With all forms of media promising “exclusive content” nowadays, what can radio do to stand out? In this week’s Programming To Win column, Michele Tharp of Paragon Media offers a few suggestions for types of exclusive access that radio can offer its listeners. She proposes taking your station’s fans behind the scenes and closer to the action, thanks to the power of today’s technology.
Michele Tharp
By Michele Tharp
Social + Mobile + Digital Consultant
Remember when a radio broadcast used to be something exclusive and unique…when no one else could do it and there was no other competition for the listener’s ears and loyalty? Doesn’t seem that long ago, but today with the influx of new technologies and platforms that allow for companies and individuals to create all kinds of media (including audio and video) on the fly and then share with their online communities, we are finding our media space more and more cluttered, and competition for listener’s loyalty is harder than ever to get and maintain. And it appears that everyone is jumping on the band wagon. Companies of all shapes and sizes are shifting away from online advertising banner ads and looking for more effective and authentic ways to connect with the customer, especially through music.
Virgin Mobile launched Virgin Mobile Live, a social newsroom that publishes content several times daily. Featuring new music, apps, and web memes.
American Express has participated in many content programs. One of their most successful, and long-standing, is American Express Unstaged – a program that live streams concerts by some of the biggest names in music through the lens of a well-known director to fans across the globe.
Red Bull is a company that sells a popular energy drink. It now has a separate stand-alone media company which includes mobile apps, print, web TV, radio, newsfeeds, social networks, video and even a full length film.
These companies are creating creative and interesting media, which they hope will be commented on, shared and create repeat check-ins to ultimately expand their brand. This is generating more options for the listener/music lover to move away from radio and to latch onto a brand for their entertainment and music discovery. So, as a radio media company who used to own this space, how do you stand out?
Radio stations’ bread and butter has always been their connection to the music and the artists. Only the radio stations and DJs could get access to these celebrities thru in-studio performances, interviews and of course the ultimate back stage access at the concert. This automatically built credibility, and exclusivity, making radio special. But as competition in the media content space continues to grow, radio is going to have to get more creative and use what makes them unique to their advantage.
Behind the Scenes:
Most stations have the great advantage of in-studio performances, and many record and post these videos on their website, and share via the various social media channels. This is good! But have you considered taking this a little bit further…allowing your audience to get a little closer?
Remember the stuff the camera captures just before or after you get the take right? It used to be that consumers would never see this material. This excess material can take the form of “behind the scenes” video footage and “outtakes.” Leveraging on-set secrets and project sneak peeks can help you generate excitement around the event, and hopefully create more engagement. Also, providing listeners with a look behind the scenes not only gives them something more to explore, but offers authenticity to the content itself.
Get Personal:
How about giving listeners a glimpse behind the doors? Videotape a programming meeting, a remote or a company Friday lunch. If you can inject a little humor, you’ve got sharable content. Perhaps record your back stage access; talk to the production folks, show the green room, the view from on stage (before the show), or even the bathroom. None of this needs to have the performing artist included, but it will still give the average person something they would not otherwise see. You can also get the listeners involved, showcase winners, interview them, give them a chance to be the star.
Once you have a great piece of “exclusive” content, be sure to integrate it into all your marketing channels. Consider what actions do you want your listeners to take? Sign up for your mailing list? Follow you on social media? Share content with friends? Show up at an event? Click a link? By defining your goals, you will be able to measure the effectiveness of your content.
Radio has this high-quality exclusive content right at their fingertips. It’s time to use it to extend your credibility and loyalty…and also it might even be fun!
Michele Tharp has spent over 20 years in marketing, public relations and promotional capacities within the radio and entertainment industries. Beginning her career as a Promotion Director in local radio, Michele has held marketing positions with several media companies including Capitol-EMI Records, Jones Radio Network, Showtime Networks and currently with Paragon Media Strategies and Media Mechanics.
