30 Sep Wednesday, September 25, 2019
This Week in The Lund Letter:
> Worst to First…another case study
> Become a marketing master
> Precision pumping
> Nobody watched the Emmys
> Podcasts are flying… and other Trends
Lund Case Study: Reversing Lost Audience
The GM called to say his station was in a funk; ratings were declining and advertisers were leaving. “Doctor” Lund gave the station a physical exam – analyzed the format, music, and talent execution – and made these seven enhancements to spike ratings… making the jump from worst to first:
1. Became #1 midday with a contest rewarding those who listen at work. Repackaged programming to be more at-work friendly. Nielsen’s longest daypart is 8 AM to 5 PM! Workers have more opportunities to tune to radio, and most people who listen to the radio at work listen all day.
2. Embraced digital, promoted streaming, developed Amazon Echo and Google Home “how to” videos for the website, launched a new app that allows interaction, and conducted email and texting contesting with geo-fencing.
3. Cut the music playlist in half, played only the top hits, and cut talent chatter to grow time spent listening. The easiest way to get more AQH listening is expanding the TSL. We set this announcer goal: Keep core listeners happy and listening longer. We set listening appointments by giving listeners reasons to tune in (or tune back in) more frequently.
4. Stopped calling attention to stopsets with “punch out lines” that gave listeners a reason to tune out, like “We’ll be right back” or “Back in two minutes.” Created transitions that are seamless and forward-moving.
5. Constantly said the station name and dial position, 30-40 times an hour, to impact the diary keeper. Repetition builds recognition.
6. Reshaped the morning show to be fun, funny, and locally oriented.
7. Focused on talent basics throughout the day so they can hone their profession. Worked on interesting content, brevity, idle chatter, and planning ahead. We improved talent enthusiasm, energy, flow, listener interaction, and content.
In radio royalty, Content is King, Execution is Queen, and Getting Attention (with marketing) is Currency.
Considering a Format Change?
The fall book is in progress. If you’re not satisfied with the format or execution, the Lund team provides a cost efficient evaluation of your station. We take these steps to derive your best plan of action:
> Music: We review your music library, clocks and rotations within your music software, and we conduct a music audit of key competitors.
> Talent Coaching: We aircheck your talents and produce coaching reviews. These focus on format, music, talent performance, energy, formatics, imaging, and station “uniqueness” (Stationality).
> Action Plan: You receive a comprehensive report, executive summary and Plan of Action.
This Lund Strategic Programming Evaluation provides you with a detailed road map to increased audience. Contact John Lund for more info!