Emotional ROI

I touched lightly on this subject back in February with my Nothing Lasts Forever insights. Today, I want to dive deeper into some thoughts on marketing and promotions in 2025 and beyond.

As many of you know, I have spent over 35 years in broadcasting. In that time, while so much has changed, some things really haven’t—and that’s not necessarily a good thing. I’ve had several conversations with folks over the past few years about brand marketing and promotions designed to increase listener engagement and loyalty. I’ll come right out and say it: I’ve seen very little change overall in how we design and, in some cases, execute marketing and promotional schemes.

Like with anything, it’s not black and white. There are several factors at play here, not the least of which has to do with the monetization of any given promotion and the lack of marketing budgets overall. My goal here is to at least inspire some of you to truly rethink your strategy.

Understanding the Audience

The first thing I want to talk about is the audience—truly understanding your listener and/or viewer. It’s been my experience that many of us have this idea of who we think our target is, and the reality is… we don’t. I’ve been guilty of this over the years myself. Many times, we’re using outdated data and profiles, or because of a client’s needs, we’re adjusting reality—and in the end, missing our target just to get “the sponsor.”

Look, you can talk yourself into anything. I’m sure someone could do a study telling us that fast food is the healthy thing to eat three times a day based on some sort of research.

In a future blog, I’ll cover my approach to building a listener persona—a sheet that should be updated annually to give you and your team a true snapshot of your target. To even build that persona, you need to identify who your audience is and then drill down into what makes them tick. Even more so—what keeps them up at night?

There are a gazillion sources of information with demographic and economic data. That’s the easy part. Truly understanding your listener or viewer on an emotional level takes work—and a lot of listening on your part.

I’ve had many conversations over the past few years with some of my younger friends. The insight I’ve gleaned into their lives has been incredible when it comes to how one might approach the next promotion or marketing campaign. When you speak to a need, help solve a challenge, or just give them an experience that makes their day brighter—you win. It’s really that simple.

Dialing in on the Target

So let’s assume you have a reasonable idea of your target audience. Based on my experience, it’s our younger segment that can be the most challenging—though I see upper-demo targets poorly profiled as well.

The profile of a 22-year-old, for example, can be a real challenge. The overarching theme when it comes to those in their early 20s is: they are trying to figure it out. They’re often worried about their career and life path, feeling pressure to get it right. The keyword here might be anxiety.

Why is understanding this part of their lives important? Because when you make assumptions that every 22-year-old is “happy-go-lucky” and their life is one big party, you miss by a long shot.

Dial it back to 18 years old and you have yet another layer of uncertainty—even for those with a plan. Where did I gather this information? Not from a research study, but from listening and asking questions. Not as a media person either, but as a genuine human.

Talk to your audience every day—and by audience, I mean target. Talk with them, not as a personality or program director. Matter of fact, you’ll gain more honest insight if they don’t associate you with a media brand.

Get to know your baristas and those working at the mall. You’ll suddenly realize why all of those “tickets” you give away every summer have little to no impact whatsoever on their lives (with the exception of ultimate concert experiences with today’s biggest acts, where ticket prices are insane).

Oh, I can hear you now: “But but they love this band and we’ll be at the show with banners and t-shirts promoting our brand—plus it’s sponsored!” Sigh. Yup. The more things change, the more they stay the same.

Creating Experiences That Matter

It’s time to flip the narrative. It’s time to say no to some things. It’s time to truly create experiences you’ll be remembered for. Folks, it takes work—and it means calculated risks.

Where do you start? With a blank canvas. Burn what you’ve done in the past. Matter of fact, if possible, take your folder of promotions from the past 20 years and ceremonially burn them in a fire pit if you can. Seriously! Fun and therapeutic. A fresh start.

Dream big. What experience do you want to create? Once you identify that, then—and only then—do you seek out the perfect partner to become your co-branded sponsor.

Example: College Students

Let’s think about college students—a demo that takes up a big share of Top 40 and Country. Many are venturing away from the comforts of home for the first time. A time when they’re both excited and scared out of their minds.

As an audio brand, what can we do? How can our personalities behind the microphone ease that anxiety? Sure, we can crack some jokes and give away a pizza party or two. But how about this: we create something that will impact their life daily as the semester starts.

Think dorm room or off-campus apartment. Creature comforts. That’s their home base for the next two to four years.

A simple Google search on current dorm room decorating trends or gift ideas for those heading off to university will give you a plethora of ideas on how to create the ultimate care package. Honestly, most items won’t be big-ticket. You know the old saying, “it’s the little things in life that count”? It really is.

Instead of a prize package, start thinking in terms of gift or care packages—like you’d send your son, daughter, nephew, or niece. A couple of pizza gift cards, tickets to a cover band playing in the park, and an oil change suddenly don’t seem so sexy, do they?

I’m telling you right now: an oversized beanbag chair, trendy comfy bedding, twinkle lights, and a Starbucks gift card will be worth more than if you gave them a chance to win a million dollars.

Less Utility. More Emotion.

You can apply this approach to any target. It’s about things that will enhance their lives on an emotional level. Less utility, more emotion. Make that your mantra.

Impacting more people with smaller items goes way further when it comes to brand recognition than “qualify to win one $500 gift card.”

Speaking of money competitions—i.e., “your shot at a grand”—please, I’m begging you: lose the pays your bills phrase! Bills are stressful. When you’re giving someone a shot at big money, think fun. Most people don’t play the lottery thinking it will “pay their bills.”

Marketing and Influencer Strategy

Let’s talk about overall marketing for just a moment. It’s time to think about influencers and brand ambassadors. We need to bring on—or contract out—folks who can extend our brands while building loyalty.

U.S.-based broadcasters are very behind when it comes to this, in my opinion. We have social media roles where the people in charge know how to post on Instagram and Facebook and are deemed as experts. Just because you can make a sweet graphic using Canva with a funny tagline does not mean you’re an expert. I’m not.

There is a science behind social media and influencer marketing. Your budget would be better allocated to this type of position versus a traditional Promotions Director.

Think about the different brands (outside of broadcasting) or influencers you follow. What can you learn from them? Why do you lean into their content? Use that free intel as a foundation to build a strategy for your brand.

One-on-One Communication

Finally, I want to touch on the platforms we use to communicate with our audience one-on-one. The days of the “phoner” are over.

Let me ask you this: do you talk on the phone or text more in your daily life? Unless you are an interactive call-in show (and even then, more and more programs are using inbound leads via SMS and then reaching out for an actual call), a messaging platform is key for successful interaction.

No matter what you pick, consistency is important for success. Don’t give three different options to communicate with your audience. If you’ve had success with your SMS text line, stick with it and grow it. If WhatsApp or IG Messenger is where you’re getting traction, great.

Just drive in one lane when it comes to soliciting audience interaction. You’ll find the audio messages on air become much cleaner and easier for the listener to recall how to reach you.

To Recap:

• Truly understand your core audience on an emotional level

• Design promotions that enhance their daily lives

• Communicate using brand ambassadors and influencers who spread your brand's passion

• Get comfortable with the tools they use to interact

Questions? Thoughts? What strategies have you used that have led to measurable success? I love talking and strategizing around these topics!