How do you know you’re doing ‘The Right Thing’? Sure. As most evolved Adult Contemporary brands, it’s difficult not to have flawless tactics for your brand in our age of computer-generated rules and cross–referencing.
When we discuss strategy vs. tactics, you’d be surprised (or maybe not) that at the highest level, the two get confused.
Simply put, Strategy is ‘Doing The Right Thing’.
Tactics – ‘Doing Things Right’.
As a remedial analogy:
- “Should We Play – ‘70s Music” = strategy.
- “Should We Play – Abba” = tactic.
Even at the highest level, the two are often confused.
During the Iraq War two decades back, President George Bush labeled the troop surge in Iraq a ‘new strategy’. In fact, it was a new tactic to support the same original strategy.
It’s rare to find strategic thought being taught at any level.
Today, large broadcast groups with seemingly brilliant leaders often launch new formats without regard for the market or their own cluster.
More frightening, finding the correct strategic play for a competitive situation isn’t taught at the highest level of academia.
Where does our new generation—or you (if this is uncharted territory)—get this type of education? This came to mind recently in a client discussion about ‘90s Music: Should we play late ‘90s Music, and how much late ‘90s Music?
If your brand is in that thought pattern, you’re staring straight at a shift in strategy.
As you read this, you’re most likely in a comfort zone with your brand presentation, Music Matrix, solid imaging and disponed air talent.
You know – tactics.
Here’s an exercise for you (using a redacted but real market) and the thought leaders in your broadcast orbit to determine whether your strategy is on track.
Demographics of (Sample) Market – www.data.census.gov.
- Population – 785,000 with substantial future growth
- Average age 39 years (17% age 65+)
- Unemployment rate – 3.89%
Takeaway – Great market to plant or nurture an AC product as employment is robust, great average age, and these people work (at-work listening strong)
Map The (Sample) Market
- Create a chart that maps older/younger vertically and men/women appeal horizontally.
- Plant a mark where brands appeal land in the market, determining where your brand resides, and the growth potential.
- (Sample market) ratings rank – NEWS/TALK and Country dominate, followed by Christian AC, Hot AC, Alt Rock, another Country and (finally) an Adult Contemporary (leaning Hot AC)
Takeaway – Huge opportunity for Adult Contemporary growth. The current AC (which may be yours) is vastly underperforming, perhaps off target strategically.
(Notice lack of Classic Hits/Oldies pressure – opportunity?)
Develop A SMALL (Sample) Target
- Be singular in finding your target – that is ONE person you’re after – small target, wide results.
- In the case of this sample market, the 39-year-old average is over-targeted – saturated. Strategically, perhaps an increased audience is found moving your target older, where fewer people are fishing.
- For the sake of this exercise, let’s say our target is a 49-year-old female.
Takeaway – Everyone covets the heart of the 25-54 demographic. In this case, the opportunity exists to target older adults with greater disposable income and deliver that audience to your clients.
Map Your (Sample) Target
- Name your target. What’s that 49-year-old named? Pushback occasionally comes with the singular target concept. Without a target in mind, you’re sure to miss. And what appeals to her?
- A 49-year-old graduated from high school in 1994. Musical formative years for young adults typically occur during middle school, high school, and college.
- In this (sample) but real-market example, other brands have moved their target position to the Adult Contemporary position.
Takeaway: Mapping your target listener focuses on who exactly your product appeals to. It crystallizes your brand appeal for your on-air staff, sellers and company brass.
This abbreviated exercise is clearly for demonstration purposes.
Back to the question prompting this piece:
- ‘90s Music – Should we play late ‘90s Music – and how much late ‘90s Music?’
You have a clear answer after this exercise.
If you’re an AC that balloons during Christmas, only to suffer audience starvation, looking at your strategic position in the mirror might reveal a four-season ratings growth opportunity.
We discuss the next wave of great minds sprouting from unknown areas and can be taught and armed with solid production techniques, adequate writing skills and workable air presentation.
How will emerging leaders know they are doing the right thing (Strategic), instead of simply doing things right (Tactics)?
It doesn’t take a CEO or a VP to do this – it takes sharp minds and strong fortitude to wage battle.
See in-field redacted samples by sending a note to kevin@robinsonmedia.fm.
Do a critical listen to your market this week. You might discover misplaced strategic positioning on your frequency.
And – opportunity.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
