How many times have you thought, “If we just had more money to spend on marketing, it would solve our problems”?
While marketing will probably never solve all your problems, in many cases (provided the brand/product/appeal are properly aligned) the right marketing can work wonders. We’ve recommended marketing campaigns as part of strategic research plans over the years, and plenty of radio stations have seen tangible results from utilizing other traditional media such as television, billboards and direct mail.
Many companies today are also finding success by marketing in a decidedly non-traditional way that sounds counter-intuitive: by “giving away” their product.
Meet Roger Wakefield, President of Texas Green Plumbing in Dallas.
When Roger’s business started slowing down a couple of years ago, he started a YouTube channel. He created videos that provide free plumbing advice (see this link to find more information about plumbing).
Roger knows that by giving away advice and establishing credibility with these small DIY things, he’s creating potential customers that will contact him when they need help with the big things.
It’s not unlike the reason we started our Tuesdays With Coleman blogs nearly three years ago. We’re happy to share tidbits on content, research and branding strategy and hope you’ll think of us when you need help with the big things, too.
What extra value can you give to your customers? What can you do to “pull back the curtain” of your audio brand for your listeners? What tips and advice can your sales teams provide to build credibility?
Outbound Marketing will always be necessary to build brand awareness. But think about how your Inbound Marketing–content creation, problem solving and loyalty building–can play a role in your overall brand strategy.
Over the last couple of weeks, we’ve learned quite a bit about the current state of contemporary music. Among many other findings, this year’s study of the current tastes of 1,000 12- to 54-year-olds across the United States and Canada has indicated a rise in the appeal of Country, a slightly older lean to the best-testing titles and a downtrend for Pop, Hip Hop/R&B and Dance/Electronic. This week, we’ll focus on how the genres of the best-testing songs vary based upon consumers’ choice of platform. For example, the best testing genres among radio users look different than those of streaming users. Pandora fans look different than those consumers who prefer Spotify. Why do we find these differences so interesting? Because programmers are barraged with data from different sources every day. A song’s amazing number of streams on Spotify, for instance, might be used as an argument why it belongs on your radio station. Or the fact that “everyone” on Pandora is flocking to a particular style suggests that you should move your programming in that direction.
Travis Scott and Kid Cudi’s collaboration debuted at #1 on Billboard’s streaming chart with a boost from a live Fortnite event.
That’s why understanding the different profiles of consumers of these various platforms should matter to you. It should help you appreciate what all those stats being thrown at you really mean.
For starters, the best testing songs of people who use radio every day look a lot different than those of daily streamers. What’s the big difference? The Top 100 among daily radio listeners contains a large percentage of Pop and Country, and a smaller amount of Hip Hop/R&B. About a third (32%) of the Top 100 of Daily Radio Listeners is Pop and 29% Country, but only 19% Hip Hop/R&B. Daily Streaming Listeners, on the other hand, have much more Hip Hop/R&B (29%) and far less Country (only 15%).
Does that mean Daily Radio Listeners don’t like contemporary Hip Hop? No. It means when we look at Daily Radio Listeners as a group overall, they gravitate toward Pop and Country among contemporary genres. You are more likely to find interest in Pop or Country when you take a broad look at regular radio users.
We see other notable differences when we compare the Top 100 of Pandora, Spotify and YouTube fans. Consumers who prefer Pandora over other streaming services have a tremendous amount of Country in their Top 100—39%. They also have 26% Pop but significantly less Hip Hop/R&B at only 17%. Those who prefer Spotify go in the opposite direction. They have a very large percentage of Pop (39%) and a good amount of Hip Hop/R&B (26%)—but very little Country, only 9%. YouTube fans look very similar to Spotify fans.
The point is that people who prefer Pandora have much more Country in the songs they rate best; those who prefer Spotify and YouTube have more Pop and Hip Hop/R&B in their Top 100 songs. We sometimes tend to think of streaming users as homogeneous, but they are not. The profile of consumers who prefer different streaming services are distinct—and it is important to keep this in mind when we look at data coming from various sources. And that’s true of almost every different platform we analyzed.
Dan + Shay’s “Tequila” tested #22 overall in Contemporary Music SuperStudy 2 with those who prefer Pandora over other streaming services, #48 with those who prefer Spotify and #55 with those who prefer YouTube.
