Question

Topic: Research/Metrics

Loyalty

Posted by Anonymous on 6/8/2005 at 8:49 PM ET 125 Points
I work for a new radio station and we are having a hard time pursuding local businesses to give us some of their maketing dollars. The objection I get most often is loyalty to the old radio station that has been in the market for over 60 years. Does anyone have any quick tips on how to get clients to look our way? We are doing top notch stuff in the commercials and on air side. In fact the older station has mimicked our contests, our sounds, our features, and most of the music we started with.
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  • Posted by telemoxie on 6/8/2005 at 10:53 PM Member
    Let me see if I can understand your question. Your competitor has been in business for 60 years, building a reputation, selling local businesses on the concept of radio, and you ask us to suggest a way you can call on their established clients and take their business quickly?

    Sorry, in the race to find new clients, I'm the tortoise, not the hare. That very firmly places me in the minority of "marketing" companies - many of whom promise immediate miracles - but it may qualify me to offer some perspectives on your question.

    Are you committed to your market in the long term? Have you considered an approach to plow new ground, to seek new companies who might be sold on the benefits of Radio advertising?

    Rather than focusing on "persuading local businesses to give you dollars" - what would happen if you focused more of your efforts on helping your current customers get more value from their advertising investment with your company?

    The title of your question is "Loyalty". Yes, loyalty exists - it is a powerful motivator among the owners of small businesses. If I were in your shoes, I would try to convince your boss that is is more important for you to focus your efforts on building loyalty in your slowly growing family of advertisers (by providing excellent service) rather than to focus your efforts on distroying the loyalty your competitor has built over sixty years of service to their customers.
  • Posted by Deremiah *CPE on 6/9/2005 at 3:41 AM Accepted
    Hi Ryan,

    the obvious question to your problem is "have you identified some real genuine needs that your customer has"? and if so then you have begun to open the door on taking new ground from customers who appear to be committed to the old establishment.

    Next can you prove that you have a substantial audience that listens to your new radio station that far exceeds the other in comparison?

    Would love to help you more but by answering these questions you will make it easier for me to help you further. Is there anything else I can do for you? I love making my customers happier.

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted on 6/9/2005 at 12:24 PM Author
    Our format is CHR POP and during the daytime we add more re currents that fit to make it HOT AC. I think it sounds CHR POP all day myself. Our Program Director says we spin songs in a rotation of 6X a day. That's same song 4 hours apart. Which is lighter than other CHR stations like CHUM FM in T.O. or KISS FM in LA who rotate same songs 2 hours apart.
    Our taget demo is adults 18-49 primary target is female 25-44. Take a look at our site for more info www.q104fm.ca
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