Media companies should know a little something about branding. After all, they sell advertising space to marketers who put forth their best promotional efforts to increase sales. But a blog post at JacobsMedia by Fred Jacobs, suggests that radio stations, in particular, need to examine what they’re doing and shift strategies to maximize the value of their brands.

Radio stations have long relied on gimmicks like contests to get consumers to listen to their offerings. But Jacobs suspected there could be a better way for radio stations to engage listeners.   And recent survey results proved him right. Consumers say they would most like to have the following opportunities with respect to their radio stations:

  • Participating in a station advisory board.
  • Participating in the charity/community events sponsored by the station.

The theme of participation is a familiar one. As many marketers have discovered, today’s consumers don’t want to be marketed to. They’re seeking a two-way communication channel and they want input and influence over how products and services are designed and delivered.

Jacobs writes to station owners,  “for true fans, the ability to be able to have “moments” with the station and the airstaff is priceless.”  He encourages executives to think about how they can build affinity for their brand among their listeners.

Stations that move away from the constant  hawking of free tickets and into a meaningful relationship with their audience will build loyalty. As loyalty increases, they’ll also attract more marketing dollars and improve profitability.

[Source: Are You Experienced? JacobsBlog. Jacobs Media. June 2011. Web. 6 Jul. 2011]