We’re often asked, “What new radio trends have staying power and will be successful?” Answer: Formats that have been researched for a particular market and demographic, from Rock to Country to Modern Adult Contemporary. Their cutting edge lies in marketing. After programming and formatics are perfected, promoting aggressively, creatively, and cost-efficiently involves using the station itself as a selling medium.
Marketing Your Brand
Good advertising is like good programming: It’s poison gas. It should bring tears to your eyes, unhinge your nervous system, and be the most memorable experience in your life—and then it knocks you out!
Going beyond the conventional ways of advertising and programming enhances Stationality. This term was coined by Lund Media years ago to describe what makes the station unique and beneficial to the target listener.
Producing entertaining radio is more than having deejays and promotions that fit the station’s life group, whether that is a fun image or a slick hip image. We also need creative advertising, marketing, and imaging promos that illustrate the station’s synergism. The on-air “Show Biz” should be reflected in imaging and advertising.
Foreground vs. Background
One problem with the background radio formats is that the commercials are also background and, therefore, don’t get a great response from the sponsors. Commercials need to be showcased properly to move the product for the client. Likewise, imaging promos and liners must aggressively pitch station benefits and get people to listen longer. They must effectively sell the image and why the station is unique.
Fun promos can be as simple as:
- “Don’t touch that dial, you don’t know where it’s been” or
- “Variety? Hell, no, it’s all Classic Rock.”
Programmers today are challenged to make their stations memorable. Work to get listeners involved in putting a new spin on the station. We should turn up the velocity several notches, supercharge the radio station, and make it stand out in the listener’s mind.
Pic AI generated by Envato Elements.
John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful? You can leave a comment below or email John at John@Lundradio.com.