"Your business is your brand. Your brand is not your business...be what your imaging says you are"
That was a statement made by radio consultant Alan Mason, at the 2009 GMA in Nashville.
Very poignent and something good for Christian stations to learn. The following guidlines will enhance your imaging in regard to your slogan and positioning statements.1) Don't have multiple slogans. Just one. Period.You can use quite a few creative lines to describe your station, your ministry, your purpose. BUT have only ONE main slogan.
Your positioning slogan, might or might not your call letters but, where possible should contain your frequency. BUT
Your positioning slogan, might or might not your call letters but, where possible should contain your frequency. BUT Be careful not to lock your main slogan in on only ONE aspect of your purpose,especially if it's not the main reason people are listening.
The main reason people listen to Christian radio is: it's "Christian" Radio." Don't ever forget that. It's good for their spiritual life. It keeps their mind on God. (Those are their reasons. Their words. Not mine.)
So, the most effective positioning statement should reflect the "spiritual" reasons people listen. The other reasons (safe for little ears, positive music etc.) can be woven in as PART of your imaging package. But as another consultant has hinted, even those statements may have "run their course" and may be losing their effectiveness.
Some suggestions of slogans that reflect more of the main reasons people listen: "keeps your mind on higher things" "God Listens" "Radio for Real Life" "Radio for your mind, body and spirit."
Once you have ONE slogan, (one that is a bit broad.) You can then build imaging that reflects "various aspects" of that slogan.
I like to use this example of focusing on ONE of the more minor aspects of your programming. It would be like a Classic Rock Station that has all their promos saying,
Think about it. And make sure your slogans, imaging and station liners to reflect the top 10 reasons people are listening. (With MOST of the weight given to the reasons that come up the most) Then you will BE your "brand" as they say in business. You won't have "the tail wagging the dog." You'll connect with your audience more. You will BE your imaging.
-Rick McConnell
(Articles provided by Rick McConnell. Starting in Christian Radio in 1978, he has been doing voice overs since 1986 through his company, Monumental Studios in Denver Colorado. Find out more about the Imaging Package called "Airshow", Voice and Production Depot and more, by CLICKING HERE)
Very poignent and something good for Christian stations to learn. The following guidlines will enhance your imaging in regard to your slogan and positioning statements.1) Don't have multiple slogans. Just one. Period.You can use quite a few creative lines to describe your station, your ministry, your purpose. BUT have only ONE main slogan.
Your positioning slogan, might or might not your call letters but, where possible should contain your frequency. BUT
Your positioning slogan, might or might not your call letters but, where possible should contain your frequency. BUT Be careful not to lock your main slogan in on only ONE aspect of your purpose,especially if it's not the main reason people are listening.
OK, I know I am going against the grain on this one. Many stations in the past few decades have locked their imaging into one main benefit- and built their imaging around it.The biggest examples are "family friendly," "safe for the family," "positive music," "safe for little ears.." etc.
Those are some of the reasons people listen. And they ARE great reasons! But in my interviews with hundreds of Christian radio listeners, those aspects only come up about 15%- 20% of the time. I am still perplexed why stations push these when listeners really are not really listening for those reasons. (for the most part.)
Those are some of the reasons people listen. And they ARE great reasons! But in my interviews with hundreds of Christian radio listeners, those aspects only come up about 15%- 20% of the time. I am still perplexed why stations push these when listeners really are not really listening for those reasons. (for the most part.)
The main reason people listen to Christian radio is: it's "Christian" Radio." Don't ever forget that. It's good for their spiritual life. It keeps their mind on God. (Those are their reasons. Their words. Not mine.)
So, the most effective positioning statement should reflect the "spiritual" reasons people listen. The other reasons (safe for little ears, positive music etc.) can be woven in as PART of your imaging package. But as another consultant has hinted, even those statements may have "run their course" and may be losing their effectiveness.
Some suggestions of slogans that reflect more of the main reasons people listen: "keeps your mind on higher things" "God Listens" "Radio for Real Life" "Radio for your mind, body and spirit."
Find out the 10 main reasons your audience listens. Then build imaging around those reasons. Then weave those in here and there in your imaging and announcer liners. But never build your MAIN imaging slogans around them.
Going back to my opening point: Let you IMAGING statements BE what you are already doing.
I like to use this example of focusing on ONE of the more minor aspects of your programming. It would be like a Classic Rock Station that has all their promos saying,
"We play Creedence Clearwater Revival!" Hey, I like Creedence. But I'd sure think they were off their rocker if they ran that liner 5 times an hour. 7 days a week.
(Articles provided by Rick McConnell. Starting in Christian Radio in 1978, he has been doing voice overs since 1986 through his company, Monumental Studios in Denver Colorado. Find out more about the Imaging Package called "Airshow", Voice and Production Depot and more, by CLICKING HERE)
