One of our prior Need to Know tips focused on the need for a well-communicated plan of the benefits that you will extend to your audience who join your database. Maintaining an on-going set of valued benefits is critical to build your database, and even more critical to keep your most loyal database members interacting with the station.
This week we wanted to clarify one common point of confusion that often arises when stations review their benefits and start to promote them on-air.
If you are using our points-based system, the points themselves are not one of your audience’s benefits.
Points are a mechanism that gives your most loyal members the best chance to win. The more they watch or listen, the more they interact with your programming and promotions, the better their chance to win. Points are also a powerful way to connect one promotion to many other promotions and reduce on-air clutter. If a member hears about one promotion on-air and visits your database program, that member often takes an interest in the points and starts participating in many other promotions that were never mentioned on-air. However, points in and of themselves are not the reason members join or come back.
Members will join your database to win a prize, gain access to a pre-sale, get exclusive content (your streaming broadcast, breaking news, traffic updates, etc), play a game, or give feedback. These are some of the benefits that your audience values and will respond to. And these are the benefits that your on-air, email and street promotion for your database should focus on.
There is nothing wrong with mentioning points on-air, but don’t focus your promotion on it. Don’t try to sell the points as the benefit. Let the web site explain how the system works once your audience arrives there. Focus your time, energy and on-air promotion communicating the key benefits that will bring your audience to the site to participate. When they get to the site the points system will do its part to enable them to increase their chances of winning and to engage them in other station programming and promotions.
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