| Case
Study - Radio Interactivity
Industry:
Radio Broadcasting
Clients:
5FM, Metro FM, Kaya FM and Classic FM
Background
Since the arrival of radio, music listeners all over the
world have always been faced with a common and enduring problem
– They hear songs on the radio, but it is a constant
challenge to remember song titles and artist names of the
music that they like. A simple question like “Who sings
that?” is critical when it pertains to the music industry
because knowing the music that one likes is fundamental to
buying and clearly an essential step in the purchase cycle.
The Campaign
Mybeat has developed a number of radio campaigns in conjunction
with its radio station partners to encourage listeners to
interact with the radio station and become part of the radio
station’s community. Campaigns have involved competitions
and voting (the Metro FM -Mybeat ‘Hot song of the week’)
and have also combined ‘Personal Playlist’ giveaways
and website interactivity. The objectives of these campaigns
were to receive listener feedback on playlist scheduling,
create more effective and interactive shows, build listener
profiles and accumulate database information.
Benefits for the radio station
New interactive services to offer listeners.
Non-traditional revenue opportunities.
Innovative solutions to build customer loyalty.
Accurate statistics and listener database profiling opportunities.
Results
- To date thousands of radio station listeners in South
Africa have utilised Mybeat’s mobile music service.
The results have been overwhelming. Mybeat’s SMS service
has been shown to appeal to consumers of varying age groups
and backgrounds.
- Customer adoption rates and repeat usage is growing daily.
- The research aspects of the Mybeat service have proved
highly effective. The radio stations have access to listener
information in real-time and the results are beginning to
effect decisions with regard to music airplay and rotations.
- Consumers have been driven into retails stores and music
stores are experiencing increased traffic.
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