Marketing Radio To Women: Opportunity Abounds
Though those of us outside of the industry may get the sense that traditional radio may be facing its biggest threat in satellite radio, industry insiders told me otherwise at this past week’s Radio and Records Conference in Cleveland. As moderator for a panel about marketing to women (surprise!), I got the chance to hear from program and music directors across the country. What they told me is that they’ve got plenty of passionate female listeners already, but they realize there is a lot more potential for connecting with them and keeping them loyal in a sea of competing media channels.
Not so surprisingly, I guess - the areas where radio program directors can do better are those that most other industries can improve upon as well, and they include:
1) Better development and use of their web sites and email databases as tools for creating more personal connections. Web site updates may not immediately cause great upticks in sales for sponsoring advertisers or increase a station’s various important listener stats, but it provides great added value. Better serving your listeners is a huge step toward generating real connection with women, who will tell other women over time, and - it reflects a true commitment to your women’s market.
2) Speaking of email databases, most stations are not really inviting or utilizing listener input/feedback that well, let alone getting to the point of ACKNOWLEDGING it. Here’s one idea I threw out during the panel: what about noticing that lots of listeners comment when you play a certain band or hold a particular event? How hard would it be to let them know, as long as it is based in fact and not just a marketing ploy: “We play more John Mayer because you asked for it last month,” or “We plan to do a lot more wine club events across the listening area in the future, because you have told us you love them.” The acknowledgement part closes the circle of interaction with listeners, but it is a step that is often neglected. One more example: I came across a radio station’s site with this poll question posted: “what would you do with a free hour?” There were about five answer choices, but the most selected one was “get a manicure or pedicure.” Whereas most stations likely just use such polls for the appearance of “interactive content” – imagine how making the connection, and offering free manicures next month because of the feedback you got via that poll, would blow women away?
When you aren’t trying to serve all women everywhere, but are really focusing in on the lives/interests/desires of your particular customers/listeners – it is much easier to develop relevant site content and put email databases to work.
To keep women listening, you’ve got to make sure they feel heard. Lend them an ear…
