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So do we, as an industry, continue to allow people to say “Oh, Radio has died,” “No one listens to Radio anymore,” “Radio is so antiquated,” or do we finally fight back and show them the data of how ALIVE, KICKING, VIBRANT RADIO really STILL is?!?
If you work in sales, you may have heard someone suggest the “fake it ‘til you make it” approach to professional success. Some situations might call for this mindset, such as addressing a lack of confidence or continuing to smile and positively influence others when having a bad day. HOWEVER, “fake it ‘til you make it” can often times become counter-productive.
The IRS reports that U.S. residents received over $306 billion in tax refunds last year. In fact, 73% of tax returns processed yielded a refund. That means that nearly three-quarters of the taxpayers in your market will be walking around with an average of $2,797 in their pockets pretty soon. How do you reach them? RADIO!
A couple of years ago, I started studying Spanish. At that time, I started listening to the local Spanish radio station to help me learn a bit more of the language. One of my favorite songs was “Mi gente” (My people) as recorded by Marc Anthony.
The irony is that I am not exactly “mi gente.” In fact, I am so far out of the typical demographic for this station (falling outside of the station’s core audience both ethnically and age-wise), that, statistically speaking, I’m not even a blip on the Nielsen radar.
It is well-known that marketers look to the habits of the youngest consumers to anticipate future trends. In Country Radio, this means the development of rich social networking and mobile marketing strategies among younger listeners, who are driving its growth.
