. What is a new tactic to bring listeners back to the station for an appointment that you never would considered in the past? Give it a shot because you need those appointment opportunities. Story-board it or give it a dry-run off-air before you go ‘live’ with it…just encourage a free exchange of ideas with your team. We have already seen that consumers are fine with slightly less quality if it is entertaining or informative. Be real.
Do you already have a good appointment, like a feature? Do even more of it. Repeat it. Stretch the value of it in ways you might not have considered before. Chances are good that even your P1s didn’t hear it the first time it aired.
How much video have you been doing? Look for opportunities to do more.
Are you developing timely podcasts that showcase your talent in a real way and repackage your content?
Do you gather your team together either in-person or vitually? Re-examine your content creation process.
- Do more in your community. Radio does such a good job at this in general, but what are some out-of-the-box ways to do more? A friend of mine was a career Navy guy and said Navy Seals would say when you think you’ve given all you have, you still can give 20% more.
Our clients at Bonneville San Francisco have sponsored a cluster-wide fundraiser and just this week, Beasley in Boston announced a Small Business Association Grant Program and will offer designated small businesses the opportunity to be considered for a $10,000 media schedule to use on one of five Beasley Boston radio stations. That is making an impact!
There is no better time than today to begin taking at least small steps in all of these areas and your brand will be better for it. (And listeners will thank you!)