Imagine my surprise when Jeff Dauler (radio personality) described the process used in radio to determine their best customer. (I wasn’t really surprised, good marketing is good marketing!)
They print out a photo of their most ideal customer, give him/her a name, and talk directly to that one person.
In other words, radio uses the process we use and recommend here at the BrainTrust for determining your ‘Customer Avatar’.
Jeff even says that it’s a rookie mistake that they learn to NOT do in “Baby DJ School” to say things like, “I hope you all will come down see us at this event.” You never, ever talk to more than one person. You figure out when your best customer is listening, and you invite him/her with a message that resonates to them.
Jeff also made the point that the best radio shows that sound completely off-the-cuff & unrehearsed are in fact, well-researched and well-produced to sound completely natural.
In radio, programmers determine when their best customers are listening, and then they schedule accordingly. In other words, it’s no accident that 30-something females driving home during rush hour hear Taylor Swift three times during their commute. They love her, and the radio station wants that customer to keep listening.
Using the example of twitter, Jeff recommends that we find out when our best customers are “listening” and adjust & re-post key messages 2-3 times during that peak time to make sure they see it.
Jeff invites us to treat our marketing channels like a radio show:
- Create a personality,
- Employ a well-thought out production, and
- Engage our ‘listeners’ at an emotional level.