Every time Nuvoodoo Research has gotten a chance to test the desirability of some variant of the slogan, “Music that makes you feel good,” it scores near the top of the ranking. And why wouldn’t it? Academic studies have shown that any music you really like will improve your mood.
Leigh Jacobs writing in a blog post believes it makes sense because all music radio stations are mood purveyors in some sense. People tune in expecting to hear songs they love based on their prior experience with the station. They’ll say they’re tuning in to hear music they like or fill the silence in the car/at home/at work. But they’re really tuning in hoping to maintain or improve their mood. It’s not about the station – it’s about them.
In the NuVoodoo ASAP study they fielded in advance of the All Access Audio Summit last month, they saw that just under half the 1100 respondents 18-54 nationwide we interviewed say they care about the radio station they listen to most. At least some people care about us.
Jacobs urges stations to consider spending time researching your listeners’ lives. Not how they feel about the stations in your market – and not just the songs you might play. They should give thought to how to improve the content on their station to connect with listeners by reflecting the things in their lives that they love; the things about your market that make them feel good; the things that make them feel part of your community.
Jacobs suggests it’s a matter of connecting with listeners and giving them little dopamine hits they’ll come to associate with your brand – and will help keep them coming back to your station again and again. In the words of Maya Angelou, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
No comments:
Post a Comment