Extending Your Brand to Digital Platforms
I used to have a saying, probably not mine, but I liked it. “If it’s on air, it’s online”. Sometimes I’d go as far as to say if it’s not online…is it worthy of being on air? I know that’s a little rigid, but it certainly forced me to think. What’s the point of the bit, feature, or promotion if it can’t be extended? The ability to extend the content of your terrestrial signal gives you a couple things.
First you extend reach, which expands the awareness of what you’re doing. You’re marketing yourself even if it is through platforms that you own like a website or a mobile short code.
Secondly you get valuable feedback. You find out what people really care about. Check your metrics and see how much engagement there is with your morning show, lunch feature, or quarterly promotion.
Here are some simple questions to help expand a features digital impact.
- Does this have an online application? (Engagement)
- Does this have a mobile application? (You at least have Twitter)
- Where else could we promote this? (Social Media)
- Can we get this on Mp3 Players? (Podcast)
- If we promoted this at a remote or event could we drive traffic back to the station or web?
- Would it be better if we asked for user generated content?
- Is there a video application here?
You’ll think of more, you’re smart. Next thing you know a feature is more than just on the air…it’s everywhere.
Appeared on All Access “The Digital Edge” Week of October 23, 2009. Get the latest at http://www.allaccess.com/digital-edge
Tags: brand, Digital, feedback, radio, social media, twitter
Comments