We’re in the heart of election season now and in this week’s Programming To Win column, Bob Quick wonders who the undecided voters are out there. He also reminds us that radio has its undecided “voters” as well, voting with their dial, and every time they turn on your station is a chance to win their vote as a new listener.
By Bob Quick
Quick Radio Consulting
Bob Quick
It’s election season and I’m always fascinated by the results of the polls. Not who’s leading or trailing, but the number of the UNDECIDED. I like to do the math to see, if by using the margin of error, you can come up with 100%. More often than not you can’t.
Who are those UNDECIDED people? Do they live under a rock? I’d love to find out how they can filter out all the noise because I’m sick of it already and the silliness is only beginning.
We can use this to examine our place in the media landscape of 2012.
Here’s the ugly truth.
No matter how good of a job you do, no matter how many community events you attend, no matter how great your 20 share 12+ looks in Arbitron or how many TV commercials your station airs…there are still folks unaware of you, your station, and your events.
And the unaware are the MAJORITY of the people living in your town.
I hate to burst your bubble, but even if you had a 100 share 12+…that number is still an estimate…of a percentage…of the population…who listened to the radio…during the time period of the year…that the company gathers data…for the ratings.
It boils down to this…you have the potential of speaking to at least one new person every time you crack the mic. And it’s probably many more than one.
Even the most watched television program of all time was only watched by an estimated 77% of the country and it aired when we only had three channels to choose from. A HUGE success and accomplishment for my favorite TV series of all time. It was the series finale of the TV show M*A*S*H and it stands as the most watched program of all time. But still as popular a series it was, 23% of the country were unaware or didn’t care.
The NFL’s yearly championship has become an unofficial national holiday. But the most watched Super Bowl ever was also from a time of only three networks and it was only viewed by 73% of the country. You can argue that at least 27% of the country hibernate annually every February.
So, when you meet someone at an event that doesn’t know who you are, don’t be offended and think they are stupid for not knowing you or your station. Use it an opportunity to get elected. Make them feel good to have met you, invite them to listen and make a personal connection right there!
You only have one chance to make a first impression and the competition from other media has never been tougher than it is right now to cut through and win their attention. It’s your job to be memorable, and to sell yourself, and the station to your listeners.
Compelling content is great, and should be your every break goal, but if you don’t remind the listener where to find it, you’ve lost the battle.
Say it.
Your station name and what you do.
Say it.
Every time and all the time. No exceptions.
If you meet someone and they say “Hey, you’re the guy from the country station”, you’ve lost.
If they say “Aren’t you that girl on the radio”, you’ve lost.
If they say “When did you start doing fireworks” and you’re celebrating your 10th year of your station’s Fourth of July Red, White, and Boom event, you’ve lost.
But you’re thinking, “Bob, not everyone will listen to me or my station.”
But shouldn’t that be your goal?
Bob Quick knows how to create compelling content and has coached talent early in their careers to aspire to, and eventually be, major market talent. If you’d like a “third ear” on your aircheck, contact Bob today at bob@quickradioconsulting.com or by calling 706-358-9103.
