Frost Advisory #465 – When Life Happens: Part One

Delta Airlines has launched a new campaign designed to entice former Medallion members to reclaim their prior status.

“When life puts your travel on hold”

Delta knows that some travelers are more valuable than others. Business travelers account for just over 10% percent of airlines’ passengers, but they are typically twice as profitable.

“We’re always looking for new ways to take care of our customers and that includes injecting even more empathy into travel … Loyalty goes both ways.”

Delta’s approach isn’t about utilizing mere gimmicks like free Yoo Hoo and jelly beans (which would likely appeal more to the low-cost traveler) but by connecting with empathy, a brand value that resonates with a more loyal customer.

BONUS OBSERVATION: Notice how communicating empathy–through story–connects emotionally even with those who don’t benefit directly.

Sometimes a big life change can impact your ability to travel. And when life happens, we want to be there…

Okay, what does this have to do with your station?

About half of your weekly cume is P1 (first preference or fans). They can contribute a disproportionate 80% of your average quarter horses. Not all listeners, and not all airline passengers, are created equal.

I work with a station where 11 of the top 20 heaviest listening panelists in PPM entered the panel within the last six months. That kind of churn emphasizes the importance of consistently cultivating tune in and loyalty with those most likely to embrace your station’s brand values.

On next week’s show I’ll share a perspective on how your station can help reclaim the status of former loyal listeners.

John Frost

About John Frost

John has been a successful major market DJ and PD for such companies as CBS, Gannett, Cap Cities, Westinghouse, Multimedia, and Sandusky and publishes the Frost Advisory.

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