This is for our radio affiliates….something to think about:

Last month, Arbitron released a research report that indicated 22.2% of PPM (People Meter) cume comes from P-1 listeners, accounting for 52.4% of the average station’s total AQH.

In diary methodology, P-1 averages remain at 35.7% of the average station’s cume, accounting for 70.4% of AQH.

Country radio consultant Jaye Albright asks the question:

Does the difference in the ratios mean that having one of your heaviest users in the PPM sample is 20% more important than it has been to achieve consistent performance in diary samples?

In other words, are your P-1’s even MORE important in a PPM world? If your answer is yes (as it should be), what are you doing to identify, recruit and reward those P-1’s? How are you managing the relationship with them to increase your chance of success?

Brand Loyalty should be a central focus of your programming, marketing and promotion strategy. The tools in your Triton Loyalty program are invaluable. We’d love to hear your thoughts, ideas and success stories.

Many times, administrators consider surveys to be an imposition on members rather than an opportunity extended to participants to express their opinions and be a part of your brand’s community.  Here are a few thoughts that will help you attract more activity and enhance the value of the relationship with members:

1)  Keep the surveys short.  The less you ask of the participant, the more you will get from them.  Their short attention span requires that we value their time with brief, to-the-point questions.

2)  Write interesting surveys.  Each question should be crafted to be entertaining, fun, interesting or engaging.   Write from the participant’s point of view, not from “what we want to get from them”.

3)  Promote surveys.  Activity increases with effective promotional efforts.  Tease the content via newsletters, email, on your web site and via your core brand values.  Entice members to participate by revealing partial results in frequent updates.

4)  Complete the Feedback Loop.  Validate their participation by sharing the information you gathered, and how it will be used.  When you demonstrate that  member activity is valuable, they will be eager to participate more frequently.

5)  Use Surveys Frequently.  Run surveys for short periods of time and add new ones regularly.  This insures that new content/information will be in front of members when they return.  That makes it more interesting and worthwhile to return.

For more information on how to use, manage and market surveys, please contact the Triton Loyalty Audience Engagement Team.

Creating a successful loyalty strategy relies on developing customer relationship through enhancing value.  You know how important it is to use an audience-centered approach to offer value that is meaningful, timely useful to the member, your brand and your advertising and promotion partners. The process of creating a successful strategy includes considering a mix of at least four types of benefits to entice participation.  Using these benefits effectively will help you maintain focus in execution over the life of your program:

1.  Initial Participation and Enrollment Offers: In an environment where consumers are inundated with advertising messages and solicitations to engage, it’s important to create instant gratification offers to attract registration.  In addition to an offer of points, consider using the “Instant Win” feature as a method of involving new members in participation.  You can also create exclusive contests only available to recent members (use the targeting feature of the contest module).  The sooner a new member enjoys the benefits after applying for membership, the more likely you will influence habitual behavior.

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In audience engagement strategy sessions, we stress the importance of clearly identifying objectives for performance.  Establishing standards, goals and expectations are essential for maintaining a healthy, growing database and monitoring activity levels.  But what criteria is best for setting those goals?  How does the administrator/manager know if he/she is tracking the right metrics?   It starts with establishing priorities by choosing exactly what to measure.

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When trying to grow business, a natural tendency is to seek a strategy that finds more new customers.  We see it all the time in the strategies employed by Triton Loyalty partners.  They focus on increasing the numbers in the database.  On the theory of increasing the number of people in your universe will lead to success.  It seems logical, but often causes unintended damage.

Seth Godin’s blog recently shared a hierarchy of value for reaching consumers.  He explains that focusing on turning strangers into friends of your brand is not only difficult, but likely to fail for a couple of key reasons:

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