Thursday, October 15, 2009
What’s Up With Your Loyal Listener E-Mail? Loyd Ford
The Original Station E-Mail
LISTEN TO (STATION NAME WITHDRAWN TO PROTECT THE GUILTY) TO WIN TICKETS TO SEE (ARTIST PROTECTED)!!!!!!
GO BY OUR SPONSOR AT (CAR DEALER NAME PROTECTED) AND GET IN THE DRAWING FOR A FREE PAIR OF TICKETS WHEN YOU TEST DRIVE A NEW CAR!
DON’T FORGET TO LISTEN TO (MORNING SHOW NAME PROTECTED) TOMORROW MORNING! STOP BY AND SEE US THIS WEEKEND AT (NAME OF BUSINESS PROTECTED).
What is that term they use to describe something similar to this kind of behavior. Buzz driving is drunk driving. That’s because when you are buzzed, you can’t really make a good decision about being intoxicated.
A lot of PDs and marketing directors might think: If it’s not on the air, it might not matter as much. But your image and how people feel about you IS important.
This isn’t busy work. This is all about how you are perceived by listeners. Maybe a fresh look is needed at how we put together listener e-mails. Maybe we should look at them like the listeners do. Perhaps even a listener e-mail should be all about listener experience first and what you might want from them second. Or you might consider writing e-mail all about the listener experience in a way that makes them want to spend more time with you.
Back to our listener.
What’s in it for them?
Do they want to see (ARTIST PROTECTED)? If you wanted to see them, you wouldn’t want to have to work so hard, would you?
AND NOW THE ALTERED E-MAIL TO A LOYAL LISTENER (with *editoral comments).
YOUR FREE (ARTIST) TICKETS FOR (DATE OF CONCERT)
(STATION) knows that a lot of your friends want to go see (ARTIST) in concert. Maybe you want to see the show? What if you could go for FREE? Even better – right? Listen for your name tomorrow morning at 7:10, 10:10 and tomorrow afternoon at 2:10 and 4:10 to win free tickets. Free tickets last all this week and next week. How about that? Increase your opportunity to win by e-mailing your name and the times you will be listening most to see(artist)firstname.lastname@example.org.
*Notice the appointments. Easy for them. If they are interested, you’ve just made it seem simple to win.
HOW ABOUT EXTRA TICKETS FOR YOUR FRIENDS?
Is there another way to win additional tickets for your friends? Why, yes. Go by (DEALER) and test drive a new car. You’ll be in the big drawing for extra (Artist) tickets! Make sure you lock every button on the car radio you test drive to (Station). Send this e-mail to your friends and they can take the test drive! That increases the chance to win tickets, doesn’t it?
*Everyone likes to be a hero to their friends. Besides, how would you like to have your e-mail and contesting spread? I thought so.
(STATION) IS ON THE MOVE THIS WEEKEND If you’re out and about this weekend, stop by (business/remote location) and we will share behind the scenes secrets about the (artist) tour with you. Plus, you know we will have prizes, including (prize), (prize) and (prize) to give away to listeners on-site only!
*Include something they might want. Put a little show in your invite. Listeners don’t really care about a car remote (or any other kind). Show biz it up! Give them reason to want to put in effort.
A WINNING OPPORTUNITY JUST BECAUSE WE E-MAILED YOU TODAY
We love our listeners at (Station). We want you to have an extra opportunity to win something fun for you just because we put something in your e-mail in-box. This time it’s free movie tickets. So, if you WANT, you can e-mail us back “I want those free movie tickets!” to email@example.com. We will select several winners and you won’t get spammed! After all, we are just trying to show some love and appreciation here! Thanks for listening to (Station)! Keep in mind these free tickets are not a drawing for all listeners and will never be on the air at (Station). This is about thanking you for being a part of our (Station) loyal listener club. So, your chances of winning are good. We appreciate our relationship with you and never want to spam you. At the same time, we want you to potentially be rewarded when we e-mail you!
*Ah, it’s good to make sure listeners know you get it. Letting them know you really care about bouncing in on their workday or their life in general. This shows you are considerate and it is something only those getting the e-mail even know about…not on air. It’s special….just like they are special.
We talk to our clients a lot about perception. Loyal listener databases should not be treated like wild meat. There are many steps you can take to manage your loyal listener database and there are ways
(such as the above example) you can reward and appreciate listener participation. That is the kind of work that pays off. Obviously, the above e-mail is an e-mail that was altered from something I actually received in my e-mail as a member of their loyal listener club. What other messages are you sending to listeners? Think about how they are received? Of course, you want to be important to listeners, but are you sending them important messages to them….or just from you?
Please don’t think that every radio station e-mail I receive is geared only toward the radio station’s needs or wants, but many are only focused on the station. We can change that to great results for our brands.
Ratings & Marketing Strategist
Americalist Media Marketing
Americalist Media Marketing has been helping stations boost ratings in all market sizes and a wide variety of formats since 1987. Loyd Ford programmed primarily country and adult contemporary stations along with overseeing the programming of almost all formats in different clusters in his programming career. Loyd has worked as the primary ratings strategist at Americalist for six years and has developed FastCUME Tactic™ for Holiday Music Stations as well as The Magnet Program™ for PPM. You can reach Loyd @ 877-475-6864 or Americalist1@aol.com.
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