Tag Archives: radio station

Content Repeating Is Not Content Creation

Tuesdays With Coleman

I treasure all Coleman Insights clients, but a specific client of ours holds a special place in my heart. This client is a stand-alone FM music station in a small market that more than holds its own against multi-station clusters owned by some of the biggest groups in American radio. It would be nice to claim that their success is due to their commitment to research—despite their status as a stand-alone in a market outside of the Top 100, they do a Plan Developer strategic study or a FACT360 Strategic Music Test every year—but their consistent commitment to maintaining their station’s strong brand and delivering content designed to be as appealing as possible to their audience should be equally recognized. They also deserve credit for their long-term retention of one of the best programming consultants in the business.

This client’s passion for delivering great content resulted in an email exchange between the general manager, the consultant and me that highlighted a point that I don’t think can be reiterated too often: Radio programmers should not confuse content repeating with content creation. If they do, I fear their stations will become less relevant in the increasing competitive audio consumption landscape.

The exchange centered around how the station’s morning host handled contestant Blair Davis’s hilarious introduction of himself on a recent episode of Wheel of Fortune. Davis told host Pat Sajak about his “loveless marriage,” described “his old battle-axe” of a wife and claimed to have been “cursed” by having three stepchildren. It was a funny joke that Davis and his family were in on and the clip of his appearance went viral immediately.

Our client was thrilled that his morning host was on top of this viral sensation; I, unfortunately, had to play the role of wet blanket. The problem wasn’t the topic itself—it was timely and relevant. The issue was with how it was presented. Rather than generating fresh content based on the story, the host instead did little more than playing the audio from Wheel of Fortune, which many of the station’s listeners may have already heard or could easily find on their social media feeds. Sure, radio personalities should talk about things that are happening in pop culture, but if all they do is repeat content that was created elsewhere—or at least do not do something to add to that content—radio will be in trouble.

What could a radio personality do with content like the Wheel of Fortune introduction? Examples include having listeners call in and do their own version of a Blair Davis-style introduction. Or how about if a morning show did a bit with celebrity impressions where famous people did their own introductions using the Blair Davis approach? I am sure people who are more creatively inclined can come up with better ideas than mine, but the point that you should take away from this is that radio can’t be in the content repeating business and must be in the content creation business. The latter is a lot harder, but I believe it is essential for radio to continue to thrive.

In our research, we continue to see that music stations seen first for the music they play (the Base Music Position layer of their Image Pyramid) are the ones that tend to have the strongest ratings in the long run.

We also continue to see that stations that are perceived as more than “jukeboxes”—in that they have developed the upper layers on their Image Pyramids—engender greater loyalty from their listeners and therefore also enjoy greater ratings success. This development of additional imagery beyond their Base Music Positions is even more important today, as consumers have so many options for listening to their favorite music wherever they are. That’s why music stations have to create and not just repeat nonmusical content. The industry’s goal should be to get other media platforms to repeat the content radio stations create.

What If Your Radio Station Lived Like It Was Dying?

Tuesdays With Coleman

Like you, a lot of us listened to the last few days of WPLJ and Mix 107.3 and marveled at the emotional impact of those farewells. And as the Nielsen PPM data shows, listening levels for WPLJ/New York rose from a 2.5 share in April to a 3.1 in May (its final full monthly), its strongest overall performance in two and a half years. This doesn’t even include the final week on-air, which was chock full of tributes, reunions and memories.

WRQX (Mix 107.3)/Washington, D.C. experienced a similar bump, rising from 3.5 in April to 4.1 in June. WPLJ and WRQX were two of the stations that flipped formats on May 31st as a result of their sale to Educational Media Foundation.

The staffs of each of these stations handled their transitions in compelling, personal, engaging ways. There were special guests including my hero Scott Shannon*. There was exceptional listener engagement. And integration with social media, as listeners could experience live encapsulated moments of the final days and hours.

Scott Shannon Todd Pettingill WPLJ New York

Scott Shannon (L) hosted mornings on WPLJ for more than 20 years with Todd Pettingill (R)

*As an aside, I think Scott Shannon still has me confused with Sam Malone (KRBE)—after more than 30 years— for at least two reasons: 1) we’re both from Philadelphia, and 2) because Scott will never believe my real name is Sam Milkman. But that’s for another blog.

When we look back at the final days of each of these stations and the profound and clearly effective methods they used to generate interest, we can’t help but wonder:

What can radio do to generate profound emotional connections when they’re not flipping formats?

We understand that much of the final weeks of these stations can’t be duplicated. Both were established brands with many years of heritage that allowed listeners to create lasting memories with them. More people watched the final M*A*S*H, Cheers or Friends episodes than ever watched the shows on a regular basis. These are “moments” that people just don’t want to miss.

