Thursday, April 19, 2007

Bonding With The Workforce

Last Friday - we wrote here about a couple of classic rock stations getting their morning drive shows out to meet listeners. Excellent!

There's a lot more mileage in meeting and bonding with listeners at their workplace as opposed to inviting them to a bar or some other client-sponsored remote appearance.

With workplace visits, the station is invited by listeners - who are already on-site ; and its a great opportunity to convert non-listeners at the workplace into fans. They can't run when you're feeding them!

From around the dial:

KKPT/Little Rock gets out with "The Point 94.1 Office Patrol" - lunch and prizes. I just love the above graphic on their website!

In Hampton Roads, WAFX sends their morning team out to visit a listener workplace once a week with "The Fox Office Of The Week", t-shirts, free music downloads cards - and $100 cash to the person submitting the entry.

KMGN/Flagstaff morning man Eddie Miller goes by the local BK each week and then delivers the "Mid Week Lunch Stop". WMMQ/Lansing rotates airstaff each week for the "Office Ambush"; delivering lunch from Qdoba Mexican Grill each week to an area business. Also teaming up with Qdoba is WNRQ/Nashville with the "Workforce Invasion".

In Knoxville - WIMZ has lunch from Wendy's delivered by an air talent plus a WIMZ Rock Babe! Photos here. Babes rock. WNNJ/Newton, NJ does the "Workforce Pizza Invasion" with food and freebies.

WODE/Easton, PA does a fully-catered lunch/live broadcast each week from an area workplace as part of their "1 O'Clock Back To Work Perk" promotion.

San Diego's 101/KGB targets construction sites (not everyone works inside) with "Free Lunch Fridays".

And this is cool:
WEKL/Augusta visits area workplaces with a "Mayfield Dairy Ice Cream Break". Very nice! I scream for ice cream!

These things are so easy to do - food likely not much more than a trade for mentions - or your sales department can use as programming-friendly "added value". Help them help you.

Workplace appearances can do much to help loyalty listening to the 6a-7p daypart; where adult targeted radio stations get the bulk of their revenue. As PPM is introduced in the top 50 markets, the battle for workplace listening becomes even more critical.

I've read through the years that winning is 50 to 90 percent "just showing up".

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