[2009 trends] Radio slick and savvy in 2009

There is no doubt that the new entrants are giving the old dogs a run for their money, forcing them to tighten their belts while increasing the levels of competition and a development of new trends in this sphere of broadcasting.

The November 2008 RAMS highlight a decline in listenership, time spent listening and revenue. Could this be time for an innovative approach in surviving the current climate?

According to Ntsibande, the change in trends is a result of listeners having adopted an "appointment listening" approach. They hop from one radio dial to the next because of a specific programming offered by different radio station or a preference of a particular DJ.

"That means that marketers, working on selling this medium of communications, need to be savvy and slick to ensure that their brands stay on top and stands out of the clutter."

"A classic example of a campaign that will always stand out the test of time is the Metro FM 'What makes you black' campaign. It spoke to all race groups but it wasn't about the skin colour [yet] it tapped into the listener's emotional psyche. Needless to say the station has enjoyed a competitive edge in the market as a 'soulful commercial brand'. Metro FM continues to enjoy top spot in the Sunday Times Markinor Survey and commands huge market share," says Ntsibande.

Brand positioning

Ntsibande further says that "having a clearly defined target audience and knowing your listeners' needs and wants will assist in crafting a strong blue print which will influence your content offering and your market positioning.

"DJs are biggest brand ambassadors; they must eat, sleep and live the brand promise. Brands can no longer be segmented by LSM, race, age. As a marketer you have to tap in to the typical listener's 'soul' and be a part of their lifestyle. Providing relevance and being a catalyst in their lives will gain you the competitive edge, helping you communicate with them in the most compelling way," says Ntsibande.

"Gone are the days when radio stations used to do an OB, give away t-shirts and have DJs making noise on stage. Events have become an important communication tool - they provide a platform for the listeners to interact in an informal yet intimate way with the brand. This is where innovation and creativity will be crucial because the potential listener will take the experience back home and will look forward to the next station event."

"702 Walk The Talk is an event owned by the station; it cannot be duplicated by competitors. It has a social message and speaks to listeners' lifestyle. Proof that radio events don't always have to be a wild party. Events can be aligned with the station's programming - CSI programmes - and still be entertaining."

Opportunity

Ntsibande also says that there is no doubt that 2009 will prove a tough year for radio marketers as stations will be cutting down on expenditure as a result of the economic downturn. However, this will present an opportunity for a slick and savvy marketing approach.

"This will be a period where previously ignored stations will be competing aggressively for market share as language will no longer be the unique selling proposition (USP) that positions them. [A] case in point, [the] recently rebranded Ligwalagwala FM and Ukhozi FM offer the same competitive advantage as a commercial radio station. The stations' brand communication, websites, music and experiential events provide listeners who are bilingual an opportunity to engage with the brand.

"[The] key word for 2009 will be return on investment (ROI); marketers must be able to demonstrate how their marketing strategies will contribute to the bottom line."