Mass 2 One Media [eco]

Value of a Member

The value of building a database and having a relationship with members cannot be overstated. Permission-based, opt-in members are the basis of marketing success and clearly the most active part of your target group. Still, many operators continue to place most of their marketing emphasis on the "shotgun" approach, directing their incentives to the entire pool of possible respondents, irrespective of the likelihood of turning them into a loyal customer and ignorant to the likelihood those people will affect their real success.

For radio stations, this manifests in many ways, including offering prizes to all listeners separately from the prizes in the rewards program.

While the intention in this strategy is understandable, there are a couple of fundamental flaws here. 

First, there is no doubt that if a consumer can enjoy the benefits offered with or without becoming a  member of your database, they will choose not to join. If you could  get a free ticket on American Airlines without joining their Advantage program, the incentive to join is greatly lessened.  If membership has no privilege, why be a member?  American Express won't let me have any of their incentives unless I carry their credit card and use it!

Secondly, it's a fact that active members who are willing to join your loyalty club are many times more likely to participate in a ratings survey than those who don't.

If you're programming a radio station, ask yourself which is a better way to spend your budget:

A. Give every listener $1, or

B. Give each of your listeners who is carrying a people meter or filling out a diary $10.

If you chose A, we can't help you.  If you chose B,  wouldn't it follow that all of your offers would be directed to those who are willing to be a member of your club?

While each listener has a value, there are those who would never join your club, no matter the offer.  Do you think those people would even take a phone call from a ratings service, let alone carrying the meter or filling out a diary?  Really?

Use your assets to influence those that most influence on your success!  Focus!

More on Coupon Marketing

In the last few weeks, we've discussed the benefits of offering coupons in your [eco] marketplace, and the value of using your Free Store (Shopping) as a distribution vehicle for sampling and discount offers from partners.

This is from the current issue of Atlantic Monthly:

 

 

Communicate With Your Members

Many times, we lose sight that the reason members receive the newsletter is because they joined your club!  Newsletter content tends to drift further and further away from providing offers, benefits, and tips on engaging with member's accounts and increasing activity.

Wendy Duff is an outstanding Program Director, at AC CHYM-FM in Kitchener, Ontario.  She has just started a new feature that allows her audience an inside perspective on her Loyalty Club.  In the weekly CHYM member newsletter, Wendy answers questions from listeners.  

What a great way to:

• Enhance the interactive image.
• Provide access to the process.
• Create a specific reason to read the newsletter each week.

Wendy plans to answer questions about all aspects of CHYM, in addition to Rewards questions.   Check out her station's site at http://www.chymfm.com

Customers vs Members

Many of you already subscribe to marketing guru Seth Godin's blog, but in case you missed it, here's his entry from Monday morning:

Subscribe to Seth's blog at http://sethgodin.typepad.com/

 

How To Cause Your Database to Soar by Jeanette Graham

In the past week, an [eco] program that has been active since last Fall QUADRUPLED membership.  Yes,  in just ONE WEEK.  Who is it?  The answer near the end of this blog. What is important is WHY membership and activity exploded…HOW they did it...and how YOU can do it, too!

This radio station has a pretty heavy music footprint in the market.  They promote the artist of the week, and listeners can watch music videos, download songs, and view the playlist on the website.  But the real magic began with their “Battle of the Bands”, a local music discovery promotion.  Using the Survey tool in [eco], listeners could participate and vote for their favorites.

The key here is that listeners wanted to participate with the station because they made it fun, relevant, and easy.  

“I basically took the tools that were provided to me via M2O and used them to put decisions into the listeners’ hands. We gave them the opportunity to have a say in something that they were involved in, and could hear the results on air.

Oh, did I mention that they had to be part of the station's club to participate?  Once they got to the website to participate, it was easy to convert them to members.”

The strategy is to look beyond those people in it just for prizes.  Only a small percentage of your audience is into contesting.  They’re mostly engaged because of your unique content and presence in the community.  Your success depends heavily on the ability to attract those non-contest players.  Invitations to engage in music, social networking, or lifestyle activities is a powerful tool that delivers activity.  

It’s not just about the prizes.  Find ways to engage your members.  Ask them what they think – and they will come.  Maybe even in quadruples.

The answer to the question?  The station is KISN (KISS FM) in Bozeman, Montanta.  Chad Anderson is the P.D.  Experience their web site at  http://www.bozemanskissfm.com/main.php

Want to share your success stories?  Email Jeanette@m2omedia.com.  As always, please use us anytime to help create them for you.

M2O Team Adds Two Sales Account Managers

We're proud to introduce you to our newest team members, Michael Kay and Amber Schoepp!

Michael is a 30 year broadcast veteran, having spent the last 4+ years as the Senior Director of Affiliate Sales/Sales Relationships with Enticent, based in Atlanta.  His experience includes both sales and programming positions in Detroit, Cincinnati, and Atlanta.  Michael has been a resource for sales managers and sellers at the street and digital level for nearly 10 years.

Amber brings over ten years of experience in media, Public Relations, Marketing and Sales. She has worked for Turner Broadcasting, Enticent and owned and operated her own small business. Her resume includes working with multiple markets and over 100 radio stations while directing their sales efforts for online marketing and loyalty programs.

Both Michael and Amber bring a deep experience in working with loyalty marketing solutions and specialize in maximizing revnue for our partners.   For more information on Michael and Amber, please visit the M2O Resource Center