The Incredible Power of a Well Branded Feature

The Incredible Power of a Well Branded Feature

by Tracy Johnson

Most of the time, we make it too complicated for listeners.

Programmers and air personalities both have a tendency to want to do more. We add more features. More games. More promotions. The problem is, listeners can’t sort it all out, and as a result, they don’t get any of it.

In Content Superhero, Chapter 2: What Causes Tune In, we share several key conclusions from our groundbreaking study on how listeners behave. But perhaps the most important one is to place more emphasis on fewer things.

If broadcasters treat each feature as it’s own brand, and the focus is on marketing that brand, you don’t need many. Just one great feature can set you apart if you make it famous.

Here’s how powerful that can be: One of our clients have curated a strong feature for several years. It’s part of the station’s DNA. In a perceptual research project, we asked their listeners this open-ended question:

If (station) went off the air forever, what would you miss most?”

The answers surprised us:

  1. The variety of music. No surprise here. This is obvious.
  2. The branded feature. Wow. That’s powerful.
  3. The talent that presents the feature.

At first, some talent would be envious that their feature seems more valuable than their personality. They shouldn’t be. The mini-brand is an extension of their personality.

But what makes it especially powerful is anticipation. Look at this EKG of a break:

 

EKG Anticipation

 

Notice the blue line. This represents the station’s P1 audience, those most familiar with the show (and the feature). See how it leaps as soon as the feature is introduced, in the first few seconds of the break? That’s anticipation of something they look forward to.

We’ve promised our client not to share their “secret weapon”, but will tell you that it’s on the Top 10 Personality Features list. But here’s the thing: It’s not the power of the feature itself, but rather how it’s been presented, promoted, marketed and curated.

Get more on this by checking out Content Superhero Chapter 2, Content Superpowers: What Causes Tune In?