Radio Mirchi, Radio One, Radio City and such radio channels have cluttered the FM space in Pune in no time. From hot bollywood numbers to traffic updates, puneites get it all on the move by tuning into their favourite stations. A radio channel being city centric has immense potential for creating a strong customer connect. Radio Mirchi for example undoubtedly has the first mover advantage in the city of Pune and has engraved thikhat mirchi in the minds of every punekar. A radio channel can be built into a brand that is very closely associated with every listener belonging to the city. It can be almost built as a synonym for the city and hence has tremendous scope for customer engagement.
To profile a radio channel’s target audience, it’s the young and energetic crowd of cities between the age group of 15 to 45 years of age. It is characteristized by a fast-paced lifestyle. They listen to the music & get information on the move. They have access to latest technology and mind it that they spend significant portion of their time on the internet. Need to mention, they are loaded with good amount of disposable income too.
The fact that the target audience is tech-savvy and a heavy user of internet calls for introducing “Internet” as a more engaging medium for customer involvement with the radio channel.
How? Radio channels often claim to be one-stop shops for complete bollywood entertainment with online music, jokes, live interaction with the RJs and celebrities.
How about positioning a radio channel as a hub of events & happenings around the city? Everyone falling in the target audience does keep looking for options for outings, parties or shopping for the weekend. Every happening in the city can be tracked by and associated with the channel. It can be positioned perhaps as a hub of weekend masti or a weekend planner or guide. Be it dining, shopping, cinema, theatre, outings or parties.
Well, this is not a mere positioning and customer engagement strategy but also can be turned into a major source of revenue generation for the channel besides ad revenue. The channel can tie-up with local retailers, malls, restaurants, hotels, multiplexes resorts, spas and others and run promotional offers & discounts. They can be hosted on a micro-website and even better – through weekly newsletters. The channel can drive campaigns for initial registrations on its website and to build a customer database. E-commerce directly on the host website could also be incorporated at a later stage.
Who knows the radio brand may just enter one’s life for much more beyond music & entertainment!!
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