A century and a half ago or more in the American west, droughts could come over the land that were so lengthy that lakes turned into deserts, booming riverfront bars became just more abandoned buildings in once bustling ghost towns, and the settlers…well, the settlers would become very superstitious. They’d do anything, pay anything, to bring them life-giving rain. Roving rainmakers, charlatans all, came out of the woodwork to provide relief and relieve the affected townspeople of their savings.
Even native American tribes had a long history of petitioning their gods for relief through the custom of the rain dance.
Unfortunately, neither rainmakers nor rain dances actually provided the desired meteorological outcome.
That’s why what you do when your brand experiences a drought is so important.
The broadcast pioneers of old knew how to deal with audience drought, and it had nothing to do with magic. Reversing down trending audience numbers is a matter of executing detailed analysis of available information and then using elbow grease to provide consumers with what they really want.
This article details everything that you should do, from the moment you receive ratings or brand information until the point that you act upon that knowledge.
In most countries, there is such detailed information about your audience that you should examine every piece of it because it WILL provide you with the answers you need to create or maintain a winning brand.
No radio, television or online executive has a blanket answer for how to analyze brand information, but we have a thumbnail sketch that has served our programming and sales consultants well for many decades of successful media operation: