The Christmas season brings our format’s greatest opportunity to welcome new listeners. While this may seem a no-brainer, it is not something to be taken for granted.
No other format has the opportunity to eliminate its biggest barrier for growth (that it plays unfamiliar music for new folks) while also doubling down on the core “why” of the format – that God became man and changed history (even for unbelievers).
So, how does a first time listener become fan? More specifically how does someone that doesn’t know Big Daddy Weave from Bo Diddley become a fan of your station?
It’s called assimilation. It is the most important metric for measuring growth.
I have an idea! Let’s study those that do it well.
Chick-fil-A has an 82% loyalty rate with their customers according to Ubeats.com. Disney has a 70% return rate on first time visitors.
“Walt viewed his theme parks almost as ‘factories’ that produced delight and entertainment.”
Gregory Ciotti “How Disney Creates Magical Experiences.”
So, how does your station help new listeners feel welcome?
I hear that a church in Alabama that gives first times guests a Starbucks card and a handwritten note from the pastor.
My church places signs along the road that say, “We’ve saved you a seat,” or “We’re so glad you’re here.”
First time visitors to Target Field in Minneapolis are greeted on the scoreboard and given buttons to wear so the staff can welcome them.
My dentist calls each of his new patients just to find out how they are doing. (Now I have his cell phone number and can call him to talk about dental floss anytime I get the hankerin’).
My friend Brant Hansen has created an online/on air “Guide for New Listeners,” including stuff like…
“Everyone is welcome. That means everybody. Democrat, Republican, Tea Party-people, atheist, agnostic, Protestant, Catholic, young, old, hip, not-hip, married, single, divorced, pro-choice, pro-life, white/black/Hispanic/Pacific Islander/whatever, artists, jocks, loners, depressed, Joel Osteen fans, John Piper fans, tall, short, thin, thick… freaks of all kinds: You are welcome here.”
It’s simple. Your station will not grow without attracting new listeners.
Now that people have tuned to your station for Christmas music perhaps you should invite them to stay.
