What Radio Can Learn From The Ford Motor Company

1-23-2012

Every year after visiting CES I come away even more impressed with The Ford Motor Company.
They hired current President and CEO Alan Mullaly in 2006 and they have continued to invigorate the car industry with their innovation and respect for the consumer. The Ford company always manages to create a ?buzz? at CES. For example this year they displayed their EVOS concept- a cloud connected vehicle that syncs the car to your office or home. So what lessons can radio take from the Ford Experience:

1) Fresh perspective is critical to success
Since Mullaly?s arrival they have benefited from his outside the car industry thinking(he came from Boeing). He didn?t approach the challenge by approaching everything from the status quo. They set a course that ultimately has caused others in the industry to follow. They have transformed from a car company to a technology company that happens to make cars. By transforming their own brand they?ve helped transform an entire industry. Radio managers sometimes need to step away from our inside the business thinking and take a fresh perspective on seizing opportunities.

2) Innovation encouragement makes a brand stand out.
Ford has made a habit of opening app development up to developers outside their company. By recognizing that open-source software is a collaborative community they?ve made their brand stand out in the pack. At CES 2012 Ford announced that ?Roximity?(a location aware daily deal notification service)was the winner of the Ford Sync App Developer Challenge. They showed Roximity?s smartphone app at the show as part of their display after announcing the contest in November.

The app provides real time deals and specials relevant to a users location. Ford?s goal is to forge an open collaborative bond with the wireless and consumer electronics industry as well as the app developer communities. Radio needs to find more ways to encourage innovation inside our buildings and beyond.

3) Let the consumers drive the experience.
By talking to their customers Ford is consistently able to get feedback that presents them with new opportunities to enhance their identity. I would venture a good guess the new Ford Energi which will go up against the Prius is an idea born out of customer feedback. Ford knows the importance of the customer experience and how it needs to stack up with customer expectation. By staying in sync with the listener experience radio can build upon it?s connection with a local market.

4) Capture a ?buzz? from something already hot in technology
Apple lead the way with ?Siri? the voice command system for the IPhone 4S and Ford has taken voice commands to the next level for their Sync Applink system. Ford drivers can fire up their own radio station thru the use of voice control to create the ultimate listening experience. By staying connected to what?s hot radio can be a greater top of mind medium.

5) Everybody on the team is on the bus and a brand ambassador
The Ford team that I experienced at CES has complete and passionate buy-in. From set-up crew to key engineers and designers to PR crew everyone acts as a Ford Brand Ambassador. Does your team at your radio station feel like it can be your best brand ambassador on the street?

Buzz Knight is the Vice President of Program Development for Greater Media and he can be reached at bknight@greatermediaboston.com. Knight was named among ?Best Programmers? by Radio Ink Magazine in 2007 and 2010. He has served on the programming subcommittee of the National Association of Broadcasters(NAB) and is currently a member of the Arbitron Radio Advisory Council and the National Association of Broadcasters (NAB) COLRAM Committee.

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Rock & Roll is Alive And Well in The Motor City

P.D. Brent Alberts helps revive the rock ratings in Detroit. When Alberts arrived at Greater Media's WCSX in June 2010, the station had  been the Classic Rock Station of record in Detroit for 23 years, yet they were ranked #9 25-54 adults in the May 2010 PPM. After making sure the product was well targeted, clutter at a minimum, and the station totally reimaged, Alberts challenged the staff to step it up, do great content and play a lot of music. July and August 2010 WCSX moved to #4 25-54 adults and in September and October #3. Alberts says "I am very blessed to have a staff of Detroit veterans who have all spent 30+ years in Detroit Rock radio on the air."

The climb back to ratings success did not stop there however. In November 2011 WCSX tied sister station WRIF for #2 (25-54 adults). Alberts says, "in the last half of 2010 we did this with no marketing, cash or major prizes. It was 100% programming that carried us through. In February 2011 we brought back our Gold Standard, Workforce Payroll, and backed it up with a great outdoor campaign (see right) for spring that featured Classic Cars and our Classic Jocks with the theme ?Made in Detroit?. For 16 weeks in a row, March through June 2011 WCSX was a solid #2 25-54 adults. This was a first for WCSX in decades."

Alberts says his secret to success is to live by the golden rule. "If you treat people the way you want to be treated, respect will be organic, and if your team respects you, they will move mountains for you. I have always felt most of us in radio want to be recognized for our contributions, doing that for your team goes a long way." 

Alberts says I think every radio station?s sound reflects the personality of the Program Director. In reality today?s program directors are Brand  Managers. It?s the PD?s job to make sure everything to do with the brand, music, promotions, marketing, imaging, personality content and  connecting with our listeners on the air, in person and through social media is consistent with image of your brand. Connecting with our  listeners is job one." Vice President for Program Development for Greater Media Buzz Knight says "Brent is a fantastic student of great radio who constantly pays attention to the details that matter."

Alberts says a  successful Program Director today is one that listens to their product regularly and truly cares about and understands the audience. "One that believes in daily communication with the airstaff, setting expectations, listening to their ideas, involving them in the creative process, and compliment more than critique are all assets of a good programmer."

Alberts says one of the many people he admires is Fred Jacobs. Jacobs says about Alberts. "Brent's a pro's pro - a true blue radio guy. He believes in the power of the team and treats everyone the same. Brent stays in the pocket - he doesn't let the highs get to him, nor does he allow the lows to consume him. When I think about someone I want in the trenches with me, I think of Brent Alberts."

"After 43 years in radio (first full time job at 15 in 1968) I?ve had the pleasure of working with many great broadcasters, and feel very  blessed to be where I am today, working for the best company in broadcasting. This was quite unexpected, but it?s very much an honor to  be recognized by my peers."

Reach out and congratulate Alberts at balberts@greatermediadetroit.com

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