Tag Archives: Editorial

Editorial: How Radio Can Use the Web to Take Advantage of Past Interviews

Seth ReslerBy: Seth Resler, Jacobs Media

Recently, the rock community has seen an unfortunate spate of deaths: David Bowie, Scott Weiland, Glenn Frey, and others. How should radio stations respond online?

In our conversations with listeners, they’ve told us their first instinct when they hear news like this is to turn to Google. After a quick search, they will usually click on a trusted news source like CNN or NPR. In other words, (music) radio’s role is not necessarily to suddenly transform into a journalistic outlet.

So what role does a radio station’s website play?

One key role is to help listeners reminisce. While listeners may not be turning to your station’s website for the date, time, and cause of death, they are looking to your station to help them celebrate the life of the artist and perhaps even learn more about his/her career and achievements.

A great way to do this is to resurface older content. If you have recordings of past interviews or performances* that you can post online, do so. Create a page dedicated to the artist with a designated vanity URL, such as yourstationnamehere.com/david-bowie. Promote that page on the air with both live mentions and production elements.

But there’s no reason to wait until a core artist dies to recycle your old content. As radio programmers, we constantly focus on finding new content to put on the air. It rarely crosses our mind to pull older material out of the vault. But websites are an ideal tool for showcasing past bits. You have listeners who are interested in hearing your station’s 1985 interview with Sammy Hagar or your 1991 interview with Kurt Cobain. Make them available online and promote them on the air.

In the Techsurvey that we’re wrapping up this week, we have a question about website visits by listeners like yours. I’ve been looking over Fred’s shoulder at the data as it’s been coming in, and I can tell you that more people stop by radio station websites every week than you might think.

If you’re programming a station with a long history, develop a proactive plan to use the web to capitalize on your heritage. Take inventory of your archive. Once a week, aim to add a new piece of old content to your website and promote it on the air. Finally, make sure your website has a robust search feature so listeners can find what they’re looking for. Before long, you’ll find that your website hosts a treasure trove of material for passionate music fans.

As always, email me with your questions or comments.

(*Check with your legal team first.)

Editor’s Note: The views and opinions of the above article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Editorial: Improve Station Awareness

By: Lund Management

There’s a factor in all ratings, even PPM metered markets, which goes beyond actual listening. The stations that are better branded and own a market image produce better ratings. The truth is that brand awareness brings about business. It’s true for Nike and Starbucks, two of the best brands around. Scott Bedbury counts those two brands on his marketing resume and offers this advice: “A great brand is in it for the long haul. It taps into emotions and becomes a powerful connecting experience.”

In broadcasting, a well-branded station has tremendous top-of-mind awareness, and that translates into bigger cume. In diary and telephone ratings, that alone becomes a ratings halo that can transcend actual listening. It’s the first station people think of when asked for a station name. As with Starbucks and Nike, it’s the “experience.” Our challenge as programmers is about sharing experiences with listeners and making them feel good about themselves and about the time they spend with the station. It’s being an essential ingredient in their routine because you give them what they need. In branding, it’s an emotional response that connects.

Begin the branding process by identifying your unique offerings in addition to your music product.

  • What is it about your station that your listeners and viewers cannot live without?
  • What do you do to drive audience passion?
  • What does your morning show do that is different from other stations, and why is it better?  Avoid being too similar, and don’t do a midday request show because everyone else does.  Make your offering unique.
  • Personalize your weather to your market activities and listener needs.
  • Are your website and social media truly interactive?
  • Are your promotions super-serving the listener?

A brand is the trip, not the destination.  Make your station a strong brand that is top-of-mind and on the “most respected, most listened to” list in one’s brain.  We have assembled the best branding tips for stations in one easy to use guide.  To better brand your station and its key benefits to listeners, get the Lund Branding and Marketing Guide in the Radio Resource Center.

Editor’s Note: The views and opinions of the above article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Editorial: How to Plan an Automated Email Drip Campaign for Your Radio Station

Seth ReslerBy: Seth Resler, Jacobs Media

There are two types of automated email campaigns that radio stations can use to engage their listeners. The first is a campaign to send out their latest content. For example, at Jacobs Media, you can sign up to receive our blog on a daily basis. This is done using an RSS-to-Email feature.

I want to talk about the other type of automated email campaign.

This type of automated email campaign sends outs evergreen content. It is often called a “drip” campaign because we are dripping out content over time.

These Drip Campaigns have a “trigger,” or an event that causes the campaign to start. Usually that trigger is simply that a person signs up for the email list. Once they do this, the emails start to drip out. The first one might go out a day after the sign up, followed by another email two weeks later, and a third a month after that. Note that everybody gets an email at a different time depending on when they triggered the campaign.

There are at least two places your radio stations should use Drip Campaigns:

1. On the Programming Side

Drip Campaigns are a great way to get more life out of your station’s best content. We have a habit of constantly moving on to the next thing in radio, but there are a lot of listeners who would love to hear the interview with Linkin Park from last spring, or the hilarious stunt your morning show pulled last year. You can use a Drip Campaign to resurface some of this older material.

2. On the Sales Side

When a prospective client fills out a form on the website requesting information about advertising, that can trigger a Drip Campaign. We’re going to use this campaign for “lead nurturing.” In other words, we’re going to periodically send the leads an email containing helpful content to build a relationship with them as they move through the ad-buying process.

For example, a week after the campaign is triggered, we may send them an email with a link to a white paper on “Understanding the Nielsen Ratings.” A month after the campaign is triggered, we may send them an email with a link to a webinar recording titled, “How to Figure Out Which Radio Station Reaches Your Customers.” If the content you send to customers is helpful and relevant, they are more likely to reach out to you when they are ready to advertise.

Planning Your Drip Campaign

You can plan out a Drip Campaign using a simple spreadsheet. Label the columns with these headers:

  • Trigger (What caused this email to be sent?)
  • Delay (How long after the trigger is this email going out?)
  • Audience (Which groups is the email going to?)
  • Subject Line (What is the email about?)
  • Call to Action (What is the email asking people to do?)
  • Link (What does the call to action link to?)

Sample Drip Campaign for Programming

Subject Line
Call to Action
Email Club Sign up 1 day Programming Follow us on social media Facebook Page, Twitter, Instagram
Email Club Sign up 1 week Programming Have you checked our mobile app? Mobile App Download
Email Club Sign up 1 month Programming Hear DJ No Name’s infamous Dave Grohl interview Dave Grohl interview
Email Club Sign up 2 months Programming Hear the Morning Zoo prank the Mayor Mayor prank phone call
Email Club Sign up 3 months Programming Subscribe to our podcast Podcast in iTunes, Stitcher, App

Sample Drip Campaign for Sales

Subject Line
Call to Action
Advertising Info Request Form 1 day Sales – Leads Guide: How to Understand Radio Ratings Nielsen Ratings White Paper
Advertising Info Request Form 1 week Sales – Leads How to Write a Great Radio Spot Copywriting Video
Advertising Info Request Form 1 month Sales – Leads How to Choose the Right Radio Station to Target Your Customers Webinar Recording on Demographics
Advertising Info Request Form 2 months Sales – Leads How to Budget for a Radio Ad Campaign Ad Budgeting White Paper
Advertising Info Request Form 3 months Sales – Leads 10 Questions to Ask Your Radio Salesperson 10 Questions Worksheet

A spreadsheet like this makes it easy to plan out your Drip Campaigns. If you would like a Drip Campaign template, please email me and I’ll send one to you.

Editor’s Note: The views and opinions of the above article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.