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.

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Delta Airlines has launched a new campaign designed to entice former Medallion members to reclaim their prior status.

“When life puts your travel on hold”

Delta knows that some travelers are more valuable than others. Business travelers account for just over 10% percent of airlines’ passengers, but they are typically twice as profitable.

“We’re always looking for new ways to take care of our customers and that includes injecting even more empathy into travel … Loyalty goes both ways.”

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The United States of America was born 243 years ago with a Declaration of Independence, and a subsequent Bill of Rights for all citizens to life, liberty, and the pursuit of happiness. But as Americans we know that with rights comes responsibility.

The same can be said for your radio station.

Yes, you have the right to play any song you want. But you also have the responsibility of creating passionate fans which begins with a foundation of songs they know and love.

Yes, you have the right to talk about anything you want. But you have the responsibility of connecting with common interests and values, and communicating the bigger idea! That’s how groups become tribes, and tribes become movements.

Yes, you have the right to blabber on as long as you want. But you have the responsibility of communicating effectively, which means being prepared, purposeful, and precise.

Yes, you have the right to be among the lowest rated stations in your market. But you have the responsibility that goes with being the largest church in town. To fulfill that responsibility your station needs a clear purpose, a team of people that are united around it, and the passion and determination to execute the programming and marketing elements that make that purpose a reality.

On this 4th of July weekend, let’s wave our flags, shoot off our fireworks, and sing our patriotic songs…

…but let’s not forget our responsibilities!

“What are you NOT doing?,” my dad would say as he entered his teenage son’s room.

What I WAS doing was evident to him. Often nothing. He wanted to know the more important answer… that I WASN’T mowing the yard, that I WASN’T doing my homework, that I WASN’T, in his words, “making something of myself.”

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The ratings arrive. Our emotions react. There is running up and down the hallways and gnashing of teeth!

DO SOMETHING!

I’ve heard some pretty wacky ways that people have reacted to ratings. Moving the deejays’ shifts around, playing music from another format, and implementing formatics that make the station sound less distinctive and more generic.

“I’M NOT MAKING THIS UP,” as Dave Barry would say.

Making programming decisions based solely upon ratings is like driving with a GPS that shows only where you’ve been.

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