But the way each station went about saying goodbye is notable. Listeners heard the stations presented in ways they weren’t used to hearing. The jocks presented the stations in ways they weren’t used to presenting. The façade of “our regular format” came down. The rules went out the window. It reminded me of what I might do if I were told I had 30 days to live.

The result: a higher level of interest and authenticity. When air personalities are real and authentic, listeners can tell. So what if every radio station “Lived Like It Were Dying” once in a while?

Tim McGraw Live Like You Were Dying

Time for radio stations to take Tim McGraw’s advice?

Maybe the typical formulaic content would go out the window. We know that format changes like PLJ’s don’t happen every day (thankfully), but there will be moments in your market that will allow your station to get real and make a high level emotional connection.

  • There will be a gun-related scare or worse at a local school, unfortunately. Local officials are preparing and practicing for it. Maybe your station should too.

 

  • There will be UFO sightings (hundreds will be reported this year in your state).

 

  • Some of your core artists may get sick or die.

 

  • There will be heatwaves, droughts, fires, floods or another one of the ten plagues.

 

  • Somebody in your town will do something heroic.

 

You get the idea. The story will be there if you open your eyes to the possibility.

Listeners love a great story. Great stories build emotional connections. While we can’t recreate the natural lightning in a bottle that the format flip of a heritage radio station generates, we can look for ways to generate powerful personal connections and tell those stories.

The emotional lever is out there every day, and radio has always been and still is the perfect conduit for connection. We see time after time that memorable, personal emotional connections translate into positive perceptual images in our research.

So, how will you pull that lever today? And next week? And next month? And next year?

You don’t need to wait for a station flip to get started.

 

The Lost Art of Radio Station Stunting

Tuesdays With Coleman

gb;sughalugpaewyhg;irhdl!hflg..gss..hhrtdtudjytjghc>-8*tfls<9jdgblsvakyefe124352.b?jifdg;sualbnjg;ihs=0u65484hliugresHFUGILB.

That’s what Burger King tweeted on November 28, 2018.

There were more cryptic tweets of gibberish throughout the day, raising eyebrows and intrigue.

The following day, BK published the following on Twitter revealing the gibberish was a stunt:

so about yesterday:

– we were sober
– we didn’t get hacked
– the intern didn’t go rogue
– a cat didn’t run on the keyboard

⚠ CINI MINIS are back⚠ you try typing with icing on your hands…

Burger King Cini Minis

Backstreet’s not the only thing back from the 90s. Enter Cini Minis with a 2019 twist. Er, swirl.

Clever way to (re) introduce a product.

Stunts can be a very effective method to get attention and enhance your brand by doing the unexpected. So why, by and large, has radio stopped doing them?

One of the first measurements we look at in our research is Unaided Awareness. It’s a way to determine which brands are top-of-mind without any prompting. Why is this so important? People aren’t going to listen to your radio station if they aren’t even thinking about it.

Marketing is an obvious way to grow Unaided Awareness, but few stations have the luxury of a big budget advertising campaign, and stunting is a creative way of raising awareness without a big budget.

I can remember countless examples of radio stations using stunts to get attention, some of which I was involved with. We recognize there’s a fine line between a stunt and a promotion. While every promotion is designed to boost station awareness and listening, a stunt does it in a way the consumer may not expect. A stunt often triggers an extreme emotional response, which can be very positive or very negative.

John Lander’s show, “The Nut Hut”, on Eagle 106 in Philadelphia displayed billboards that said “Show Us You’re Nuts”. The listener that did the nuttiest thing won money. Of course, on the air, it was quite the double entendre. Without the play on words, perhaps it would have been just another “most outrageous” promotion. The “flash” of the slogan and the billboards put this one over the top.

On another occasion, John Lander promised listeners he’d send them a dollar bill if they gave him their address – and he did. He sent them a bill for $1. And they sent money back to the radio station!

Legendary radio programmer Bobby Rich ran two specialty weekends years apart that would qualify as stunts. During the height of the disco craze and overplay of The Bee Gees, Rich ran a “No Bee Gees Weekend” on WXLO/New York. Asking listeners which Bee Gees songs they didn’t want played, the jock would say, “I’ll be sure not to get that on for you.” Years later, when you couldn’t turn on a contemporary station without hearing Michael Jackson, Rich ran a similar “No Michael Jackson Weekend” in Philadelphia.

Listeners knew the stations weren’t going to stop playing the Bee Gees or Michael permanently, but the stunts tapped into listeners’ emotions by delivering something unexpected of the station.

