Your radio station needs more fans. Sure, it would be nice to have a larger audience base overall. But really, there are enough current listeners in most station’s audience to drive significantly higher share if we can just activate them and turn them into loyal, devoted followers of the brand. A good tool for that could be create a station book club led by high profile personalities.
On the surface, this doesn’t sound that exciting. But peel back the layers in this idea and you’ll discover that this concept is a terrific way to create a deeper relationship with current listeners and activate them around your brand. It’s a great example of winning fans, not just trying to recruit P1s. This is important because fans are not nearly as transient as P1 listeners. Fans are in it for the long haul.