MARKETING EXPOSED

I spent quite a number of passionate years working in or around the radio business.  Today I’m passionate about the power of social media as a connecting tool and as a next step in the evolution and integration of marketing from broadcasting a message to many, to being in a real two-way conversation with one at a time.

Another tenet of the new world of social connection is the idea of transparency.  Which is to say that being in control or being protective as a company isn’t going to be a winning proposition for the long run anymore.

Google changed all that. 

The customer is now in control.  A customer can find and get what he or she wants from just about anywhere in the world.  It’s extremely easy.  The days of a company or industry controlling the inventory and availability of options are gone. 

Could the radio industry suddenly have an avenue to jump into this new spirit of open collaboration?  This is critical evolution.  I mean, really, what is the point in continuing to protect a play-list and determine from “on high” the music or programming you deem listeners surely want to listen to?

Kinda hard to protect what is already out there and available all over the place.  However and whenever they want it.   That’s a receipe for imitating the currently decaying newspaper industry. 

So, I was extremely excited to learn of a new software technology that a company is making available for radio stations.  Listener Driven Radio is software that would effectively allow a radio station to seek immediate real-time feedback from listeners about what songs get played next or most often.  And which ones perhaps go away.  There are even functions to allow for potentially adding new or even local artists.

This is the absolute essence of a transparent business model.  Handing a chunk of control of the content – the keys to part of the radio station – directly to the listeners; the customers.  Effectively outsourcing some decision making on your product/service to your most avid users.  And, in doing so, creating an interactive community with tremendous upside potential for powerful loyalty!  And building cross-communal social connections. 

IF – with a capital “I” and a capital “F” – radio stations are courageous enough to actually hand over those keys.

In this case, the software apparently comes with a number of settings that allow a station’s Program Director to set parameters and restrictions.  Which begins to sound an awfully lot like the typical call-in request show – where the so-called requests usually only get played if they just happen to coincide with the pre-determined programming guidelines/playlist for that particular station at that particular time of day.

Oops, did I let an industry secret slip out?

Taking, instead, a truly open approach is one that forward thinking radio stations should already be pondering on!  Is there a way to make a local station have some of the flexibility and input that internet options like Pandora already have?   And in doing so to also be capable of weaving a community social network fabric at the same time?  Wow.  That would be strong!

Now, think about the business YOU are in.

Are you still standing in cement – as the water of the new world simply rushes right around you?  Are you clinging protectively in terms of decisions and choices and operational modes and products/services because that’s just the way it’s always been?  (And because you’re trying to keep your competitors from knowing too much?) 

Think instead about where you could begin to hand over at least a few “keys” to your own customers.  Are there areas in which you can actively seek their input and/or direction because you want to make your business more focused to super serve these best customers you already have?

Having the courage to step out and do so can up the loyalty ante of your best customers substantially!  Which, through socially networked connections, can lead to a powerful organic viral outgrowth known as “customer evangelism“. 

Wouldn’t positive connected opportunities to truly grow be a far better choice than protective staid attempts to merely survive?

- Steve