Question

Topic: Advertising/PR

Marketing Of An Online Radio Station

Posted by Anonymous on 1/31/2013 at 3:01 PM ET 25 Points
My company recently launched an online radio station and appointed me as Head of Media. My problem is that I'm not quite sure how to do the marketing and establish us a household name. We're a business station so I know who my target market are but how do I approach them, get them interested and ensure that they stay interested?We planning a roadshow soon as well as broadcasting live from events for free. What else can I do? Working on my year plan right now and my brain's completely blank, I really need help
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  • Posted by Moriarty on 1/31/2013 at 3:19 PM Accepted
    You're on air, what do your customers think? What reaction have you had besides a flood of spam from folk selling fake rolexes?

    Let's fill in a few blanks. What do your audience expect from you that they can't get from Bloomberg? Because that's who you're up against, and you don't have that sort of money behind you.

    Let's have you define what you can provide for your best customers (not just any Tom Dick or Harriet - or Olga or Dimitri the Spam Ninja) what they like about your shows - and what they are going to get from your shows that they literally can't get *anywhere* else?

    How would you compete with the Tyler Durdens of this world? Sure they don't do radio, they do syndicate video broadcasts.

    What I am saying is that information is cheap and easy to come by. How can you provide real intelligence in a world already mindlessly screaming at the top of their voices so that they can be heard?

    What are you going to do when someone opens their radio station copying your style to the letter from a back office in Harmondsworth SE 18?

    M xx
  • Posted on 1/31/2013 at 8:58 PM Accepted
    What is the goal? How will you know when you're successful? What is the lifetime value of a target audience listener? How much should you be willing to spend to attract a new listener?

    To a large degree, the marketing approach will depend on (a) exactly who the target audience is, and (b) the value of a new listener in your target audience (and therefore what you would be willing to spend to acquire that listener).

    Help us with those pieces of information, and we can come up with some solid marketing approaches. Be very specific about your target audience: Where? What industries? What level? What types of businesses? Etc.
  • Posted on 2/1/2013 at 1:58 AM Author
    We specialize in quality management and our target market for now are every business in South Africa, regardless of the size. We do have some international clients as well. We are the best in this particular field, have the awards to prove it :) We have a vast database of important companies but I'd like to make it accessible to everyone. Our goal is to create wealth in South Africa, distribute our "knowledge" and keep people interested.We do have a way to monitor our listener ship and monitor our growth but I don't want it to be a fly-by-night like so many others, I really want to make a difference but it feels like my ideas are just not up to standard. I don't have a media/marketing background and have only been here for 3 months but there's not enough time to find my feet at my own leisure.
  • Posted by Moriarty on 2/1/2013 at 3:39 AM Accepted
    Well, backing up Mr Goodman's advice, I want you to do something. What's more you are in the fortunate position of having the data in front of you.

    In short, you have listeners.

    They are your key to marketing. They will tell you who your target audience is - how do you know this? You can ask them. When they come to your site in the morning, there's a questionnaire on the website that they can participate in. There are a dozen other ways, this is the easiest.

    You also have awards, get in touch with the folk who gave them and ask what they thought about you.

    All of this will give you an idea of how others see your business.

    You can ask people at your local coffee shop what they want from a business radio station. Perhaps it's only 10 minutes in the morning to get the stock prices? Do you do traffic information for the Witwatersrand so that people don't have to tune away from you when they're leaving for work?

    Don't worry that your ideas aren't up to standard, ideas aren't the issue here. Your focus needs to be on what your audience want. They don't want choice as such, they want what they have in mind. Your problem is that customers have different wants. Focus on that and half your problems disappear, and great ideas flood in.

    I hope this helps.

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