Meet My Expectations and THEN Give Me The Unexpected
I’m staying at the Olive 8 Hyatt in Seattle. It’s a cool, hip, new and proud to be a certifiable green hotel. The people are friendly and accommodating. They have this cool, energy-saving, lighting system which uses your room key to operate. Big, fancy, sliding, mirrored doors conceal the bathroom and closet. I lost track of how many pillows were on the bed, but there are more than anyone person could want or need. The hotel and rooms are open, spacious and make you feel important.
On a practical level, however, it’s not as user friendly. The alarm clock is an hour off and I can’t figure out how to reset it. It also doesn’t light the time up at night, so I can’t see the time when I roll over in the middle of the night. The desk chair I’m sitting at is broken. The seat won’t lift higher than about a foot and a half off the ground. It’s like I’m typing above my head. And I didn’t realize going green meant you could only use 1-ply toilet paper. (Who knew gas stations and rest areas were trend setters in the green movement?)
The lesson here for your radio station or show is to not be so distracted by the bells and whistles that you forget to invest in the the very things that the people you are serving need, want and expect. If you don’t fulfill them, they will go somewhere else to find them.
Hotels and radio stations take heed — It’s not all about the packaging; it’s the content or contents of the package that will keep them coming back.