How To Make Your Database a High Leverage Weapon

How To Make Your Database a High Leverage Weapon

by Tracy Johnson

Most radio stations have a database, but few know what to do with it. In our media world of shrinking budgets and increased pressure, actively managing one-to-one listener relationships often takes a back seat. But you can make your audience database a high leverage weapon to dominate the ratings battle.

Stations often tell me they have a database, then proudly announce how many listeners are in it. But they don’t know where, when or how most of them joined. Most of the time, they’ve never scrubbed the list to remove dead emails. And they can’t tell you how many are actively engaged with the station. But they know that top-line number.

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Are you using your database as a high leverage weapon? Here’s how to get the most from it

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That’s like bragging about how many likes you have on Facebook but never engaging with the audience! If you’re not actively communicating, it’s not a database. It’s just names on a list.

Your Database: a High Leverage Weapon

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