You don’t know when cross tuner will tune into your progam, see your online content, or meet your employees. You must have short and long term plan (program/marketing-promotions/sales). You must be present all the time, everywhere. Whenever and wherever you can. And it has to be remembered. Advanced mind techniques in radio could help.
The listener and client must give you an answer to the simple question: “Why should I listen to your station(why should I advertise here), not your competitors’?” Your task is to teach them to answer that question.
Today, it is more important to be distinctive station than to be different. Everybody plays music. Everybody tests music. All stations have DJs who like to talk. All of them tend to be entertaining. You are all the same. I do not underestimate the importance of being different, but it is very, very hard to be different. I only say that importance of distinctiveness is underestimated especially in radio industry.
In the end, try to answer to these questions:
- How is your station distinctive?
- What makes your station sto special?
If you have answered in two seconds, you are in great starting position. And you can make this very (low cost) small research to see if you are doing well (and to prove that I am right): ask drivers which station is playing in their cars at the moment and don’t allow them to check RDS/multimedia screen before they answer. If they know which station is playing, that station is great product! If that station is yours, you are either radio no.1 or you can be no.1. If they don’t know, we have a problem…