So you work in a rated market that is now utilizing PPM, how do you brand that now that the diary from Arbitron is gone? First you have to think like the listener (which you should be doing anyway), that means that from a listeners point of view, his/her favorite station is always top of mind. That being said, the branding of your station to reflect that is what is going to be crucial, especially as you move into the Fall ratings periods. I have found that by using real statements and real people to brand the station it helps with top of mind awareness.
The PPM is going to pick the station up no matter what you “say” so if they are listening at the office, or in the car or at the Megalomart you can bet that in order for them to “hear” you, you’re going to have to creatively entice them to listen longer and in more places.
Utilize your branding statement at concerts, remotes, events and anywhere you want to gather audio to brand your station. Get a great digital recorder ( I suggest the ZOOM digital mic/recorder) and make it fun, keep a supply of station brika brak on hand to give to them, and make it a “contest” of sorts, the most real audio will sound the best in post, but you’ll get great audio to use in other places as well.
PPM is our friend, the diary days will soon be over and you have to find better more creative ways to get your brand top of mind. I hope this helps you find your niche’ in a crowded marketplace.
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