There's nothing like starting a week with a great story, and this one comes courtesy of Stickyfish affiliate KFMA-FM/Tucson. In November, the Lotus Communications rock station initiated a focused campaign designed to attract new members and increase activity among current participants. Working closely with Triton Loyalty Audience Engagement Advisor Jeanette Graham, KFMA increased new confirmed members by 503% compared to the two previous months. Activity increased by almost 300%!
How did they do it? Three keys:
1) Personality Endorsement: The air staff reinforces their web-site as a key way to win every time they promote contests. Every online contest is directed through the “KFMA CREW” club. All communication to members (email,etc) is sent from one of the station’s personalities.
2) Content Behind Log-In. Using various tools, the station finds ways to involve their audience in station content, including rating music (Music Test), helping decide where to hold the station’s annual concert festival (Survey) and user generated content promotions such as their “Show Us Your Holiday Decorations” feature. The station makes it easy, fun and entertaining to participate in content that has little or nothing to do with winning prizes!
3) Incentive. In addition to featuring the available prizes in their prize vault, KFMA focuses their promotion efforts on the most attractive prizes available. Selecting prize alert blasts on mass appeal items like a 42” HDTV gets new attention.
General Manager Steve Groesbeck and Program Director Matt Spry set goals to track their success. This not only allowed them to focus, it gave the staff specific guidelines to target.
Jeanette Graham summarizes KFMA's success in November:
KFMA hit it out of the park because they focused and didn't try to do too much. It’s not about how much you give away, but what you OFFER.
They kept instructions and participation simple, without giving too many details on the air. Simple wins every time, with “bread crumbs” leading the audience to the desired behavior.
With exciting offers, exclusive content, and opportunities behind the password, listeners registered for the club in the process. New membership, and new relationships that pay off over and over!
KFMA personality involvement takes engagement to the next level, extending on-air popularity to their weekly newsletter – a perfect and natural extension.
Finally, involving the audience in the product by asking their opinion has nothing to do with points or contesting, everything to do with engagement. And, it attracts a different type of listener to participate!
If you'd like to turbo-charge your loyalty program, let us help. The Triton Loyalty Audience Engagement team is standing by to help
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