Tag Archives: Hey Google

What Makes Your Radio Station Unique?

In teaching broadcast sales at the university, one of the things I taught my students was to help their advertising clients to identify their unique selling position in the marketplace. In other words, what was the one thing that made them different than everyone else in their specialty.

Something For Everyone

The answer you most often hear when you ask an advertiser what makes them unique is, “well, we have something for everyone.”

Something for everyone is nothing special for any one. To the radio listener, it’s like blah, blah, blah. It’s meaningless. Why? Because every other advertiser selling everything from soup to nuts says the same thing and the listener has become trained to tune out these advertising clichés.

Plumbers

Plumbers are probably not something you ever give much thought about, UNTIL you need one. That’s true for lots of repair services when you think about it.

What’s the one thing you hate about calling a home repair company? Knowing that you will be kept waiting and waiting and waiting for their arrival at the time when they said they would.

“It takes many good deeds to build a good reputation and only one bad one to lose it.”

Benjamin Franklin

Benjamin Franklin Plumbing could have said a lot of things about the services they provide, but instead they decided what would make them unique in the ears of future customers would be being punctual.

Benjamin Franklin

The Punctual Plumber

They built their whole franchise around the realization that people hate to be kept waiting. In fact, they promise when you don’t have time to wait around, you can count on them to be punctual plumbing professionals, but if they are ever late, they will pay YOU for every minute they’ve made you wait. Doesn’t that resonate with you? It does for me.

Give Your Radio Station a Diagnostic

When is the last time you pulled out the Advertiser Diagnostic sheet and used it on your own radio station(s)?

What makes your station unique? Not the music, that’s for sure. The songs you play were carefully crafted by composers, producers and talented artists, who have record labels that have worked relentlessly to get those songs played on as many radio stations, pure play streamers, movies, TV shows and any other place that uses music to entertain people.

Is your brand name unique? Well, if you branded your radio station KISS you are one of 78 radio stations in America that call themselves that, along with radio stations in Ireland, United Kingdom, France, Italy, Poland, Ukraine, Romania, Moldova, Iceland, Greece, Spain, Sweden, Germany, Brazil, Canada and Australia. It’s no different than calling your radio station HOT, Jack, Bob, Alice or some other cute name that dozens upon dozens of other radio stations are doing, especially in a world where voice commands increasingly are the way people are accessing audio on their smart devices.

But if your brand is 650AM -WSM, you are the only one in the world that has that brand. You have set yourself apart from the estimated 44,000 radio stations currently on-the-air in the world. WSM is the Home of the Grand Ole Opry. I don’t expect this historic radio station to ever call itself by any other name, but by the one it owns exclusively: WSM.

Streaming Radio

In a world where you can receive virtually any radio station on an App like TuneIn, being unique and one-of-a-kind has never been more important.

If a person tries asking Alexa, Siri or Google to play the KISS radio station, I have no idea which one she will play. However, I don’t have to wonder for a second, if I ask my smart speaker to play WSM, I will hear any other radio station, but the one from Music City USA, in Nashville, Tennessee.

What Makes Your Radio Station Unique?

If you stake your radio station’s future on things created by others, like music, talk shows, network news, syndicated programs, jingles – things every other radio station in America has access to – then your radio station is NOT unique.

When other providers are able give your listeners more of what they want while eliminating the things they dislike, your days as a broadcaster are numbered.

Another way to think about this is, if you were to eliminate all of your commercials – the thing radio listeners say they object to most – would you be able to sustain your radio station by listener support, like public radio and Christian radio does? Or the way that Netflix or SiriusXM does?

If a listener hasn’t heard of your radio station,

wouldn’t choose your station or recommend it,

your brand is dead.

<Picture: The Fuse Vert is a premium vertical vinyl audio system which can also play FM radio>

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How Do You Spend Your Time?

U S Music Industry Revenues 1H 2019When this pie chart was posted on social media, it immediately captured my attention, by showing where the United States Music Industry is making its money. You can read the Mid-Year 2019 RIAA Music Industry Revenues Report HERE.

Total revenues were reported to be growing at 18%, with 80% of the industry revenues coming from streaming. By comparison, the radio industry ended 2019 up 2% and the inflation rate for the United States for 2019 was 1.7%.

Going Apple

I’ll admit, I was late to the Apple party. When I was a broadcast professor at Western Kentucky University, Steve Newberry, EVP with the National Association of Broadcasters, and I were having lunch one day, Steve asked me if I had an iPad. I said “no, and I didn’t know why I needed one.” Steve said, well I can’t explain it, but once you get one you’ll wonder how you lived without one. So, I got one. It would be my second Apple device, the first being an iPod Classic. I purchased my iPad2 on Black Friday in November 2011.

Blackberry to iPhone

I had owned a Blackberry Pearl “smartphone” since my days as a Market Manager at Clear Channel, I loved all it could do and I loved its compact size. But in less than a month of owning and enjoying my iPad2, I would upgrade from my Blackberry to an iPhone4S in January 2012. In 2015 I would switch my university desktop computer from a Dell to an iMac, and today I have added Apple TV for streaming my video entertainment.

One of the wonderful things about the Apple operating systems are that once you know how to operate one, you can operate them all, and they are very intuitive.

iTunes Match

When I got my iPhone4S (the “S” stood for Siri and it was the first introduction of voice command, that has since been joined with offerings by other companies such as Amazon’s Alexa and “Hey Google”), I immediately added a couple of other Apple services like iCloud and iTunes Match.

iCloud backs up all my data and iTunes Match makes it easy for my music library to be available on all my Apple wireless devices, which in 2012 was my iPhone4S and iPad2.

iTunes Match is an annual subscription service, that for me, renews every November for $24.95.

This year after it renewed for 2020, I realized that since owning my Amazon Echoes, I really never use my music library on iTunes anymore. It so much easier to just say “Alexa, play…”

Streaming

I’m sure I own more AM/FM radios than you, unless you’re also a radio geek, then you might own as many as me or even more. But these days, the radios throughout my house broadcast whatever I stream via my Whole House FM Transmitter.

I may stream music from Amazon Prime or Pandora or from one of my favorite internet radio stations, but I never change the dial position on any of my radios because I simply need to tell Alexa to change what I’m streaming from virtually anywhere in my house. (That device has incredible ‘hearing.’)

When we go to bed, one of the things Sue and I especially enjoy is asking Alexa to play some of our favorite songs. Alexa’s the only “DJ” I’ve ever known to not only take requests but play them for you as soon as you ask her to.

You Are No Longer in the Radio Business

This year during Radio Ink’s Forecast 2020 this year, Scott Flick told the audience “Whether you like it or not, you are no longer in the radio business, but the audio business.” Today, the competition is not another radio station or even another media source, but the competitive landscape is for people’s time. We live in a world where a plethora of options can fill our time.

Relevancy Replaces Local

What is local to you? The price of gas at your local pump? The price of goods at the place you shop? The quality of the air you breath or the water you drink? I’m sure you answered, they all are. And chances are not any of them are produced locally, but somewhere else in the world.

Local today is planet earth.

What will make any media property worth a person’s time will be how relevant it is to the person accessing it.

Relevant radio will be one that is closely connected with its audience.

 

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