Using Song Research to Drive Revenue and Engagement
WRIS The Resistance, in Madison, WI, is employing an effective way to take incoming song research data, make it personal and meaningful for the listeners, and attach sponsorship dollars to it. They simultaneously serve each of the three critical database-health campaigns: Recruitment, Retention and Re-engagement, while also driving revenue.
Using Mixer-collected song research, they’ve created the High Five, a weekly segment airing at 5 pm on Fridays, counting down the top 5 songs as rated by the listeners.
The sponsor gets on-air mentions and online placements.
Members are incentivized to engage because their opinions can impact the playlist.
Non-members are recruited and dormant-members are re-engaged because they want to participate.
Visitors to the web page can see results of incoming, real-time research on the embedded graph. For members, this is validating. For non-members, it’s an incentive to engage.
Messaging is clear. Listener understands how to participate and when to listen.
Potential ways to add value:
Make sponsor-provided premiums available on the auction block, with appropriate tags attached.
Create a sponsor-related survey with tags attached.
Host a live-remote at the sponsor’s physical location. Offer points-incentive for check-in as well as on-site incentives/giveaways to draw listeners to the location. Use tags!
If a live-remote isn’t feasible, create a geofenced event spanning multiple days, and drive listeners to the location, encouraging them to check-in for points and additional on-site rewards.
Use any or all of the above to launch a retargeting campaign, based on warm-leads!
Keep scrolling to see more.
