Creating Need

The art of marketing

I'm as far from being an early adopter as one can be.

I haven't bought an iPad, and won't in the foreseeable future.

Research shows that only 13% of iPad buyers bought the device instead of buying a PC. In other words, it was a luxury purchase, something they wanted, not something they needed.

But then the findings get really interesting...

Within a few months of its release, iPad owners were 44% more likely to watch YouTube videos, 50% more likely to watch movies on it, 60% more likely to watch TV shows, and 38% more likely to be reading an e-book.

Apparently, once iPad owners use the device and see what it does so well, it begins to replace other devices -- like their notebook computer, their DVD player, even their TV.

At that point, it becomes a need. It serves a vital purpose. It makes an activity you enjoy better, so much better, you can't imagine doing the activity without the iPad.

Steve Jobs created something you wanted for its beauty and its coolness, and then gradually taught you it was something you needed to make the best use of your ever more limited time, and insatiable desire to consume content.

Your station can learn from this.

If you run a music station, the overwhelming majority of your daily listeners come to you for music. It's something they want, and your station provides it consistently enough to have become reliable.

But until you create a need for your station, you'll never be as dominant as you could be.

And the painful truth is, no one needs radio for music anymore. Okay, maybe not "no one" but certainly not many. From iPods to Pandora, there are lots of options, where listeners have more choice and a lot fewer commercials.

So your station has to make a daily activity better than it would be without it.

Your station has to serve a vital purpose.

Does it?

What vital purpose does your station serve?

If it doesn't somehow involve talent, I can't wait to hear what it is...