Positioning Of Radio in 2018
Jack Trout and Al Reis all taught us so much about “Positioning.”
In the world of brands we all have mental ladders. When I say “toothpaste” how many can you name?
Crest, Colgate, uh… maybe you get to Pepsodent. I’ll bet you didn’t get to Gleem!
Ok let’s do Fast Food Pizza brands go! Pizza Hut, Dominos, Little Ceasars, Papa Johns, and because I came up with Papa John’s I can tack on Papa Murphy’s. That’s only five. Imagine what happens to the local places in the Pizza wars.
If your fortunate enough to operate the only rock station, or only chr station, or only country station then good for you.
If you operate the only rock station … you can be Rock 109 and that’s a good place.
You do realize that when someone picks a fight with you they are going to pick a narrower-lane. You might get a New Rock station or Classic Rocker as a competitor. They might reposition you as wimpy and utilize the slogan “Classic Rock That Really Rocks.”
Your competitor is “#1 For New Country.” Ok we know what lane they think is the most valuable. Do they hammer it? Do the own it in the minds of the folks in the marketplace?
Then there are the positioners that don’t mean as much anyway. “Hot Country 101.” Well the word “Hot” is a tofu word that you better apply some valuable attributes and meaning to!
Music quantity isn’t as strong an attribute as it used to be. I can tell you that radio listeners today think we all lie and that every radio station says they play the “most” country, rock, hit music, Hip & Hop, Old Skool and R&B.
There are some meaningful ways to make music quantity an important wedge you can use against a competitor, but you better be able to truthfully demonstrate it. Otherwise just putting a t-shirt that says “I’m Skinny” on a fat man isn’t going to work.
Music quality. If two stations are fighting with one as “Big Townville’s Best Music” and the competitor is “Your Hit Music Leader.” Both are wasting a lot of valuable time saying “blah blah blah.” Because that’s what the listeners are really hearing!
Radio stations that are truly positioned well will assault the market in several ways. First, they will say their position over and over and never stop. They will find clever ways to reinforce the position other than just saying it a lot. They will collaterally support it with visuals. (Print, Web, TV, Billboards, Direct Mail etc) They might even do a promotion around the positioner to poke you in the eyes and ears to make it even more memorable.
Hint, sometimes the best position isn’t as sexy or clean as you might want it to be. It has to be right. There is nothing wrong with a screwdriver but if your trying to drive a nail you’ll be better off with a hammer.
Then there is knowing what’s right but poorly executing it.
Ever try to cut a birthday cake with a 2 by 4 piece of wood?
You crush a lot of cake and it doesn’t cut that well. You motion is correct but the tool is blunt.
A knife is needed.
Is your positioning right?
Let me help you. My positioner is I am The UnConsultant.
I think most consultants want your money more than rolling up their sleeves to figure out the exact custom solution to your radio stations challenges. Consultants tell you how they did it in Denver, Seattle, or Miami. I don’t’ give a rip. How are we going to get it done here in your market?
I reinforce my positioner with “I Build Successful Radio Brands.”
Lastly, in my arsenal of skills I coach air talent, develop promotions, analyze Nielsen and help develop overall plans and oversee their execution for ratings growth, but my #1 skill is I am “The World’s Leading Authority On Music Scheduling.” Arrogantly I can state that I am. It took 30 plus years but I know more about it than anyone. I’ve studied it. Taught it. By the way when you teach something you get really good at it!
Is your positioning right? Is your music right? (oh Lord, Is your music position right?)
If you don’t know you can find out from someone who does.
Call Keith Hill 252-453-8888
Get Your Music Right.