A New Way For GM's To Focus On Their Product

by Danny C Fletcher

As the world turns today managers are faced with major cutbacks, of course the first to go is the promotions budget (which is contrary to what we have our sales people recommending to the clients?)  Then the consultant budget, the person who has an outside perspective, has the been there done that advice, the experts who zero in and drill down on what you the manager and owner can?t see. Two important areas, if you?re asking sales folks to go sell it. I?m just saying. Of course we smaller market broadcasters have never had the luxury of either, so here?s how we all focus on our product. 

In order to get a real time opinion and feel from your targeted core listener you must go where they frequent and casually survey potential listeners anonymously. What you?re hoping to get is a feel for what your station?s EPIM is (Equity Position in Market Place) relative to your competition. When listeners have a ?want? for your format, do they think of you first? Do it causally, anonymously and no family or friends comments count. Seek and scout out venues where your core profile listener frequents and interact with them by asking questions. If you want to control a conversation. Ask open ended questions and listen!

In your casual interviews ask: When you do decide to turn on the radio what station do you go to first? Ask that way because the majority of the answers will be I don?t listen to radio that often; although we know better. Ask, what has them listening to that particular station? When do you listen most? Where do you listen (home, car, internet?) As far as News, Talk and Sports Stations same thing only different questions. Ask: Where do the get their news, traffic reports and weather during a crisis or weather event? Where do they turn for timely accurate information?

LAW?. Do not knee jerk at every negative comment. You have to be thick skinned!!

Ok so you do something like this already. Is it with laser like FOCUS?  See what happens when you ask my way, with questions causally. You aggressively go for input and get quality and quantity surveys. It?s about communication so seek out the specific demographic and social graphic listeners for your format then there is a good chance they listen to you or a competitor. Remember we are only information gathers, we study the responses and we question ourselves and our staff for any other verification of ?real issues? that need to be addressed.  

You can also send a survey out via any number of free or inexpensive platforms such as Survey Monkey to your data base. Ask your listeners and clients how your doing and how you can improve. If the same ugly negative comment keeps coming around from your super core demo, you should take a look at the issue ASAP. Some of the best broadcasters I know have forgotten that radio is all about the product you're delivering to your local market and that's all that matter.

Danny Fletcher is President of  Fletcher Media Performance Group Inc. and JDTV He can be reached email: Danny@dcfletcher.com or 985 991 6161

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