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Shakespeare Said "The Music's The Thing"
Well okay, that's not exactly what he said, but had he owned a radio it might have been different. At last count Audience Development Group engages 130 radio clients coast-to-coast. No two are alike; the burden of enlightenment and tangible ratings improvement are on us. We couldn't do it without strong relationships including people like our marketing partners Tripp Eldredge and the minds at DMR. This is not a plug; merely a statement of fact and the benefits-derived.
Take for example the latest End Result (DMR's monthly think-piece). The headline reads Music Can Change Your Life; The Power Of The Playlist. You'll want to circulate this if your listeners' behavior factors into your strategy. The column asks, "Ever seen a movie without a score?" Imagine watching Rocky train for a fight without "Eye of the Tiger." Without music they point out, a movie experience would be incomplete. If that's true about a movie, what about the soundtrack that accompanies our lives? L.A. Times writer Amina Kahn writes "Anyone who's had a bad day, then flipped the car radio on and caught the first notes of a favorite song knows how quickly music can lift one's spirits." DMR points out that according to the researchers who wrote the book Your Playlist Can Change Your Life, "After smell, music is the fastest, most user-friendly way to influence and reset your brain networks without using an external substance."
In the LinkedIn radio group Audience Evolution, the community has been talking about getting people addicted to radio's product, says DMR. The latest research demonstrates the very real potential to form a healthy addiction through music! And what makes a "healthy addiction?" According to researchers, melodic sound helps us regain focus and leads to being more productive. If that wasn't enough we now know in addition to productivity and focus, enjoying music puts us in a better mood, especially if it's part of our daily routine before, during, or after work.
DMR's research in collaboration with Arbitron proves the most important consumers in your weekly audience turn on a radio 31 times every week. Doing simple math, that means 4.5 times a day people are actively thinking about your station, before they even listen. Whether simple loyalty or an addiction (in the best sense of the word) winning stations have earned that trust and cognition by delivering on their brand promise. If it's that simple why do so many get it wrong?
And what is the promise being offered? In a word: enjoyment. In 2011 one of DMR's columns focused on riveting research by Britain's Radio Advertising Bureau that found "On average, when consuming radio, happiness and energy scores increase by 100% and 300% respectively compared to when no audio is being consumed."
And through Audience Development Group's music testing experiences with various clients, not all music is created equal. So when you think about what happens on the listening-end of your songs and how they impact listeners' mood, happiness and energy, music is the medium; getting it right is the golden ticket. |
