Always Ask “What is the Problem We Are Trying to Solve?”
By David Kidd, BPR
Radio stations, like any business, will face problems that need to be solved. These challenges may be related to revenue, programming, operations, technology, brand marketing, management, communication. But whatever the problem is related to, you will probably be involved in trying to solve it.
The first thing to do when trying to solve a problem is to ask “What problem are we trying to solve?”
You need to be sure that you’re dealing with the real problem…. not its symptoms.
So, once again, the survey results are out and, once again, your ratings are less than ideal.
When you have been in as many strategy and planning meetings as I have over the years you realise that those in the meeting with you often have completely different views of the very problem they’re there to solve. Everyone suddenly becomes a programmer!
Our problem is the Morning Show-they’re not that funny. Our problem is the music, it’s off track. Our problem is lack of marketing. Our problem is too much inventory sold at low rates. We’ve got an image problem – our competitors aren’t that good but they’re out rating us (??!!) Yes, we’ve heard them all.
The Morning Show may be lacking in entertainment value, but is that because of the talent, lack of direction or just that there’s a much better competitor?
The music may be off track but is that the fault of the music director or the fact that the music vision hasn’t be effectively explained to them… or is it because of flawed music research…. or worse still, no research at all?
Too many ads…… what does the research say?
Poor brand images…. again what does the research say?
To define the problem you’re trying to solve:
- Separate fact from opinion
- Remove emotion from the process
- Specify underlying causes
- Avoid trying to solve the problem without reliable insights – what your LISTENERS think the problem is
- State the problem specifically and unequivocally. Avoid vague language. Give yourself laser focus to address the problem.
Regarding point #4, radio programmers have been using market research, for example, BPR’s Strategic Studies for a long time (ok you spotted my pitch). Provided the right questions are asked of the right people (aka a robust targeted sample), these Strategic/Perceptual Studies identify the real issues facing your radio station.
After all, the official radio ratings only tell you that you have a problem. They don’t tell you exactly what that problem is.
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