“Did you call out my daughter’s name? A friend told me to call. I’ve never listened to your station before.”
I’m told there is a newspaper with a remarkable circulation rate – 100%. Yep! Everyone in town reads it. The country wisdom of the publisher describes it in three words:
Names, Names, Names
He says that every Tom, Dick, and Harry, and every Donald and Hillary read his newspaper because they want to see if their name was in it. (“Made to Stick”, by Chip and Dean Heath)
What if your station was littered with the names and voices of your listeners? A community of sounds, maybe introducing traffic, weather, birthdays, anniversaries, or lost dogs, and ultimately creating word-of-mouth.
What if the very design of your station revealed your listeners?
The power of a name was evident in social media when Starbucks recently offered a $5 eGift card to those who would “@tweetacoffee to” the Twitter handle of a friend. “This can be between the closest of friends, the most distant of colleagues, or even between people who have not even had the chance to meet yet in person, but have connected in some way on Twitter. We love the possibilities that the Twitter community can unlock to share acts of kindness with one another.”
…in a world of cookie cutter formats programmed remotely by people who couldn’t even locate your city on a map, the most effective viral marketing tool was simply the power of a name.