{"id":2018,"date":"2020-02-27T11:40:49","date_gmt":"2020-02-27T00:40:49","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=2018"},"modified":"2020-02-27T11:54:57","modified_gmt":"2020-02-27T00:54:57","slug":"how-to-steal-another-stations-p1s","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/how-to-steal-another-stations-p1s\/","title":{"rendered":"How to Steal Another Station\u2019s P1\u2019s"},"content":{"rendered":"

By David Kidd, BPR<\/em><\/p>\n

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P1\u2019s are those listeners that listen to a particular station \u201cthe most\u201d. They usually listen to other stations but ONE station only is the one they listen to more than the others.<\/p>\n

When they\u2019re a P2 listener of your station and a P1 of a direct competitor you have to work very hard to convert them into a P1.<\/p>\n

But, if they\u2019re a P1 of a direct competitor and NOT a P2 of your station then you have an even harder battle on your hands. So in this article we\u2019ll look at the situation where a lot of your P2\u2019s are P1\u2019s of a direct competitor (by direct competitor I mean both stations are competing in the same space e.g. CHR. I\u2019m not referring to a situation where your P2 is a P1 of the Talk station).<\/p>\n

Let\u2019s face it\u2026. you must be doing something they LIKE as they are already listening to your station. But your competitor is obviously doing something different or better that they REALLY REALLY LIKE.<\/p>\n

So how do you convert those P2\u2019s into your P1\u2019s?<\/p>\n

First, uncover what these P2\u2019s LIKE and DISLIKE. The only way to do this is through perceptual research<\/strong>.<\/p>\n

Second, find out how well your station and your competitor are delivering on the things they LIKE. Or are you doing a great job of delivering on the things they either DON\u2019T LIKE or DON\u2019T CARE ABOUT?<\/p>\n

Third, do a SWOT analysis\u2026. list the strengths, weaknesses, opportunities and threats.<\/p>\n