MANAGE LISTENER RELATIONSHIPS
Everyone awake in most business sectors today have heard the concept "Customer Relationship Management" or CRM. In Radio it perhaps should be called LRM to designate "listeners", and it is equally significant.
The rules of thumb are the same: It costs five times a much to generate a NEW listener than retain an old one.
Ratings, like politics, also tends to generate more votes from people who consider themselves our "friends", no matter what they may actually listen to.
If we can help maintain a positive listener relationship with the P-1 core audience, we can "manage" the ratings and insulate your station from competitive attacks. Most of Crosshair's fulfillment programs, like database intelligence, listener segmentation, email enhancement services, postcard mailings, personal letters, listener cards, telephone messaging, etc are in support of listener retention.
May we recommend a strategy for your station?
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