Marketing through program dodging: section 1
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If you already attain a radio station, you probably have a market strategy already, even if its implicit. tho it whitethorn be confused or contradictory. By dragging your marketing strategy - and the assumptions it embodies - into the light of day, everybody house examine it more clearly, and maybe even mitigate it.
A marketing strategy for a radio station bequeath answer these questions:
1. What are we difficult to do with this radio station?
   (And how will we know if weve succeeded?)
2. What miscellanea of people are we trying to reach?
3. What do we ask them to think about this station?
In radio forethought jargon, those questions are referred to as station objectives, target audience, and positioning.
Those are questions that either(prenominal) radio station might ask. But a connection radio station can go beyond those, adding questions such as...
4. How can this station strengthen this residential area?
5. How can we improve the give ways of the people we serve?
6. How can we build a community of listeners, helping them by encouraging them to communicate with each other, and not merely listening to this station?
These are serious questions. If you live in a rich country, perhaps they seem overblown. Radio is such a minor part of peoples lives, some broadcasters say. How can our station possibly improve the community in any way? How can we hope to do more than entertain.
But in developing countries, where radio is expensive, a station will have to justify itself in terms of its social value. For example, in southern Africa where AIDS is rife, a vital role for radio is in social marketing: getting people to counterchange their behaviour, for the sake of community health. In those countries, the success of radio is deliberate not in terms of audience numbers, or gold raised, but by changes in life expectancy.
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