I could go on, but you get the idea.

I wonder if a News/Talk station would consider a “No Trump Weekend”? I’ll bet it would make some noise.

Today, there are simply fewer stunts in radio, and there are explanations for that. Maybe some got too mean. Certainly some were too dangerous and risky for the legal department to handle. Also, stations that used to be fierce competitors now share the same hallway, so perhaps there’s less motivation.

Stunts = Top of Mind Awareness + Brand Building

Maybe it’s time to bring back the stunts, with a few caveats.

Recognize that the goal of a stunt is to get attention, but also to build your brand. That means just as every song doesn’t fit on every station, every stunt doesn’t fit on every station.

Adult Contemporary stations, for example, don’t stunt. It’s not consistent with the comfortable brand they are trying to craft. Doesn’t mean they can’t, but the stunt would have to be consistent with the big idea.

A stunt is best deployed when you want to signal change to the market, and/or announce something big and different.

Elvis Duran ran a promotion earlier this year called “Win a Baby!” It’s a contest that provides infertility treatment to a couple that sends in a video of themselves explaining their infertility issues and why they want to have a baby, lending itself to incredible storytelling opportunities.

Elvis Duran Win A Baby

What springs this contest into the stunt zone is the name – like Lander’s “Show Us You’re Nuts,” “Win a Baby” highlights the station and show’s creativity, fits the brand and gets listeners talking and thinking about the brand.

While radio people are some of the best ever at coming up with creative ideas, the industry would be well served to look outside for stunting ideas as well. Because while radio has pulled back on stunting, other industries have done just the opposite.

This year, KFC released a gravy-scented candle, a Danish politician placed ads on Pornhub (and told the world “yeah, that’s me on Pornhub!”) and Coors Light installed taps in bars that light up and pour free pints every time it detects a Bud Light commercial on the TV in the bar.

I mean, that just sounds like a radio promotion.

At least, it used to.

 

Hey, Radio! Science Says Surprise Your Listeners.

Tuesdays With Coleman

How predictable is your radio station? Have listeners “heard it all”?

That’s not necessarily a good thing.

There’s a region of our brain called Broca’s Area, and it is known to have multiple roles involving speech production.  It turns out that another function involves surprise. When we’re surprised, it triggers this part of the brain.

But Broca anticipates the predictable. It’s the part of the brain that literally tunes out what it already knows and expects.

Broca's Area

I once saw marketer Roy Williams, author of The Wizard of Ads, explaining the Broca lesson in terms of radio contesting. There was a time when winning 25 bucks was a big deal. Until listeners heard $100 given away, then $1,000, and so on.

Listeners had certain expectations for morning drive radio before Howard Stern. Howard shattered those expectations, thereby stimulating Broca’s Area and becoming a superstar.

I recently visited a friend in Las Vegas and experienced an example of Broca stimulation.

Go figure, it was a billboard for a hospital.

Hospitals used to only run basic billboard campaigns. Name, location, specialization maybe. Picture of a patient. “The cardiovascular hospital.”

Then, we saw billboards for emergency rooms with digital wait times.

Broca!

Now it’s not quite as unusual to see those wait time billboards. Still neat and effective, but the element of surprise has passed.

The board for St. Rose Dominican Hospitals in Las Vegas does something I’d never seen before.

It welcomes new babies in real time.

The digital message I saw welcomed a baby by first name that was born 15 minutes prior.

The hospital is even using a mnemonic device in the labor and delivery unit itself—they play a lullaby throughout the entire hospital every time a baby is born.

They stimulate Broca with the billboard birth announcement and reinforce it in-house with the lullaby.

Have you been watching Jeopardy! lately? Lots more people have, because contestant James Holzhauer is currently torching records left and right.

James Holzhauer Jeopardy! Broca's Area

Jeopardy! contestant James Holzhauer is stimulating Broca’s Area by doing things on the show we’ve never seen before

He’s a professional sports gambler from Las Vegas. Can’t recall ever seeing one of those (at least mentioned) as a Jeopardy! contestant before.

He regularly goes all-in or heavily in on Daily Doubles, betting 10, 20, $30,000 or more.

Never seen that before.

He’s broken the record for single-day winnings, then broke his own records. $131,137 in one game?

Never seen that before.

Jeopardy James is one big ball of Broca stimulation, and there are two ways to look at it from the show’s standpoint.

#1, We’re over budget!

#2, This guy is a marketing machine. It’s been great for the show. There’s great buzz. Our ratings are soaring.

I think the Jeopardy! folks are probably pretty happy right now.

Now, think about Broca’s Area in the context of your radio station.

