06 May Wednesday, April 24, 2019
This Week in The Lund Letter:
> Digital is a big tool in radio’s tool box
> Concentrate, innovate, compete
> The gamers are taking over
> Top trusted companies
Lund Digital: Radio Programming Enhanced by New Media
What are the digital advantages to your programming? These ten ways help build new audience:
1. You now think beyond your transmitter. Website streams and smartphone apps are essential, and smart speaker usage is growing fast. You know this, so what makes you unique?
2. Being local is radio’s advantage. Use digital approaches like Snapchat video or Facebook Live streaming for station events.
3. Use text messaging to reach listeners for news alerts, contesting, and audience participation.
4. Be active on Facebook. It replaced the studio phone; it’s perfect for interaction. Be active on Instagram and Twitter, too.
5. Make FB communication easy, and respond quickly to questions and posts.
6. Build your email database and offer listeners relevant and interesting offers that increase tune-ins. Become a “friend with benefits.”
7. Have station blogs and website posts, but keep everything fresh. Having a two-month old concert on your upcoming calendar says “we don’t care.”
8. Make it easy for people to contact you via your website. Include phone numbers and emails for key people including sales reps for potential sponsors. Contact forms without specified recipients are impersonal.
9. Don’t post personal messages on the social media account you use with listeners. Why give stalkers or hotheads an undue advantage?
10. Give your Facebook and Twitter addresses to make it easy for people to follow the station. Saying “find us on Facebook” is like inviting people to a needle-in-the-haystack competition.
For greater detail on digital and radio, see the 2019 “New Media Strategies & Digital Sales Initiatives” guide. Order here, and right now you’ll also get our Smart Speaker Stylebook free!
Lund Marketing: The Perception of Being First
Two out of four Cleveland TV stations have “first” in their positioning slogans. WEWS ABC-5 says: “On your side,” which sounds like Nationwide Insurance, and “First in Ohio, First in Cleveland.” WOIO CBS-19 has this news branding: “First, Fair, Everywhere.” WKYC NBC-3: “Report the facts, respect the truth.” WJW Fox-8 in Cleveland has this brand: “The most powerful name in local news.”
Radio stations use “first” to describe news and talk shows with these liners:
> “First with the news and first to talk about it.”
> “Rely on (area)’s first choice for news.”
> “Hear the first news of the day every weekday starting at 5 AM.”
> “News first, fast, accurate and concise.”
> “News as it happens, first, fast, and factual.”
> “First with news when seconds count.”
> “Your first choice for news.”
> “Get your news first from real news professionals.”
> “When news happens, you hear it here first.”
> “First with fact finding news.”
Fresh Imaging Liners for News-Talk
News-Talk stations rely on syndicated shows most hours of the day and night. Your listeners should feel the station is live and local. Refresh your imaging liners today. Get 200 creatively written liners for News-Talk from Lund Media. Order here.
Lund’s Top 3: Becoming (or Staying) Number One!
Continued from last week:
1. Concentrate Your Attack. Focus programming on those most passionate about the station: your core listeners. Use Internet and database marketing techniques to research needs and provide benefits. Lengthen TSL.
2. Be Innovative & Meaningful. Push the creative envelope and find new ways to increase the value of the station to listeners and clients alike, and improve perceived value.
3. Conduct Competitive Reviews. Keep competitors from gaining ground on your brand or position. Watch them like a hawk… their music, contests, promotions, ad spending, talents and liners; then respond if necessary. Be their management’s worst nightmare, and have fun driving them crazy!
For our complete list of ways to become/stay #1, visit www.lundradio.com.
Can You Improve Your Time Spent Listening?
Of course! Let’s start with your music!!
Give your music software a “check up from the neck up”! The Lund “Music Doctors” will conduct a comprehensive library and rotations review. Improve your time spent listening and play the best songs in the right order. This Lund service is totally customized for your market and station, and strictly confidential. Email us for a music software tune-up and ask us about a “safe list” of the best researched songs for your format. The doctor is IN! Email John Lund for info.
Promotion of the Week: The Cash Clunker
Restore a clunker and make this car a vital part of the station’s promotional machine this summer. It’s easily recognized when it’s out since it’s covered with your stickers. Use it weekly to take out freebies such as concert tickets and station t-shirts in addition to handing out stickers. This is always a quick, easy, visual and successful event where it’s easy for listeners to find the station and get the “good stuff.”
Do You Need A Great Promotion?
Our “Spring & Summer Promotions” Guide outlines every programming and sales promotion you’ll need. Over 100 audience-building promotions, contests, sales promotions and show prep ideas will make your stations sizzle right now and through to summer … and help the sales staff lock in new dollars.
Order now and receive our new “Promotion & Contest Strategies” guide free. Order here to get both guides.
Lund Trend Watch:
Are You A Gamer?
If not, you are now in the minority. 86% of internet users worldwide have played a video game on at least one device in the past month, according to a survey from GlobalWebIndex. As expected, younger demos play more, but not by as much as you may think. The percent of people who have played a video game (on smartphone, tablets, computers or gaming consoles) in the past month by demo:
+ 92% of 16-24 year olds
+ 91% of 25-34 year olds
+ 86% of 35-44 year olds
+ 76% of 45-54 year olds
+ 71% of 55-64 year olds
Nielsen has released its first quarterly Content Ratings Benchmarks report which covers how audiences are connecting with video content. Among 18-34 year olds, 66% of time spent watching the four leading broadcast networks is through live TV. Cable networks are even higher with 81% watching live.
Most Reputable Companies
According to Reputation Institute, these are the 5 top companies in 2019 reported in Forbes (US ranking):
#2- Hershey Company
#5- McCormick & Company
With the exception of top company Netflix, tech companies don’t do so well having a trustworthy image. Amazon has fallen out of the top 50, Google out of the top 100, and Facebook out of the top 300 companies.
May 1: Billboard Music Awards on NBC
May 5: Cinco De Mayo
May 12: Mother’s Day
May 18: Armed Forces Day
May 24: Start of Memorial Day Weekend
May 27: Memorial Day
June 14: Flag Day
June 16: Father’s Day
Next week in the Lund Letter: Conducting a music tune-up.
Thanks for reading
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About Lund Media
For over 20 years, the Lund Media Group has provided programming, music consulting, operational guidance, and research to broadcast stations throughout North America and overseas. With specialists in every format, the Lund Goal is to help stations get more listeners and keep them listening longer.
Call John Lund for more information about how the Lund Media Group can help your stations achieve more listeners, higher ratings, and more revenue.