With Sirius/XM preparing for a possible chapter 11 filing is there ever a better time to work on the radio “perception” problem? Would you buy a satellite receiver from a company that may not be there a year from now? In this recession how critical is the monthly fee compared to…oh say paying your mortgage?
by Bill Figenshu
With Sirius/XM preparing for a possible chapter 11 filing is there ever a better time to work on the radio “perception” problem? Would you buy a satellite receiver from a company that may not be there a year from now? In this recession how critical is the monthly fee compared to…oh say paying your mortgage?
Radio perception (and reality) problems can be addressed with a bit of passion for the competition. Now is the time to go after them with everything we have to offer, and that includes putting satellite radio on the defensive. It’s time to remind our advertisers that we still pass 100% of the cars, homes and online computers. Perhaps it’s time to reinforce the basics and play offense!
What should we be doing?
– Reminding advertisers that despite the increased competition, there are still over 235 million people who manage to listen to radio every week. That’s about 215 MILLION MORE than you know who?
– Present your station as a local brand. Brands are everywhere, but local brands are important to consumers today if we provide local programming they can’t get from the bird. We have the LOCAL brands that are part of the community. They don’t!
– Distribute your radio brand where the people are. That means online, and as a mobile application in addition to AM & FM. Then address it with your advertisers as an offering of a complete package.
– Reinforce the immediacy of radio to deliver a message, the value of inexpensive production and local uniqueness of your brand.
– Put something on the HD channels that matter to consumers and differentiates you from current analog radio offerings. Traffic and weather 24/7, job postings, books on tape, car tips and restaurant reviews, real estate listings, computer and cell phone discussions, police scanners…anything but more boring deep cuts.
Sure there is a recession and times are hard for small and large businesses alike, but when the going gets tough, the tough use radio! It’s affordable, accountable and reliable as an advertising medium. If it’s bad times for satellite radio, why not let everyone know it by restating our own attributes? Let’s go get our audience! It’s time to stand up and make a big noise!
Bill Figenshu is the President/CEO of FigMedia1 LLC. Formed in July 2005, FigMedia1 is the first (and only) company created to take advantage of the emerging trends in broadcasting. Consisting of four separate yet, related disciplines, FigMedia1 offers guidance and strategic planning in Cluster & Station Operations, Broadcast Branding, Talent Development, and Company Creation, to media companies and individuals within the broadcast industry. His list includes major broadcast companies both public and private, national radio networks, and internet start up’s. He is also the President of Station Development and Operations for Peak Broadcasting. Serving Fresno California and Boise Idaho, Peak Broadcasting LLC, is a “new generation” radio broadcaster formed in 2006 to super serve local, growing communities throughout the western US.