Before you do, be careful not to confuse Broca with message repetition. Your listeners lead busy lives, have short attention spans and are not paying attention to your station like you may think.

Therefore, repeating the same positioner over and over again is important. Running benchmarks at the same time has value. You may utilize a mnemonic device, like a jingle, sound effect or voice that listeners associate with your station. These help build images through repetition.

So, what can you do to stimulate Broca?

Stimulating Broca can be additive to images, like the ones we track in strategic perceptual research.

The hospital billboard and Jeopardy James create buzz.

Buzz builds top-of-mind awareness.

If you live in Las Vegas, maybe you’re more likely to think of that hospital first—just as you’re trying to get listeners to think of your radio station first.

You’re very likely to think of them as the baby hospital, which I’m sure is an image they’d love to own.

But they simply could have put a tag line up on the board, right? “First for babies?” “The baby hospital?”

Would that build the image as fast as a real-time birth clock??

Sure, you can throw a tag line or an artist on a billboard. But I’ll bet you can come up with something we haven’t seen before.

KMET Los Angeles Billboard

KMET’s upside-down billboards in Los Angeles in the 1970s stimulated Broca’s Area because we anticipate billboards will be right side up.

And sure, Jeopardy James is lightning in a bottle. Contestants like him and Ken Jennings are once-in-a-blue-moon events.

But it is a reminder to seek out memorable talent and to find ways of presenting your product that the listener hasn’t heard before.

And those repeating messages I mentioned? Just because they say the same thing doesn’t mean they need to be presented the same way each time. When they are, they become wallpaper.

So think about your core messaging and the images you want to build with your listeners.

Think about all the ways you’ve relayed and presented the messaging up until now.

Then, think about the opposite. Something completely different. Something even you haven’t heard before.

Broca (and your listeners) will thank you.

Is Your Radio Station a Bunch of Jerks?

Tuesdays With Coleman

Two years ago, I attended a Carolina Hurricanes game. While sitting in the lower level, I took a look around and snapped this picture on my phone.

Carolina Hurricanes Bunch of Jerks

This was a National Hockey League game between the Hurricanes and Buffalo Sabres on a Friday night in Raleigh, North Carolina, and the number of empty seats was staggering. That night, I went home and wrote a blog I posted on LinkedIn called, “How to Fix the Carolina Hurricanes.” I made reference to some special moments I had in radio during the team’s Stanley Cup run a decade earlier.

Fixing hockey teams is not my domain. That’s for hockey experts to figure out. What I felt that night was a troubling trend indicative of a team bordering on irrelevance in my town.  Somehow, some way, my team had to fix the Carolina Hurricanes experience. History shows us that the Carolina Hurricanes experience is not the Detroit Red Wings experience nor the Toronto Maple Leafs experience. The Carolina Hurricanes experience, at its best, is unlike any other in the NHL. It is not an experience you can plop into any other city. And that’s exactly what makes it special.

Central North Carolina is college basketball country. Early on in the Hurricanes’ existence in Raleigh (the team moved here from Hartford in 1997), it became apparent that fans liked bringing some of that college sports vibe to their hockey. That included things like air horns in the arena. Tailgating and day-long barbeques in the parking lot. A pig for a mascot.

Stormy, the Carolina Hurricanes mascot

Over the years, the bloom faded from the rose. There were fewer tailgates, fewer air horns and fewer people.

The Hurricanes haven’t made the playoffs since 2009, and Captain Obvious would probably say that winning fixes everything.

And that would generally be true.

But it’s also fair to expect the Hurricanes to have up- and down-swings like every other team in every other sport, and the franchise can’t rely solely on winning alone for long-term success. There has to be an experience that attracts the fans. In that blog two years ago, there was one line I wrote and typed in bold for emphasis:

A team in a non-traditional hockey market requires non-traditional marketing.

Dallas billionaire Tom Dundon, primary investor of TopGolf, took over ownership of the team in January 2018, and change was in the air quickly. There was the game during which fans in the upper level had their seats upgraded to the lower level. There was a Twitter-only giveaway. And most of all, there is the Storm Surge.

The Storm Surge is a victory celebration, during which the Hurricanes players line up and start a Viking clap over their heads. This is followed by a different type of celebration every night. The players have slid down the ice knocking over players posing as bowling pins. They’ve played Duck Duck Goose. They’ve done a limbo line. And recently, guest Storm Surge participant Evander Holyfield walked out on the ice to deliver a faux-knockout of Hurricanes center Jordan Martinook. Martinook fell perfectly to the ice and was promptly dragged off by teammates Justin Williams and Michael Ferland.

Hockey traditionalists hate the Storm Surge.

