Harman Interactive LLC » public radio http://www.harmaninteractive.com Enhancing Revenue and Relationships through Integrated Marketing and Development Fri, 01 Jan 2010 21:13:05 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 Personality Counts http://www.harmaninteractive.com/2004/08/02/38/ http://www.harmaninteractive.com/2004/08/02/38/#comments Mon, 02 Aug 2004 18:31:00 +0000 betsyh http://66.147.242.199/~harmanin/?p=38 I just found this article at Grok.com called “Fine Tuning The WIIFM Dial: Personality Revisited” WIIFM stands for “What’s In It For Me?” and it’s an important concept to keep in mind in all of your e-marketing efforts. As people get bombarded by more and more e-mail, they will only pay attention to the e-mail that is really personal and relevant to them and offers them something of value.

The author of this article says, “You’re never gonna increase your conversion rate by pushing what you want to do in the way you want to do it, because there are lots of folks out there who don’t think or act or even feel the same as you. ” You really need to take some time to think about who you are talking to and what will be useful to them.

You can read the whole article here

At the recent Public Radio Marketing and Development Conference, Monica Ramsey from KEXP in Seattle talked about the very personal style their morning DJ takes when he e-mails the daily playlist. People love it. It’s not just a bland list of songs. It’s fun reading that people look forward to receiving every day and actively pass along to their friends.

So, that’s my random thought about e-mail marketing for today — remember that personality counts!

]]> http://www.harmaninteractive.com/2004/08/02/38/feed/ 0 Branding and Public Radio http://www.harmaninteractive.com/2004/04/01/29/ http://www.harmaninteractive.com/2004/04/01/29/#comments Thu, 01 Apr 2004 15:14:00 +0000 betsyh http://66.147.242.199/~harmanin/?p=29 Jackie Huba, co-author of a great book called Creating Customer Evangelists told me about an excellent blog on branding. It’s called Brand Autopsy. Jackie thought I would be particularly interested in this week’s discussion which is public radio pledge drive dont’s. There is some great stuff here. The blog author, John Moore, and others who write in say that stations need to take a few tips from the Creating Customer Evangelists playbook. They need to gather more feedback so they can use that knowledge to craft more effective pitches that are targeted to their audience. They need to do a better job of leveraging the brand. And, they need to better communicate the positive benefits of going from listener to member rather than taking the “begging” approach. John Moore said “stop the guilt approach” but I brought up that a little guilt can work well for some people and mentioned the piece that Ira Glass did a few years ago where he made someone in front of Starbucks sweat. Moore agreed that guilt can work if it is done in a really creative way like Ira’s piece. He even got the audio from Ira’s excellent guilt piece and linked to it in his blog.

Beyond the public radio discussions on this blog, I enjoyed a lot of what I found here. There is a very funny discussion on “A Brand Called Omarosa.” If you are a fan of The Apprentice, you’ll love it. So, thanks Jackie for telling me about this blog. I’ll read it regularly.

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