Tracy Johnson October 22, 2014

The Power of Super-Listeners

You probably have enough listeners.

We would, of course, always like more. More is better. But I’m guessing you have enough to be #1 with your target.

The most important question is whether you have enough super-listeners.

You’ve heard of the 80/20 rule, which claims that 80% of a company’s revenue usually comes from 20% of their customers. The trend is actually changing to be even more dependent on the loyal core. Super-consumers now represent 10% of a category’s customers and account for up 70% of sales and an even higher share of profits.

Super-listeners are your core, your most active and loyal target listeners. It’s easier to reach them and influence them because they already like you. It’s easier to get existing fans to spend more time (or more occasions) than recruit new fans. This means that you can dramatically increase the efficiency of advertising and/or promotions. Instead of trying to activate secondary listeners through expensive mass- market campaigns or luring your less active cume that punches in only occasionally (and probably will never become a P1), focus on a narrow slice of customer base. You probably already know how to find them. They should be in your database. You do have an updated, active, smart database, don’t you?

Direct and digital marketing are much more effective with super- listeners. a small increase in the efficiency of promotional spending (including advertising, promotion and marketing) can deliver dramatic results when it’s properly targeted.

This is particularly true for older, established stations. According to New Media and Marketing, established fans can be effectively recruited to discover new uses for familiar brands and are faster to accept new offerings from companies they already trust. They recommend a focused marketing approach for best results:

They are a subset of heavy users who are highly engaged with a category and a brand. They are especially interested in innovative uses for the product and in new variations on it. Super-consumers tend to have more occasions and “jobs” for a product.

If you sell cheese, providing great recipes can increase consumption dramatically from existing customers. Just showing them how to use the product leads to new usage.

Similarly, super-listeners are activated when you provide new reasons to use your station. They already like you. Help them love you more!

Tracy Johnson Media Group develops and execute strategies that engage audiences and increase ROI with world class solutions for radio stations of all sizes. We work with the world’s greatest stations and air talent, from stations in small, local communities to syndicated shows in hundreds of market. Our team of consultants, talent coaches and promotion specialists customize services to fit your needs, from one-time projects, ongoing consultations, in-market and online seminars, workshops and speaking engagements.