A few weeks back, iconic hockey commentator Don Cherry railed the team over their childish celebrations, calling the Carolina Hurricanes a “bunch of jerks.

The next day, the team was getting “Bunch of Jerks” t-shirts printed and ready for sale.

Carolina Hurricanes Bunch of Jerks t-shirts

The next Storm Surge featured a brand new “Bunch of Jerks” logo projected on the ice.

Non-traditional marketing has returned to a non-traditional team.

The Carolina Hurricanes organization just provided a road map for your local radio station’s branding and marketing strategy. While this is a sports story, it is applicable to every station in every format in every city.

  • YOUR RADIO STATION SHOULD NOT SOUND LIKE ANY OTHER STATION ON THE PLANET.

The Hurricanes have re-established a non-traditional identity. Like the tailgates and air horns that preceded them, the current Storm-Surging Canes are fun and a little bit out there for the hockey world. The fact that it wouldn’t work elsewhere is what makes it special. While your radio station is likely influenced by others, make the station’s identity uniquely reflective of your audience and your city.

  • GET YOUR TEAM’S BUY-IN.

On Limbo Surge night, team captain Justin Williams sent a group text to media relations and team services asking if “Limbo Rock” by Chubby Checker could be played in the arena (even providing the link to listen and download.)

If Hurricanes executives said to the team, “Hey guys, the next night, here’s what your Storm Surge is going to look like,” do you think that would be as effective?

The Storm Surge works because it goes bottom up, not top down. When your talent is invested in the mission and given freedom to contribute, you’re more likely to get magical results—just as when players are invested.

  • MOTIVATION IS A POWERFUL TOOL.

The Evander Holyfield Storm Surge obviously took some planning. They made a special jersey with 4X on the back (to acknowledge he’s a four-time heavyweight champion). It’s not like the Hurricanes were playing a cellar-dwelling team. They were taking on the St. Louis Blues, a team that had just set a franchise record for consecutive wins (11) a week earlier. The Canes don’t do Storm Surges when they lose, so it would be a real bummer to put forth all that effort for Holyfield just to lose the game.

But they didn’t lose the game.

You can just imagine how much the players, knowing how awesome a celebration lurked around the corner, wanted to beat the Blues so they could watch Evander Holyfield knock out their teammate.

People love having something to work towards. What tangible goals can you set at your radio station that will result in celebration?

  • BE READY TO REACT TO BE AWESOME.

We can’t plan everything. What we can do is stay alert and always be prepared to pivot. The Hurricanes didn’t know Don Cherry would call their team a bunch of jerks. And they could have very easily only done a social media post about it. Or nothing at all. But coordinated mobilization happened quickly, from logo design to printing to social media to interviews.

Your radio station will have many opportunities to be awesome that you don’t know about yet. Don’t miss the opportunities when they arise.

  • FUN, FUN AND MORE FUN.

Hockey is a business. Radio is a business. In both, it’s easy to get caught up in the business side of it. But if you’re in hockey, you started playing because of the unbridled joy you felt on the ice. If you’re in radio, you got in because of the unbridled joy you felt, whether behind the microphone or on the streets.

Winning may be fixing things for the Hurricanes, but you can also make the case that the fun brought the winning.

One of my former program directors, Casey Keating, liked to say, “The station that wins in the hallways wins on the air.”

See? Works in radio, too.

What’s your Brand’s Social Currency?

I have a small circle of close friends, so it sparked my interest when several of the local ones mentioned a new bar in town called The Atlantic Lounge.

Here’s what you need to know about this new watering hole in downtown Raleigh, NC:

  • It’s modeled after a speakeasy
  • You have to have a “key” to get in or come as a guest of a member with a key
  • To get a key, you send an email to a specific address and request one
  • You’ll likely have to wait a little while to get a key because they’re only offering them on an “occasional basis”
  • The key will cost you $40 once you’re approved
Atlantic Lounge, Raleigh NC social currency
The Atlantic Lounge in Raleigh, NC builds social currency by requiring the purchase of a $40 key to enter and limiting access to keys

My wife is dying to get a key, because she wants the status and it must be the hip new place to be.

I can’t even, but I get it.

People like to feel special. They like to think they are getting something exclusive.

In his book “Contagious: Why Things Catch On,” author Jonah Berger credits the following common ingredients or factors of ideas or brands that catch on:

  • Social currency (sharing things that make us look good);
  • Triggers (things that keep ideas and products top-of-mind);
  • Emotion (when we care, we share);
  • Public (the more visible, the more opportunity to imitate);
  • Practical value (sharing things that are useful to others);
  • Stories (highly effective way to sell your brand)
Contagious Why Things Catch On Jonah Berger

The story of The Atlantic Lounge falls in the social currency category. Telling your friends about this bar makes you look good because you have information about a cool new place. Having a key makes you look cool because it is exclusive and not everyone can get it.

