Why is it that Adult Contemporary programmers are satisfied with being in the background? Even the brightest consulting peers still preach that the AC station should be like a utility – turn on the switch and leave it.
Our disadvantages are clear – listeners can’t build a playlist like Spotify or shuffle the hour like YouTube’s algorithm.
Here are a handful of examples of products that own the obvious that they share with competitors in their marketing efforts:
Banking
While streaming a show on Hulu over the weekend, the fresh Capital One spot touted “Free Checking” as part of their service. “Free Checking” is a nice brand attribute, but “Free Checking” is also obviously offered at nearly every bank or credit union in the country. Capital One concludes the commercial with “No Overdraft Fees” – a feature also offered by competitors. Marketing the obvious stands out.
Money Management
Nearly everyone has seen at one time or another the spot for Fischer Investments using actual Fischer Investment Advisors. The copy reads, “We’re fiduciaries” and “We do better when you do better.” This is true for all large money management firms. Investment advisors of all types are fiduciaries and do better when the portfolio grows. Fischer Investments is simply pointing it out as a marketing point.
Auto Dealers
A locally owned Subaru has its entire family – including small children – in front of cars in its showroom while the father proclaims, “We never charge a dealer or doc fee, and they never will.” A third example of an obvious service is that if a dealer DOES charge you for this service, it’s mostly negotiable during the transition—a marketing point for this Subaru dealer.
Contractors proclaim, “Free Estimates” (zero reputable contractors charge for an estimate), tire stores offering “Free Balancing for Life” (every tire provider offers this service) and even Jimmy John’s offers “Free Smells.” Well – you get it.
Here’s the point.
As AC brands, we stay humble in our presentation without crowing loudly or beating our collective chests with self-promotion.
There is a way to point out the unique service we provide without hubris.
Here are a few examples for radio:
Free Service
- Radio is free everywhere. In mid-Missouri, Zimmer Communications brilliantly puts this line in their imaging. “A FREE SERVICE of Zimmer Communications.” Emerging and established audio competition charge a premium for advanced services, as most free price point choices are saddled with limitations. Satellite, with the exception of the occasional weekday, charges nearly $25 a month for its premium service. Champion radio’s free option.
Portable
- Radio can go anywhere if you have a ‘true radio.’ Every city in the top 250 U.S. markets has radio station service. While there remain significant cell and Wi-Fi holes in America. Digital offerings struggle to reach remote vacation beaches, valleys in the western states, and certain buildings without reliable internet service. Promote radio’s portability.
Exclusivity
- If you were brave enough to build a Secret Weapon Category in your Music Matrix, as we urged in this piece last fall. Point out that the Secret Weapon title is unique to your brand. Example – “Here’s a Song Only Heard On (station – title – artist)”. Post-promote the title and build music promos to enhance the image. Examples for AC Radio include Balance – “Breaking Away”, Swing Out Sister – “Breakout” and Berlin’s “No More Words.” Own radio’s exclusivity.
Choice
- Your listener has made a deliberate move to choose your brand. Take credit for that choice. Most of our AC products reference midday or at-work listening as the main choice. Morning shows are second, followed by specialty at-night or weekend programming. Promote that choice with regularity. Example – “Your Choice for Daily At-Work Music” or “The (market) First Choice for Music Midmorning, at Lunchtime and Early Afternoons.” Advertise radio’s choice.
Cross Promotion
- Here’s a category where AC Radio gets beaten by Satellite. SiriusXM hourly promotes another channel of their vast menu, either through recorded promos or with the air talent. Identify the unique selling proposition of your cluster mates and discuss it in relation to your brand. In the car, listeners will change their station for a myriad of reasons. Give listeners a reason to stay in your cluster. Our clients often cross-promote professional, college or high school sports on other cluster stations. Same with large-scale events. Or simply tell them where to find Rock or Alternative in your cluster. Pitch radio’s cross-promotion.
The audio world is crowded, noisy and exploding. Adult Contemporary radio doesn’t need to shout to be heard. Promoting obvious uniqueness without arrogance will sit well with your listener.
AC Radio’s strength is the authenticity of air talent and the consistency that the listener knows to expect. And a deep connection through format longevity. Focusing on the listener first with promotion projects loyalty through substance – not flash.
Self-promotion executed with sincerity resonates with the AC listener more than hype ever could.
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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.
