Event Programming – The Gift That Keeps on Giving
A year ago, I was driving in my car and longing for some holiday spirit. I knew there was a station in town playing Christmas music full-time, but wasn’t sure which one. So, I scanned until I found it. I gave it one of my car radio pre-sets and listened to it on and off through the holidays. A year later, that station is still a pre-set. In PPM world, I’m a P5 or P6, but where before in the diary world, I would never acknowledge having listened to it, now every couple of weeks for a year this station picked up an extra quarter-hour or so. And now, Christmas music is back full-time, a week earlier than last season, and I’m already listening.
You say, “Great Larry, thanks. I can’t play Christmas music.”
Do you have the Super Bowl? March Madness? A Play by Play franchise? or are you the “election station?” Maybe you own the big story or controversy in town. If not, consider what it is your station offers that is of the highest quality in your market making it worth while to non-traditional listeners of your radio station. If it’s traffic then you need to be THE station for traffic. It doesn’t necessarily need to be something people THINK they need. Afterall, nobody was clamoring for a month of non-stop Christmas music.
Maybe you can be the station for High School football scores or the station that talks sex on Friday nights. Whatever it is, find it, own it, leverage it. Niche programming, even one time events, can impact your ratings all year-long.