There are, in fact, similar examples in the book to the Atlantic Lounge. Barclay Prime in Philadelphia could have been just another steakhouse, except that it launched with a $100 cheesesteak on the menu. It’s not about how many people order the sandwich. It’s about the restaurant being top-of-mind because of it. It’s people who haven’t even been to the restaurant that talk about it. It’s the publications and internet sites that cover it. It’s the visits from the TV food shows. It’s the celebrities that stop by.

It’s social currency.

An even better example may be Please Don’t Tell, a bar in New York’s East Village.

After you walk into Crif Dogs, a hot dog shop that purports to have “NYC’s #1 Weiner,” you enter an old-fashioned phone booth, pick up the phone and dial a number. After a voice answers and you’re approved, the wall of the phone booth opens to a small room with a bar in the center. The bar’s website has one picture and a phone number. No other pages, no other information.

Please Don't Tell NYC phone booth social currency
The phone booth in Crif Dogs is a secret entrance to Please Don’t Tell in NYC. The phone booth is the bar’s social currency.

“Did you hear about the bar in a hot dog shop with an old-fashioned phone booth? It’s so cool! You have to get approved, then the phone booth opens up into the bar!”

Social currency.

And so, it’s time to consider how to make social currency work for your radio station or podcast or media brand.

Every city has steakhouses, many of which are interchangeable. But Barclay Prime is the only one with a $100 cheesesteak.

Every city has bars, many of which are interchangeable. But the Atlantic Lounge has a $40 key. And Please Don’t Tell has a phone booth in a hot dog shop.

Every city has radio stations, many of which are interchangeable.

They have different styles of music or talk, just as restaurants and bars have different menus.

They have different personalities, just as restaurants and bars have different servers and ways of presenting the product.

But how is your radio station, podcast or media brand creating social currency?

You don’t need (or want) a long list of things.

Barclay Prime has one thing: the $100 cheesesteak.

The Atlantic Lounge has one thing: the $40 key.

Please Don’t Tell has one thing: the phone booth.

What’s your one thing?

What’s your social currency?

Can Video Make the Radio Star?

Tuesdays With Coleman

Now that the US midterm elections are—mostly!—behind us, we can look back at some of the marketing techniques candidates and their campaigns used and consider their implications for the radio industry.

Fortunately for many of our clients, many of these campaigns continued to recognize the value of radio to engage consumers and target audience segments efficiently. Some groups (i.e., Entravision) even reported more revenue from the midterms than they generated during the 2016 presidential election cycle.

Yet what I think is worth noting is that the rise of new competition for radio can also provide the industry with a great marketing opportunity. It’s not a new phenomenon but observing how political campaigns used it may provide important lessons for radio managers.

The marketing phenomenon I speak of is the viral video.

We’re all familiar with viral videos. They started in the 90s with memorable items like “The Spirit of Christmas” and “Dancing Baby,” became more prevalent through the ubiquity of YouTube and are now shared extensively via social media. We’ve been through The Lonely Island’s many viral videos, the “Kony 2012” documentary and—of course—”Gangnam Style.”

Psy Gangnam Style Viral Video

The video for “Gangnam Style” by Psy (left) has racked up over 3.2 billion views on YouTube.

What has changed in recent years, however, is how viral video has become central to the success of many marketing campaigns, perhaps most notably in the political space. This was documented in an excellent September New York Times article, Viral Videos Are Replacing Pricey Political Ads. They’re Cheaper, and They Work. If you haven’t read it yet, I encourage you to take a break from this post and do so; then come back and read the rest of my thoughts.

My colleagues and I often lament at the limited or non-existent external marketing budgets with which some of our radio station clients struggle. We still strongly believe in traditional advertising via television spots and outdoor advertising for radio stations, but we recognize that many stations do not have the financial capacity to utilize them.

This is where viral video can help. It can be used to tell the story of your station, your morning show, your key personalities, your contests, your station events, etc. and if executed correctly can have a big impact for limited cost. Some morning shows—iHeartMedia’s “The Breakfast Club” is perhaps the best example, with nearly three million subscribers to their YouTube channel—have figured this out already, but it strikes me that as an industry radio has barely scratched the surface of telling its stories via video.

The Breakfast Club Power 105.1 New York

In a future post, we will share some of the more impressive efforts that radio has executed in this area, along with suggestions for how to make viral video work for your station. Please comment with any radio industry viral videos that you think we should highlight.

