Branding a Unique Radio Station (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: KBAC 98.1 Radio Free Santa Fe

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of successful radio station.

Joining us on the show was Ira Gordon – Founder and Program Manager of Radio Free Santa Fe – KBAC 98.1; one of our sister stations at Hutton Broadcasting here in Santa Fe, New Mexico.

Ira created Radio Free Santa Fe 1995. After reviewing the competitive landscape and the needs of the Santa Fe market, Ira and his team selected the adult album alternative (AAA) listener as their target customer. The station focuses on unique music not available elsewhere and does not repeat songs during the day. KBAC frequently features artists coming through town live on the air directly from the studio. All of these are unique differentiators that set the station apart.

Ira keeps programming fresh by rotating songs frequently. His philosophy is to stay in their middle ground with occasional direction changes along the way. To stay on the leading edge of the right kind of music, Ira relies on intuition and his years of experience when going through the 60 albums he receives each week. He likes to research, discover new artists and is open to suggestions from listeners.

Ira shared that technology also allows established DJs to create their show and share it nationwide such as the programming we hear on satellite radio. As radio stations reduce the number of DJs technology also enables them to start their own online stations and see if they are able to build a following. 

Those branding guys talked about radio in general and how it is still a great, relevant medium for advertising because listeners tend to stick with the station through commercials.

Radio fun facts:

• Radio is the leading reach platform – 93% of people listen to radio
• Nearly 75% of Gen X listens to radio at work
• The top format is Country
• 66 million of Millennials use radio each week
• 265 million Americans listen to the radio 6+ times a week
  
  

Enjoy the show.

 Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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