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THINK BIG. BEFORE YOU CONTEMPLATE CHANGES THAT MAY AFFECT YOUR CONTENT

THINK BIGApril 19, 2014

Brand Loyalty / Customer Relations / radio / Target Audience - By: Multibrand Media

Think Big. Before you contemplate changes that may affect your content, ask yourself a few simple and enlightening questions:

  • Why is change necessary?
  • How does the station’s history affect today’s expectations?
  • Does the audience have any attachment to the current content?
  • How does my coverage area affect my competitive ability to change?
  • What is my audience profile?
  • Does my music meet and exceed audience expectations and do I execute it perfectly?
  • What are the strengths and weaknesses of my presenters?
  • What result should my marketing plan create, and do I have the resources to execute that plan flawlessly?
  • How will my competitors react to my planned changes?
  • Where does the new content fit into the mix of already available radio products?
  • How will the new content alter my audience?
  • How do the changes fill an audience or advertiser need?
  • How large is the opportunity for the change? (Don’t do it if the opportunity is too narrow.)
  • Is there new and reliable research available that may confirm my plans or change my mind?
  • What is the experience level of the management team?
  • Is the management experience suitable to the challenge of change?
  • What will define a win, and how does it look and feel to my team, the advertisers and the audience?

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