Images Are Like Icebergs

Tuesdays With Coleman

There’s nothing more sobering than watching a focus group of your radio station’s listeners talking about your beloved product. You might watch in horror as they:

  • Refer to your station by its previous brand name;
  • Are unable to name any of the people on your year-old morning show;
  • Are certain your station plays 70s music, even though it evolved and stopped playing 70s music three years ago.

Why are listeners—the real-life consumers of your radio station who are responsible for your brand’s success and your very livelihood—not aware of changes that seem so obvious to you?

Because they aren’t paying close attention.

Sounds harsh, I know. But the reality is that listeners have busy lives that are full of distractions, and your radio station isn’t getting their full undivided attention. They’re not listening all the time, and even when they are listening, they’re not soaking in every little thing that they hear and they’re not totally discerning what they heard on your station from what they heard on another station. It’s all a blur.

Because listeners aren’t paying close attention, messages need to be delivered clearly and often—especially when you are attempting to develop an image.

Images are like icebergs. Slow to develop, slow to erode.

Iceberg

Your images are like this.

Let’s take that music example from earlier. Say your Classic Hits station no longer plays 70s music and has added a lot of 80s music. You assume, because you dramatically decreased the percentage of 70s music and increased the percentage of 80s music, that listeners will pick up on it.

But just playing the music isn’t enough. You need to clearly and repeatedly tell listeners about it. Remember, images are like icebergs. The audience may be slow to forget that you play 70s music and slow to learn that you play 80s music. No one is keeping track of which songs they hear on your station versus which songs they hear on your competitors. If you fail to educate them about your music changes, then you could get hit with the double whammy of (a) not fully satisfying those who are tuning in to get 70s music while (b) not attracting those who love 80s music.

This is why marketing strategy and programming strategy must work hand in hand. We need marketing plans that help us align listeners’ expectations with our well-thought-out programming plans.

By the way, it’s not just radio. Images are like icebergs in other industries as well.

So, for every image you’re looking to build or erode, have:

  1. A proper assessment of tastes, expectations, the competitive lay of the land and your available resources. Is there a path to get to where you want to go, and is it a lot better than where you are now?
  2. A marketing strategy in place for how to communicate your changes clearly, with the proper weight and to the right audience.
  3. A strong stomach for how long it is going to take.

After all, images are like icebergs.

Should I Play That Song On My Radio Station?

Tuesdays With Coleman

For radio program directors, the question of which songs to play and which to leave out is as old as the medium itself.  If it was only about playing popular songs, radio stations would be broader than they are.  Why is that?  Well, just like restaurants don’t all serve the same popular foods and generally must choose what to serve, radio stations also focus on types, styles and eras of music.

Pizza Hut doesn’t sell hamburgers. CHR stations don’t play country.

Outback Steakhouse doesn’t sell Chinese food. Rock stations don’t play pop music.

Chipotle doesn’t sell pancakes. Hip Hop stations don’t play Taylor Swift.

These choices seem obvious, but are they always?  How can a program director think about what to play when consumers listen to popular music and music that seems right for the format?  How can they know when to stretch beyond the narrowest definition of their format?  When can they take chances and when should they play it safe?

Just as they choose restaurants and most brands based on simplistic image perceptions, consumers also select radio stations based on an image they have of that station.

As we’ve illustrated in our explanations of Outside Thinking, that image may be formulated based on Type (like Rock, Country or Hip Hop); Era (like 80s, 90s or 00s); or Texture (like Hard, Soft or Upbeat).

But in the real world, not every song a station plays will meet the pure definition of the brand it represents to its audience.

Sometimes, a program director will want to throw in a song just to “freshen things up.”

Other times a song will reach such a high level of popularity in the zeitgeist, a program director may feel compelled to play it even if it is outside the format lane.

Program directors will fill their music tests with “fishing expeditions” to see what happens.

Every program director and music director is faced with the decision of whether or not to play songs on their stations and is left questioning if it was the right choice because of Fit.

So, when to play and when not to play?

Don Benson, the former President and CEO of Lincoln Financial Media, put it something like this:

You can be entrepreneurial in your own lane. You can’t be entrepreneurial in your fringe lanes.

What Don means by that is your format lane gives you license to introduce your audience to songs and even sounds they haven’t heard. When you play outside your lane, you risk losing listeners and may encourage brand erosion.

For most listeners, this isn’t a conscious thought process. In the moment, if they really like it, a listener may sit through a song that feels out of sync with the brand and wait for the radio station to return to expectation. If they don’t really like it, and it’s out of sync, the listener is less likely to stay.

