Now you find out your marketing budget has been slashed as you head into the fall book. What do you do?
Easy – it’s time for some research.
On the assumption that you have a database, it may be as basic as putting together a short questionnaire, serving it up to your loyal listeners, and collecting the data.
So what does that have to do with marketing?
If you treat your audience as partners rather than sheep, research can serve as a way to learn on the one hand, and get win their support on the other. If listeners feel invested in your programming decisions because you’re giving them what they say they wanted, they feel more inclined to be a part of your brand.
Social media isn’t the only place to nurture relationships. Your research can serve that same basic function.
Here’s a great example from Dave Beasing, programming guru at The Sound in Los Angeles. Recently, his database took a programming survey, and in a subsequent email, Dave shared the results with his audience:
Now you may be thinking that all the other radio stations in town now know the top-testing features on The Sound. But the bigger win is sharing the findings with the people who already have a stake in the station’s success – the database crowd, as well as those who clicked “like” on the station’s Facebook page. We know these are the same people who listen to more radio and have a higher likelihood to share their love with others.
How can your station integrate research with marketing to achieve audience buy-in while hastening perceptions of positive brand change? Because when you give the audience a seat at the table and provide them with evidence that their opinion counts, you’re well on the way.
Research is marketing.