Getting Up For The Downstroke

Adjusting For The Future Means Lifting The Down Cycle

As we begin to wind down a tumultuous year, we will look back on 2008 as one that many of us will be glad to see pass. We're looking forward to a new year, with a new president and a chance to "get up for the downstroke."

For those of us in radio who are directly affected by ratings, it may be hard to get up when you're down. But we all have to do it. It's more important to realize why you succeed than it is just to succeed. if you can't learn from your down books and any mistakes you made or at least analyze situations, then you are limiting yourself. Changing trends within a market may be one of the reasons for the "downstroke." But as much as we'd all like to have an "upstroke, if it was pure dumb luck, that might even be less beneficial than a down book that points you in the wrong direction.

Long-Term Game Plans & Anticipation

We often marvel at Japanese success stories and strategies. Many of them are based on long-term planning. We tell ourselves over and over that we should create long-term game plans once we get through this next quarter. As soon as we're into the next quarter, we tell ourselves, we really should make long-term game plans once we get through thE next quarter...

Since we're so resistant to long-term planning, maybe we should think short term and look at some principles that can be applied immediately to increase market share. I have found that, for the most part, anticipation is the key to success. In keeping with that "anticipation thinking," here are three trends that will be prevalent in 2009 -- Age wave, smarter people and advanced technology.

The age wave is another way to describe demography, or the movement of populations. The new age teens and young adults in the 18-24 demos are inheriting an ecologically fragile world. But they don't care. They're cautiously optimistic about their future. They have their own music and, despite the economy, some of them still have some disposable income. And they have time. To appeal to them, we have to make them feel unique. Give them something to party to. Don't play too much of their parents' music.

The Generation Jones or "retro-boomers" may be stuck in the '70s and '80s, but they still want to stay in touch with what's new. To appeal to them, we have to base our new music against a solid field of tested gold and recurrents. Unfortunately, much of the marketing that is aimed at the younger demos is more pandering that targeting. This is not what they want -- not what they can relate to. They want to be addressed as individuals, not as cultural icons. The basic precept for targeting any audience is to speak to them directly. Find out what they like and don't like and then be sensitive to those issues.

People are smarter and technology is smarter. As a rule of thumb, overestimate the intelligence of your audience, but underestimate their awareness of your product. This decade has been one of adjustment. The '90s kicked off a technology boom that will continue through the remainder of this decade. This boom has shifted the ground we stand on. Many of its effects are being felt for the first time. Our industry, whose immediacy has always been a promoted benefit, has been slow to adjust to recent shifts. As a result, many stations are seeing shares erode.

One of the reasons for this erosion is that the contemporary Urban market, like any market, has proven to be cyclical. Some feel Urban radio is simply in the declining phase of the cycle and, given time, will take the upswing once again. This may be true. However, given the conditions we face today, future Urban success will require renewed understanding of the audience and greater skill executing the format.

Going forward we have to recognize that we live in an over communicated world. The only way to operate in this kind of world is to oversimplify. You have to have a very sharp point on your message if you're going to get into the minds of your listeners and potential listeners. We have to recognize that all marketing wars take place in the minds of our listeners. It's not so much a question of having a better "musical mousetrap" as it is having a better perception. Some say there is no reality ... only perception. A station should never take its identity for granted. To get the credit your station deserves, its name and position must be aggressively promoted.

Ready, Fire, Aim

Unfortunately, too many of us still follow this principle. For some reason we are always in a hurry to take action, even if it isn't well thought out. It's as if action leading to miserable results is somehow better than no action at all.

To avoid this and get a handle on things in the coming year, build research into the strategy. Then, build a better gun sight. Devise a strategy once you've done the research and keep track of the changes. Determine what's working and what's not. Fix problems before they blow up on you. Too many programmers use research just to make decisions, but don't use it to learn. By writing a strategic plan and following the impact of the research, we learn. We grow.

Someone once asked me if I thought Urban radio's demographics and psychographics were so unique that we must position ourselves differently from mainstream stations - some of which are often in the same building. The answer is very few of today's listeners are exclusive listeners to only one station or one format. In order to attract and appeal to those listeners, the music and its presentation must be somewhat similar to other formats.

Just because some listeners enjoy Urban music as much as, or more than, any other form of music, they are not uniquely different from other listeners. The can still enjoy ice cream flavors other than vanilla, strawberry or chocolate. They can own a sports car or SUV instead of a pick-up or used car. They can be college educated. They can hold an executive position in a major corporation and they can have a six-figure income and take vacation trips to Europe, the Caribbean or South Africa.

Now we want to answer the question about Urban radio's so-called "Bradley effect." In other words, are there some "closet Urban listeners," and are they a heavy percentage of our overall audience? The answer is yes, but due only to the fact that the stations they listen to are positioning themselves in a manner that forces the listener not to be comfortable with or proud of the station or the association.

It is only human nature that we all want to be considered "with it" and project a contemporary image, but it is very difficult to do when your favorite station positions itself as a dinosaur.

Positioning And Emotional Bonding

Speaking of positioning, for those who really want to get up for the down stroke in the coming months, it's important to create some type of strong emotional bonding with the listeners. I'm convinced that Urban formats have the greatest potential to garner that relationship because the Urban listener is so loyal.

Couple that loyalty with a left flank attack and strong personalities. Remember the lack of personality in any format is eventually going to lead to an erosion of total listening audience. Personality can mean the entire station, not just the air personalities. It's important that you make sure the station is perceived not only as the one for music and entertainment, but also as the station that's always on top of what's going on in the local marketplace as well as the national music and artist arenas. The station should always have a cause it's pursuing.

The higher profile station needs to remember the Urban listeners not only want to have fun but always want to help someone or feel good about hearing the station help someone.

Service Is King

Tell your audience you care. Then show them. Don't just shrug off the fact that your callers often get a busy signal - fix it. There's an enormous amount of digital technology available to alleviate problems and provide services. Put a computer console at the receptionist's desk so listeners can call to get song titles, concert information or weather updates. Don't just assume everyone will automatically go to your web site. Some will, but for those who can't or don't want to, make the service available.

The audience you're competing for wants more than "music by the pound." They need a snapshot of what's hot in a variety of areas, include events, concerts and news about the things and people they care about. Better packaging, more effective communicators, less hype, less repetition and more music variety are requirements.

To increase your audience share, especially in the Arbitron PPM markets, you have to focus on the benefits, whether in a syndicated morning show or a live local one. Always play to your strengths. Create the difference in the listener's mind. Liner statements such as "you asked for eight-in-a-row, so here it is" or "you said you were tied of busy signals so we've installed 20 new lines." This makes the listener feel important. It engenders that rare phenomenon - loyalty.

Put The Fun Back

Finally, in these tough times, many managers assume it's necessary to take the fun out of business so people will know how serious the problems are. What often happens instead is the creative people leave. The business loses its edge and disaster follows.

The key is to try to foster a fun environment. I know that sounds ridiculous with all the changes that are taking place with layoffs, downsizing and cluster mentalities. But it can be done. Encourage creativity. For example, your station might want to offer $100 a month for the best, usable, off-the-wall idea from a staffer. Another way to keep the fun flowing is to catch yourself when you say or hear "the bottom line is," and stop. Focus instead on fun and your employees will want to join in.

Remember we are in a creative business and creative people don't function well in a hostile environment. Try to create an atmosphere where creative people can feel good about their gigs and have some fun. Especially in these tough times, that kind of thinking will go a long way. Then, everybody will want to "get up for the downstroke."

Word!