Lots of love. But not much loyalty.
You may have seen THIS HEADLINE on All Access: More Millennial Data From Nielsen: ‘Lots Of Love, Lack Of Loyalty’
The surprise is that 93% of Millennials still use Radio regularly, given all their options.
Why would we expect anyone to feel loyal to something they don’t actually need?
We can buy coffee, much less expensively, everywhere, so why do we keep going to Starbucks?
We can find less expensive phones, so why keep over-paying Apple and Samsung?
You build loyalty by being irreplaceable in their minds, by being perceived as so much better than the alternatives that the choice is simple.
Never forget that we are feeling creatures that think.
Our emotions drive our decisions. That is a scientific fact.
What do they feel when they hear your station?
Do they feel anything at all, except frustration at how many ads we play, at the droning drivel we pretend is content?
You will never drive loyalty while you’re afraid of sounding different from every other station.
Not a little different, a lot different.
You will never drive loyalty by playing it safe, by coloring within the lines, by staying within industry margins.
But it’s not too late to change if you’re brave enough to be bold.
Even Nielsen knows that.
Doug is a former Major Market award winning Program Director of the Year. He was VP of Programming for one of the first large consolidated radio companies before leaving to open his consultancy. He works with most of the largest media companies in the world but, uniquely, he consults every adult format, including News/Talk, where his stations have won the distinguished Edward R. Murrow Award for excellence in journalism. Doug helped NOSTALGIE, an OLDIES-based station in Paris, become the fastest-growing radio station in French history. His American clients include one you can hear this week, MIX 92.9
Also uniquely, Doug limits his client list to 8 per year so that each gets virtually unlimited market access. Doug is a former missionary kid, has been married to his wife, Shannon, for 38 years, and has one adult son and a wheaten terrier dog, all of whom currently live in Denver.
You can learn more about Doug, his philosophy and his clients HERE.