Date Posted: |
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| 09 | | 19 | | 05 |
Think Different
Read this article from the San Francisco Chronicle (courtesy SFgate.com).
The article is about Apple. As in "Apple Computer." But the article barely mentions computers at all. What the article mentions a lot is consumer passion and how Apple taps into it.
"As a company, the Apple brand name used to resonate with a small but loyal niche of Macintosh computer users. But now, the iPod has extended Apple's brand identity to mainstream consumers, who only have to see or hold a new Nano to be caught up in the whole fanatic I've-got-to-have-what's-new-from-Apple effect,'"
Consider what Apple is really doing. By creating products such as the iPod and the iTunes Music Store, they're reaching outside of the computer to bring customers to the computer. THEIR computer. They're marketing Apple as a brand.
Why aren't we reaching outside the radio to bring listeners to the radio?
Don't talk to me about running TV ads. That's soooo 1999.
Talk to me about non-radio content that brings people back to the radio.
Talk to me about websites with content that's worth checking at least once a week. Talk to me about your morning show's blog. Talk to me about your new music page where you have a column about music trends, including the latest releases and when you're playing them on the air Talk to me about movie reviews or local gossip or freaking recipes for all I care. Where do your listeners' passions lie and how are you connecting with them off the air?
Yes, I said 'off' the air.
Talk to me about your afternoon show hosting singles parties.
Talk to me about trading air time for a page in the alternative weekly where you have a column instead of an ad. A column. Something worth reading each week.
Talk to me about some sort of club your midday host has set up. A bowling league? A darts league? A knitting club or a book club? Who knows!
Apple is selling more computers thanks to the time and effort they put into products like the iPod.
What could your station be doing to bring more listeners into the fold? It's time to Think Different.
