It’s our biggest mistake. It is also our greatest opportunity.

“We’re attracted to art when it stands for something we believe in, shows us a reflection of our own values, gives us a glimpse of our own inner face.”

Roy Williams

We have unwittingly created a format that is disconnected from the world outside the radio station’s windows. We are a sports station that doesn’t root with the fans going to the game. We are an alternative rock station that doesn’t reflect the latest craze, the clubs and the crazies. We’re a country station that doesn’t sing about girls and guys and guitars.

I have a friend named Andy. (Not his real name). He is a disc jockey.

He does disc jockey things. You know, “This Day in History.” Trivia. Shows about favorite pizza. Where the sports teams are playing tonight.

Basically, Andy does the bag of tricks from his previous station. And the one before that. Because of that Andy doesn’t have to work very hard on his show. It sort of does itself.

The problem is our listeners don’t listen to us for that. His content not only DOESN’T add value (the very purpose of content), it is actually an interruption in meeting the expectation of the listeners.

We had to help Andy change the way he thought about his show.

“Your July memories” pops up on my Facebook timeline.

“One year ago” pops up. Then “5 years ago.” Then “two months ago last Thursday.”

In radio we call this “recycling.” In social media vernacular it’s about keeping the conversation going. Facebook is all about engagement, so they create prefabricated milestones designed to prompt you to engage.

What do we want them to say?

Garth was in town and there was no room at the inn.

My hotel reservation vaporized and it appeared as though I didn’t even have friends in low places. My pal Brian and I trudged along from city to city in our hotel treasure hunt until we uncovered the last room available.

Entering my room to unpack my case I noticed a desk for my computer and quickly realized there was no electric outlet to plug into. On hands and knees I discovered an outlet behind the dresser next to the desk. The only way for me to plug in my computer was to move the furniture.

The very reason the desk was there – to be a work station for my computer – was rendered useless because of the way the room had been designed.

Shameless!

My recent birthday was spent in Section 122, Seat 13, at Wrigley Field on Chicago’s north side; nothing short of baseball heaven. But that’s not the story.

When the folks at Wrigley Field found out it was my birthday I was immediately ushered to Customer Service where I was ceremoniously awarded an “It’s my birthday” sticker while being serenaded with “Happy Birthday” by those charged with creating memories for fans. And they did.

And it didn’t stop there.

On last week’s show I yakked about Delta Airlines’ new campaign that invites Medallion members to reclaim their status “when life puts your travel on hold.” The campaign focuses on encouraging travel from previous frequent fliers because Delta knows they are twice as profitable as low fare travelers.

What can we radio folk learn from Delta’s campaign?

Heavy listeners deliver on average 4x the occasions and TSL as light listeners. Not all listeners (or airline passengers) are created equal, at least in Nielsen-think.

In a PPM world, losing even one high AQH panelist can mean losing thousands of cume and hundreds of average quarter horses. Losing even a handful of meters can drop your ratings like a rock. That can happen when your station doesn’t remain top of mind in a world of choice. Consider how easy it is to skip your favorite restaurant or miss your favorite TV show simply because life gets busy.