TopLine Business Acumen: Early Advance May 22, 2022
This week’s early advance: Skincare is preferred over makeup, mobile bars are trending at weddings, finding a furry four-legged friend at hardware stores, and Gen Z says, make mine red.
This week’s early advance: Skincare is preferred over makeup, mobile bars are trending at weddings, finding a furry four-legged friend at hardware stores, and Gen Z says, make mine red.
This week’s digest: The value of digital marketing, what’s driving man-made diamond sales increases, maintaining online grocery loyalty when favorites are out of stock, and tool rental’s building growth.
This week’s digest: Young consumers use mental healthcare services more, Hispanic shoppers driving digital shopping, popular gas-related perks, and caution advised for crypto investors.
This week’s digest: Leveraging radio’s branded social content, reCommerce is growing, low effort car buying wins, and homeowners’ smart savings with smart tech.
This week’s digest: Home improvement spending remains strong, the dating challenge for single Americans, in-store shopping grows and 2022 Mother’s Day revenue is predicted to top last year.
This week’s digest: Summer travel means clothes shopping, life insurance too costly for many, exercise lowers the risk of depression, and how to get more out of your home DIY projects.
This week’s digest: More love for grocery delivery, mortgage rate increases highest in decades, inflation driving higher used cars prices, and Easter season deal hunting.
This week’s digest: Social ads gain trust when paired with radio ads, caregiver’s retirement planning, pairing seafood with beer, and living paycheck to paycheck is on the rise.
This week’s digest: The effects of delayed healthcare, half of U.S. workers worried about retirement savings, mobile shopping while in-store, outdoor products targeting women.
By Scott Lindy, Futuri Media
Listener voices are the heart and soul of every famous radio brand. When fans of a station or show are invited to join the conversation, magic happens. We’re humans, and we all want to belong to something bigger than ourselves. It’s an emotional magnet when you hear a listener’s voice saying something on the air you might say yourself or wish you had.
For decades, radio stations have used the studio phone line to run contests, take requests and get feedback on the topic du jour. The calls would pour in. One of the essential parts of a radio DJ’s job was to answer the phone. The studio phone is mostly silent these days because the world communicates differently now.
We went to the front lines of radio in our most recent webinar, The Studio Line is Dead: How to Get Listener Voices On Air in 2022, to hear from the experts. Three of radio’s most strategic thinkers, Deb Turpin, Program Director for Z104 in Salt Lake City; Nathan James, Director of Marketing and Digital at SummitMedia and Jordan Miller, Digital Content Specialist at Steel City Media – Pittsburgh, spent 30 minutes sharing creative ideas and ways to keep the audience involved on the air.
The entire guest panel of experts agreed that the Open Mic feature in Futuri Mobile apps makes getting listener voices on the air easy for the user and the station. Nathan James at SummitMedia became a fan of Open Mic at the beginning of the pandemic, “We weren’t out in public with a microphone walking up to listeners to get an actuality. So, it was a way for listeners to give us real-time feedback. To get that content and easily turn it into sweepers immediately was the first thing we did with it.
From Z104 in Salt Lake City, Deb Turpin puts kids on the air reciting the Pledge of Allegiance that not only gets more listener voices on the air but also builds tune in. “We solicit for it and tell them about the Open Mic feature and we’ll let you know when we’re going to play your pledge on the air. So you’ve got grandma listening, you’ve got mom and dad listening. You’ve got a big brother and a big sister, maybe some neighbors listening. And they get the chance to hear that little kid or the scout troop or the bridge club or whoever sends the pledge in. Everybody wants to hear their pledge on the air.”
Jordan Miller, with Steel City Media‘s stations in Pittsburgh, says, “On Q92.9 we created a section called ‘Talk to Q’ where we literally let listeners say anything. From a song request to a mock on-air tryout to be on the air and introduce some songs. We get listeners of all ages from all over.”
When listeners can simply tap their smartphone to record and send their voice to radio stations using a Futuri Mobile app, there’s no telling what you’ll get. Turpin uses Open Mic listener audio most stations would delete, “We got one Open Mic that says, ‘Dave & Deb, a couple of dumb ***es in the morning.’ We just turned it into a sweeper and we play it almost every day and it’s hilarious.”
The opportunity to drive revenue with your Mobile app starts with creating a content strategy built around a personalized and unique user experience. Sponsorships and client presence in your app should embrace the app’s overall design and creative concepts that listeners respond to the most. Futuri Mobile apps are designed to be monetized with that type of approach. As we heard in our webinar, there’s no shortage of ideas to increase mobile app engagement that put sponsors right in the middle of the action.
If you’re looking for standout ideas and creative angles that help get more listener voices on the air this webinar is a ‘must-see.’ Plus, our panel shares ideas for organizing and monetizing station mobile apps that you can use right now. Click to watch the entire webinar on-demand.
Scott Lindy is a Marketing Content Specialist and Partner Success Specialist at Futuri Media. He works with a select group of stations to drive their digital efforts forward, while also creating compelling marketing content about Futuri’s audience engagement and sales intelligence solutions. Prior to Futuri, Lindy spent 30 years developing an impressive programming resume at companies including Cumulus, Clear Channel, Lincoln Financial Media, and SiriusXM. He has also served on the boards of directors for several industry organizations, including the Country Music Association and Country Radio Broadcasters.
Futuri is the leading provider of cloud-based audience engagement software for the enterprise. Brands rely on Futuri to make their content more relevant, accessible, engaging, and results-driven. Founded in 2009, Futuri holds 12 published or pending patents in 151 countries. Named to the Inc. 5000 List of America’s Fastest-Growing Private Companies for seven consecutive years, Futuri is the only audience engagement platform that includes solutions for sales, marketing, and content teams.
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