Ready. Set. Launch.
Build a Great Launch Campaign
Mixer is deployed, tested and ready to go. Now what? An effective launch strategy is crucial. You’re going to be asking listeners to change behaviors and develop new habits, so attack it with some careful planning!
Launch Objectives
Educate Your Listener
From your listener’s perspective, this is a brand new Listener Interactive experience. They probably aren’t accustomed to rating songs. They need to understand why they should participate, how it benefits them, and what they can expect and do as members.
Get the messaging right. Keep it simple and consistent.
“Have a say in what we play!”
“Here’s the brand new single from Ed Sheeran. Rate it and let us know what you think!” This is an easy front-sell.
“Rate. Earn. Get!”
How do they earn points?
Rate songs (there are three ways to do this!)
Answer surveys
Check-in to events
How can they use their points?
Support the on-air messaging with online and social content. This is a great way to educate them about how to rate songs, give greater detail about auction premiums, etc.
Stock Your Auction Block
If you don’t have an auction block with a mix of great premiums, both big and small, don’t launch! You do not want to invite listeners to check out your new program only to have them leave unimpressed.
Start with a bang.
As part of your pre-launch preparation, come up with something big and experiential. This will mean different things at different formats, and may vary greatly from market to market. Maybe its two tickets, meet and greet passes and a night’s hotel stay near the arena for the next big concert by a core artist. Can’t get meet and greets? Partner with a local restaurant near the venue and provide dinner. Or maybe a limo ride if it’s local trip.
Set your minimum bid at a number that they’ll need to work to obtain, so that they are immediately incentivized to rate songs and answer surveys.
Sweat the small stuff.
Include smaller items at launch too. CDs, t-shirts, coupons and gift certificates, etc. Smaller items will give new members something to bid on immediately, encouraging engagement.
Survey Says
Craft a couple of surveys so that new members have an immediate way to engage and earn points. Make them fun and light. Localize them. Favorite local craft beer? Favorite local sports team? Best local landmark? Best local band?
Over time, surveys are a fantastic way to create extra value for client’s as well, and they should be used to do so. But not every survey should be serious, so have some fun with them so that your listeners want to participate.
Got an existing database?
If you’ve provided us with an existing database to import, consider giving those listeners an exclusive time window before you go on-air and make a public announcement.
Send them an email (this can be done from within Mixer) announcing the new Listener Interactive program.
Incentivize them to sign-up by offering a lot of points to all new members (do this in Station Settings).
Give them an exclusive time period in which they can bid on the premiums in your auction block.
They’ve been loyal listeners in the past or they wouldn’t be in your database. Make them feel special and give them a good experience.
Looking good?
How do things look? Literally? Don’t launch until all of your graphic assets are in place! Multiple banners, both on mobile and desktop, promotional images, an ad, images for all auction items, events, etc. All of these things contribute to making a great first impression.