C’mon, admit it! Not every single element on your radio station is all that great. Some are, but some are only adequate. And some elements are down right turn-offs! Or as one program director confessed to me, “The best I can hope for is competent,” in referring to his station’s traffic reports.
I had the privilege of being shown around a place called The Hatch by my friend David Salyers who recently retired from a 37-year career in marketing at Chick-fil-A.
The Hatch is an entire building devoted to hatching innovation, with the walls covered with photos of some of Chick-fil-A’s best customers. What a contrast in priorities to our station walls adorned with gold records and photos of artists!
At The Hatch they study the “Points of Pain.” Those are the points that get in the way of a great customer experience. It could be waiting in line, a menu that is difficult to read, or waiting for an order. Anything that detracts from the Chick-fil-A experience they study and work to diminish or illuminate. Their mobile app that allows ordering ahead for table service was being developed when we were there.
What are the points of pain for your listeners? Maybe you should think about it, particularly if new competition is coming to town!
Is it the songs you play that your listeners don’t love or don’t know?
Is it a deejay that blabbers on about things your listener isn’t interested in?
Is it lengthy spot breaks, endorsements, or fundraisers that irritate? Is it promotions that are unremarkable, or communicated like you’re handing out homework? (Clever reference to homework courtesy of my friend Sarah Taylor).
If we took a lesson from Chick-fil-A, perhaps we’d not only eat mor chikin’, but we’d have more listeners.
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