Page 16 - FOOTSCRAY LIVE Project - Marketing & Promotion_Neat

16 FOOTSCRAY LIVE - A NEXT GEN FM PROJECT

MARKETING

AND

PROMO TION

C O-ORDINA T OR

You have worked hard to produce a great schedule of radio programs with interesting guests and
engaging discussion. Now it’s time to implement a marketing and promotional strategy that will
attract and grow your listening audience.

IMPORTANCE OF IDENTIFYING YOUR AUDIENCE

Radio stations measure their level of success by ratings figures that are published on a periodic
basis. Ratings are the number of listeners across age, income type and time slot that a radio
station can attract during a period of time.

Identifying an audience and producing radio content that it wants to listen to is the main goal of
all radio stations. Consider your programming schedule and ask yourself who will be interested in
what you plan to broadcast?

To help you determine this here are some questions you should consider when you are
attempting to identifying your radio station audience…

• What is the potential age range of our audience e.g. 12-65 etc?
• What geographic region will they come from?
• When will they most likely listen?
• How will they most likely listen?
• Will the answers to these question be different for different shows?
• Does this mean that you will have to consider a number of different ways that you can
promote your programs to reach your audience?