Next week, we’ll dive into the political fray–to discover the respective taste differences between supporters of President Trump and Joe Biden. In an environment in which common ground and bipartisanship can be hard to find, can these two polarized groups find musical consensus?
Don’t miss next week’s Tuesdays With Coleman to find out.
This September, NBC will debut “A Little Late With Lilly Singh,” a new late-late-night talk show in what will be the former timeslot of “Last Call With Carson Daly.” NBC’s choice of host for this timeslot is a bold one for the network in a lot of ways. Lilly Singh will be the only woman with a late-night broadcast network show. She’s Canadian. She’s a young woman of color. She is also relatively unknown to the general TV-watching public. Lilly Singh earned her chops not on the stand-up comedy scene or as a bit player in sitcoms.
Lilly Singh started a YouTube channel as IISuperwomanII, and will now take over Carson Daly’s late night slot on NBC.
Ms. Singh is not the first person to build a career from that platform (we wouldn’t have Shawn Mendes without it), but it’s fair to say that she’s the first person to be plucked from YouTube by a major network and given her very own eponymous TV show right out of the gate. Say what you will about the 1:35am timeslot on NBC, it’s still part of a network with a lot of heritage and a good amount of prestige that relies on advertising for its success, so it doesn’t make its host choices lightly. She is one of the main reasons people are opting to purchase youtube views and growing in their own way. TV is looking for talent in new places and banking on that talent. Why can’t radio? When radio stations and syndicators look for on-air talent, they tend to look fairly inward. And that’s understandable on some level, because we all know radio isn’t like visual media. If your audience can see you, you work a lot with facial expressions and body language. Radio requires everything to be in the voice. It’s not a skill everyone has, for sure. It’s not always translatable from film or TV. Radio hosts also have to be able to think fast and be creative on the fly, read copy often with little notice and, in many cases, be willing to wake up at ungodly hours and make their way to the studio in all types of weather conditions. Great hosts are not always easy to find.
But why not… try?
I’m reminded of major films that took huge casting risks and ended up with something great. 2006 brought us the long-awaited film version of Dreamgirls—who knew Beyonce could act? Jennifer Hudson, at that point known primarily to the public as a runner-up on American Idol, even won an Oscar! Yalitza Aparicio, the star of recent Best Picture nominee Roma, was a schoolteacher. In a different part of the media universe, Megan Amram, a writer for some of my favorite sitcoms, got hired because of her clever and indie-popular Twitter feed. These people all had that something and were given a chance.
Yalitza Aparicio was an outside find for a Hollywood feature film.
Now, I’m not completely naïve. I’m sure there was a lot of hard work that went into polishing the performances in Dreamgirls and Roma, and I’m sure Ms. Amram took a while to get comfortable in the Parks and Recreation writers’ room.
So why not apply some of the resources radio already uses into developing innovative and interesting on-air talent? Program directors coach their morning show hosts all the time, and I’m privileged to know some wonderful consultants out there whose careers are built on perfecting on-air charisma and chemistry.
There are already some successful stories of hosts plucked from other areas. D.L. Hughley comes to mind; his established career in comedy and TV hosting have served him well on his nationally syndicated morning show. And say what you will about Dr. Laura Schlessinger, but her ultimately extremely successful radio career started when she simply called into an LA-based talk show and impressed the host enough to get a gig. She was working as a biologist at the time, which reminds me that Janeane Garofalo’s character in The Truth About Cats and Dogs was a veterinarian-turned-radio-host (fictional, yes, but same idea).
So how about it, radio? We at Coleman Insights talk about Outside vs. Inside Thinking all the time, and this is one of those areas where radio can definitely go “outside.” There might be a comedian out there whose brand of humor is perfect for your afternoon drive audience. You might be looking for an additional cast member to balance your morning show whose ratings are good but whose perceptual images are lackluster, and you might find that person on local cable access. Or from a contest. Or from your local karaoke bar.
Or stations can find talent on YouTube. People like Lilly Singh, who are building a huge base of followers that you can tap into as future listeners to your station. Potential radio talent really is all around you, even if you might not realize it at first glance.
When you’re looking for your Next Big Thing, don’t just stick to the studio. Look further afield. Like NBC.
BRANDING, CONTENT & RESEARCH STRATEGY
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