09 Sep Wednesday, September 4, 2019
This Week in The Lund Letter:
> Energizing your shows
> Attaining more listeners
> Conduct competitive morning show check
> Rock resuscitated… and other Trends
> Meet John Lund at GABCON
Lund Fall Strategy: Refresh Your Brand, Part V
Stations need ongoing shots of adrenaline to spike listenership and energize the sound. Continued from last week, here are more ways to spark your audience:
> Do a media sweep to learn what other stations are doing. Check out station websites, industry blogs and newsletters, and online listening. Explore ways to keep your programming fresh and fun.
> Embrace topicality on the morning show – severe weather, a local team or player winning a championship, a local hero doing good, a major concert or event coming to town, a hot TV show or movie for the target. Current events and topics keep a morning show fresh.
> Conduct a SWOT test of your programming – Strengths, Weaknesses, Opportunities, and Threats… those things that you have some control over and can change.
> Develop a marketing plan which includes updates of some or all of the imaging every week this fall. Change your imaging copy more often if the copy is humorous. Don’t run the risk of sounding automated or becoming “audio wallpaper.”
> Create a speaker’s bureau and offer civic organizations the Program Director or morning personality as speakers. Create a PowerPoint presentation that tells the station’s story and why thousands listen to it.
> For News-Talk, reengineer your hard-news writing style to appeal to younger listeners. These listeners don’t want news dumbed down; they want depth and context – but they don’t want news that sounds dated or cheesy (according to a Northwestern University study).
Next week – Refreshing your brand and fine-tuning your station for the fall rating sweep.