Fragmentation of radio listening will continue to increase! Demands on the consumers’ time and the continuing growth of entertainment options will increase radio listening fragmentation. As that happens, P1s become even more important for Sports Radio.
It is very easy to take P1s for granted. “They love the station, we’ll always have them.” True, these are your best customers but you must to tell them they are an important part of your station and that they matter. How do you accomplish that? By having a P1 game plan! It must be more than an occasional on air reference to P1s. A P1 game plan means learning as much as possible about your core and super core listeners; their lifestyle, habits and behavior. Then incorporate that information on and off air to make P1s feel that the station is an extension of their lifestyle.
For on-air, ‘incorporating’ is the key word. Incorporate the P1 attitude and lifestyle into your product rather than altering it. Integrate it into every programming element from talent to production to contests and promotions. Be ‘one of the guys’; yet maintain credibility when serious and important issues are ‘top of mind’ for P1s.
Off air, the station must develop a marketing strategy and create a tactical plan that tells the P1s that they have made the right choice. The tactics must also remind them to listen to the station. Simple reminders such as letting them know about special events, contests and promotions, which are targeted to their lifestyle. When the P1 feels important and takes ownership of the station, the stronger the pay-off will be in quarter hours. There is also a strong possibility the P1 will develop his own grassroots marketing campaign, telling his buddies! One of the stations that does this the best is The Ticket in Dallas. Even with two FM competitors they continue to be the #1 sports radio station in DFW!They show their P1s a lot of love.
Like every one else, P1s have a lot vying for their time and attention. That is why it is essential to reinforce the station and their status using other mediums. The days when a radio station can sit back and expect a pay-off in P1 listening are over. Show some love and loyalty! Work the P1 audience to ensure they spend time with the station and remain a P1!