Get Top Of Mind Recall

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Author: Jerry Williams

Published: August, 2000

I was out walking the dog the other day and came upon a fallen red leaf, an early concession to the RELENTLESS march of time and change of seasons. The days are already getting shorter, Autumn is just around the corner. And with it comes the Fall Arbitron Ratings Period, the Fall Book. This year the Fall Book runs from September 21 through December 13. Are you ready for it?
To help you prepare, RELENTLESS RADIO presents our first month long focus on a single topic. Throughout August we'll present articles in every department that zero in on helping you prepare for the Fall Book.

One of the crucial elements of success in the Fall Book (or any other ratings period) is to keep in mind just what it is that Arbitron measures. Recall. Not listeners, but what your listeners recall, or remember listening to. That makes it vital for you to own top of mind awareness among your listeners. You can spend hours tweaking clocks and critiquing air talent, thousands of dollars on research and marketing projects, but if your listener can't remember your calls or imaging position when it comes time to fill in the diary, it's all been for nothing.

How do you generate this top of mind awareness? How can you ensure that when your listeners think of radio they think of you?

1. Tell Them Who You Are
Top stations in every major market are identifying themselves somewhere between 50 and 75 times an hour. 50 to 75 times an hour. You must repeat your primary identifier that often to cut through the clutter and write your message indelibly on your listeners' mind.

2. Brand Everything
A corollary of number 1. To get your identifier in there up to 75 times an hour, you have to be creative. Do you provide informational elements? Make sure you've branded them properly, "Time for KXXX weather from KXXX meteorologist Storm Cloud..."

Do you feature guaranteed music sweeps? Brand them; "KXXX, where you're in the middle of another KXXX seven song sweep, guaranteed, exclusively on KXXX..."

Don't limit this branding to on air. Make sure every piece of paper that leaves the building has your primary identifier all over it, from client invoices (they listen, and occasionally get diaries) to a uniform signature on all outgoing email.

3. Be Visible
Wherever your listeners are likely to be, that's where you need to be with your logo prominently displayed. Get your (highly logoed) station van to every community event, sporting event, concert, and grand opening in your coverage area. At remotes make sure your banners are plainly visible from the street. Don't have an event or remote on a given day? Get someone to drive the station van through the heart of rush hour traffic. Make sure people see you as well as hear you.

For more on the importance of the Fall Book and a full list of Arbitron terms, check out an article we published back in September 1998.