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You Can Do Anything, But Not Everything

– David Allen

By Peter Don, BPR

Every day consumers face a barrage of messages, from information to commercials to conversations.

Messages can be visual, audible or both – but we have adapted to the increase in environmental noise by simply filtering out messages that we don’t regard as important.

When new messages or information don’t conform to our assumptions or meet our needs they are rejected or ignored. Existing brands that have established clear impressions can only evolve within an established set of ‘guidelines’, ones that consumers see as consistent with their brand expectations.

Positioning your Brand:

Brand positioning is a result of a clear focus, consumers understand (and like) what they get, inconsistent or unfocussed content or marketing dilutes these clear ideas, clear positioning also generates brand loyalty.

Before you can ask for loyalty from customers, you have to know exactly what it is you are offering them, and how you will consistently offer them that experience each time they choose your product or service. Apple is one of the most recognisable brands in the world, with a customer base that is extraordinarily loyal. Regardless of what it is — iPhone, iPad, Apple Music.

Renew or evolve:

Over time customer needs develop and evolve – does your brand evolve with them or do you constantly need to bring new customers? This is a major issue for radio, especially those stations aimed at GenZ listeners as a recent Guardian Australia article on some of the difficulties facing Australia’s Triple J network in connecting with its core 18-24 audience.

“Most people just find [new music] through the algorithm, It’s right there on our phones giving us recommendations constantly, and there’s no news or banter in between songs.” Unlike those platforms, Triple J can’t possibly be everybody’s everything.

The one constant in all of this is that successful brands stay in touch with the changing needs and priorities through audience feedback and market research. For radio, the quest for younger listeners becomes more difficult with the explosion of alternatives including lifestyle, social and music options.

In the US, radio is well behind in reaching younger age groups, as noted by prominent US consultant Fred Jacobs.

“..The teen (and pre-teen) demographic has become of paramount importance across industry groups and categories.  It is a hot topic, driven largely by Gen Z’s heft and ability to set trends already affecting all of us.  In virtually every business sector, research is being conducted to better understand this generation, their mindset, and their marketing preferences.

Except in radio..”

These lessons are as applicable to the need to understand the changing needs of younger consumers as they are in maintaining focus on the listeners you already have.