by Tracy Johnson
I’ve been saying it for awhile now, and it’s time to say it again. Air personalities are the future of radio. And it’s high time to make them the face of your brand.
In the past, radio was able to compete for four main positions in the lives of an audience:
That’s changed, and you know it. Radio is fast losing the position of being the “go to” media for music.
Information is transmitted in seconds via mobile devices. By the time it’s on the radio, alerts and notifications have popped up on phones.
And promotion is more challenging than ever in a world. How can radio out-promote a $1 billion lottery prize?
Those things still have a place on commercial radio. I’m just making the case that we can no longer win the position.
But there’s one advantage that will sustain into the future: Personality. And that’s where brands should invest.
Establishing talent as the face of the brand is risky, and probably scares you.
First, they must be truly strong personalities that command an audience’s attention. Promoting average talent or DJs that don’t move the needle won’t get you anywhere.
If you don’t have high profile talent, we should talk. You probably need a talent coach.
So let’s assume you have a great personality, but are still reluctant to invest in talent. After all, what if they leave at the end of their contract? What would happen if a superstar talent takes the audience across the street? And isn’t it a disadvantage when negotiating that next contract?
Those are considerations, for sure. But that doesn’t stop the Patriots from promoting Tom Brady, the Angels Mike Trout or a movie studio promoting Tom Hanks. They’re stars, and they attract audiences.
Building a brand on talent is more opportunity than risk.
Here are 5 ways to build a radio station by making personalities the face of the brand.
Stations that promote personalities connect with audiences more than those that promote “More Music Workdays”.
The bottom line is radio needs stars on the radio. Broadcasters should not be afraid of them. Find them, nurture them, embrace them and promote them. It’s the one resource that can drive our future.
Let us help build a personality show for your station. We specialize in developing on-air superstars. For more information check out the talent coaching and consulting services here.
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