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It’s over. We’ll wake up on November 6th and say or think those words. Well, maybe it will be over. We could be in for a visit from the Ghost of Election Night 2000. How has your brand prepared for post-election opportunities?
I know what you’re thinking. “Ron, politics is off-limits with our brand.” Fine. Don’t go there. However, this isn’t off-limits: the reality of an emotional change in your audience. Where will your radio brand fit into their lives the morning after or the weeks and months after?
This is a good time to review your brand’s purpose. Most radio music stations have the stated or unstated goal of making the listener feel good. Whether Mainstream Adult Contemporary, Country, Adult Hits, CHR, Hip-Hop, Contemporary Christian, Classic Rock, or Active Rock, the listener connects to a radio station to fill the emotional need for music.
Some formats will brand themselves with phrases like Feel Good, Upbeat, Uplifting, Positive. The stations that don’t use the language understand the power of the music to move the listener. All the other stuff coming out of the speakers (stationality) is the magic that gives the brand a feel and identity.
Renewal Time
The American public is beaten up right now. We can’t escape the noise, the rants, the division. If you live in a Swing state, bless your heart. If the emotional goal of a music station is to feel good, happy, fun, or satisfied, then November 6th should be like January 2nd. Renewal time.
Historically, radio station programmers and branders refresh and renew imaging seasonally to reflect the mood and lifestyle changes. In the social media age, that renewal should happen more frequently to reflect awareness.
Radio stations are challenged to be in the moment with fewer jocks being live in the studio. Voice trackers might live in another market, or the show was tracked 48 hours before it aired, and the This Just In opportunity is missed. So, our attempts to capture the moment to make it feel like we’re paying attention have become more important with produced Imaging and Promos.
The opportunity is to review and renew your station’s purpose and difference after November 6th. Here’s a motivation to do this. If the results are extended by weeks and months, the world will be different than it was after the November 2000 election. This time we have (cue the horror sound effects)…social media. Your audience will want to escape.
How do you say the election is over without saying the election is over?
Here are three categories to review in this season of change:
Difference and Strength
Do you know what makes your brand different and strong? Well, of course. However, does the content team understand? As leaders, how often do we remind them of our strategic vision? If they’re not internally rolling their eyes every time we mention it or put it in an email, then we’re not saying it enough.
We’re good at telling the audience why we do what we do, but it starts with the presenters and the content creators.
Often, these differences and strengths get adjusted and changed. It’s another reason to preach to the choir so they’re ready for your sermon when the game changes. It’s difficult for me to write anything without a sports reference.
Ear Candy
Seasonal content changes happen months in advance. We don’t like scrambling to create imaging and promotions days before it airs. But it happens. Unfortunately, radio people are good at creating a last-minute idea and the accompanying audio.
What can you freshen this week to promote the benefits of your brand? If you don’t have the time or resources to refresh the imaging, focus on the audio pieces that amplify your benefits. It might be as simple as music promos, listener drops, and your best jingles. Eliminate the stuff that might be good production but doesn’t highlight the emotional benefits of your brand. Reduce the noise.
Disc Jockey/Announcers/Presenters are the most important conveyors of emotion. After the election, they should be challenged to present the best version of your brand’s purpose.
In-The-Moment
How do you say the election is over without saying the election is over?
- Team shows: Do a break about what everyone watched on Election Night. No one in the room watched any of the news coverage.
- Street Team: Get audio before Election Night and ask, “What did you do last night?” Obviously, you’re taking the audio out of context because no one watched Election Night coverage on October 30th. It has the potential to create some fun on November 6th.
- November 6th: I’ve never understood why radio stations give away ice cream only in the summer. Ice cream is better in the winter because it doesn’t melt as quickly. I have it on good authority that ice cream is good every month of the year, so hit the streets after the election and make someone feel good.
- Pay Your Taxes: Hey, both sides think the other side is raising taxes. If you have extra cash in the budget, do the classic pay-your-taxes contest in November. No editorial is needed.
- Video and Social Media: Videos and Reels prove you’re in the moment and paying attention, but you’re not walking across the line. The goal is to remind the audience why your brand fulfills an emotional need to feel good because of the music and the content.
These are a few ideas. Get your people together this week and create a butcher paper list of feel-good content.
What if your Brand Manager says, “No political references on November 5th or 6th”? It’s all the more reason to review and renew your brand’s purpose and vision with the team.
The hot stories and emotional seasons of life change. Last year, I wrote about what happens when the big story changes. When Trump Isn’t The Headline Clearly, I jumped ahead of his headline exit. When that time comes, will our brands be known for something?
Ron Harrell is a columnist for Barrett Media. He founded Harrell Media Group, specializing in radio and audio brand consultation, fractional management, and talent coaching. He has worked in every role on the Programming and Branding side during his career, becoming management and executive-focused in the post-Telecom Act era. Ron has held leadership roles for media groups such as ABC/Citadel, CBS Radio, Chancellor Media, Cumulus Media, Hope Media Group, Hubbard Broadcasting, and WAY Media.
Interested parties are invited to learn more about his company Harrell Media Group and reach out by email at Ron@HarrellMediaGroup.com.