The real danger here is, if a station plays out-of-sync songs too often—songs that aren’t consistent with its brand perception—the listener will lose confidence in the station’s ability to deliver what the listener wants.

The Coleman Insights Brand-Content MatrixSM dictates that the success of great radio stations is the result of two dimensions. First, the station’s brand strength—its top of mind awareness and perception. Second, its in-the-moment content strength—a function of how compelling the content is. The Brand-Content Matrix shows the most successful radio stations marry high-quality content with a well-established brand.

Brand Content Matrix

In many ways, the decision-making process on whether or not to play a song on your radio station can be handled in much the same way…using an Acceptance-Fit Matrix.

Acceptance Fit Matrix

Ideally, your radio station will play a high percentage of songs that test well (High Acceptance) and fit your station’s brand (High Fit).

But, there always will be moments of questioning.

In the late 80s and very early 90s, for example, pop music took a milder, less edgy turn. During this period, artists like Richard Marx, Mike and the Mechanics, Wilson Phillips and Michael Bolton topped the charts.

Michael Bolton Soul Provider

How was CHR supposed to live without Michael Bolton?

For CHR stations, playing too much of this fringe ACish sound risked undermining their brand expectation. The expectations were edgier and had more tempo. The center-lane pop was from artists like Michael Jackson, Prince and Madonna.

Stations had to be careful how quickly and deeply to move into the fringe sound—not just for fear of brand erosion, but also the risk of making themselves vulnerable to attack by more focused formats like Hot AC or edgier stations like Hip Hop.

As the Acceptance-Fit Matrix indicates, if a song is outside your own lane, it had better be exceptionally popular to play it.  A song that is exceptionally popular but not in the center lane is in the lower right quadrant. You may be able to get away with that. But, if it is only moderately popular it will be a tune out and will hurt your image.

Our recommendation is to evaluate every song in your library in terms of both Acceptance and Fit.

Aim for highly popular songs that are a great fit with your brand.

The less it fits your brand, the more selective you should be.

So when it’s time to ask “should I play that song on my radio station?”

Be smart.

Be thoughtful.

Be strategic.

And, be entrepreneurial.

Just do it in your own lane.

Preparing Your Radio Station for U2

Tuesdays With Coleman

On Friday, October 2, 2009, I was programming 96rock in Raleigh, NC and preparing the station for a major live broadcast the next day. U2 was set to play nearby Carter-Finley Stadium as part of its 360 Tour, and there were a number of last-minute logistics to run through. That’s when the phone rang.

U2 360 Tour Raleigh

It was the regional rep for Interscope, U2’s record label.

“Jay, I have a few questions for you.”

I was intensely focused on what I was doing, but, “Sure, what’s up?”

Interscope rep: “How long does it take to get from the venue to your radio station?”

Me: “15 minutes.”

Interscope rep: “How long does it take to get from the airport to your radio station?”

Me: “25 minutes.”

Interscope rep: “How long does it take to get from the airport to the venue?”

Me: “10 minutes.”

Interscope rep: “Ok, thanks.”

Click.

My mind started racing and I was freaking out, and here’s why:

I knew on the day before U2 kicked off the North American leg of their 360 Tour in Chicago, they had conducted radio station interviews and visits at several stations, including 93.1XRT and Q101, and had donated a VIP concert experience to 101.9 The Mix for its fundraiser.

A week later, the band popped into the studios of 102.1 The Edge in Toronto with just a few hours’ notice.

U2 The Edge CFNY Toronto

Now, my Interscope rep had left me a cryptic message and I’m certain U2 is going to come by the studio for a visit.

That overwhelmingly thrilling concept led to this thought:

“Oh no, what if U2 comes by the studio for a visit.”

Was the studio in an acceptable condition to host U2?

Could we mobilize a security infrastructure fast enough once the word got out?

Did we have the right people in place to handle everything that comes with a visit like this? Could we turn around production pieces immediately? Would we be able to maximize the PR opportunity? Would we be ready to utilize our digital assets right away? Could we come up with some memorable questions they hadn’t heard before?

And so, we mobilized like U2 was coming to visit. Fortunately, I do believe we were prepared for the special moment if, in fact, the band decided to grace us with their presence at the last minute.

Unfortunately, it didn’t happen.

On the other hand, it was a great opportunity to ensure we had all our ducks in a row.

In many ways, we work in the preparation business.

Among many other things, perceptual research can identify the strengths, weaknesses and opportunities both for your station and for the radio market as a whole.

Stations we work with often evaluate various potential scenarios and determine which actions to take based on the insights.

Although you can’t predict every scenario, you can prepare.

So, prepare like U2’s going to drop by this afternoon.