Frost Advisory #719 – Lesson We Can Learn From, Believe It Or Not… Cracker Barrel

Do yourself a favor. Wander through your nearby Cracker Barrel store with the spirit of learning about how to better communicate your station’s attributes, benefits, and beliefs and values – the core elements of any radio station’s position in the marketplace.

This is what you’ll see.

You’ll see patriotism. American flags. Signs, clothing, and record albums that support American values.

You’ll see tee shirts that relate to being a grandparent. That’s called Identity.

This Cracker Barrel store had a display of soda drinks from days gone by. I wonder why.

Perhaps you’ve noticed that none of what I’ve shared has to do with attributes (eggs and bacon, grits, or hashbrowns), or benefits (your tummy will be nice and full).

EVERYTHING you see at the Cracker Barrel store is about beliefs and values.

Which are…

I’m an American. I’m a parent. I’m a grandparent. I want the best for my family.

What do want people to say when they visit Cracker Barrell? On my recent visit I took this photo.

Maybe I want them to say, “I remember those sodas!” (With all the nostalgic emotions that it conjures up).

That one question crystallizes the most important connection you have with your listeners.

When they listen to your radio station what do you want them to say?

*To be continued on an upcoming Frost Advisory.

John Frost

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

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