Some of these items are related to what I wrote previously, while others haven’t been fully addressed yet.
We’ll chiefly be talking about the product, the demographic, and influencer endorsements.
As I stated in the post on The Campaign, I’m just the marketing guy.
I have no real expertise on the subject of radio and am not remotely qualified to produce an actual show.
That said, I can make some intuitive suggestions that might be helpful to the distinguished radio executives who might want some input.
In the post on The Campaign, we talked about our imaginary program, The Mark Dogero Show.
I would suggest that the show use intro music that appeals to the demographic. But this in and of itself means almost nothing, as our particular demographic is known for its eclecticism. (See here for a full explanation.)
However, the obstacle is once again the way!
To appeal to our target demographic’s variety of preferences, simply recruit local independent bands to play a new intro song before every show.
There is no shortage of such bands who crave such publicity, and in keeping with our eclectic style, we could even tailor whatever song we pick to the main theme of each episode of the show.
In the post on The Campaign, we defined our target demographic thusly:
“For the purposes of this scenario, let’s say our target demographic is college-educated Seattle-area 18-34 year-olds with a Christian background who lean libertarian and who are most concerned about social issues such as poverty, homelessness, and abortion.”
However, I don’t think this is specific enough.
It focuses heavily on the demographic’s view of key issues, but it doesn’t add enough flavor to it. Most people aren’t totally consumed with the political process, and therefore don’t define themselves by their political affiliation.
The solution is to add in something to this mix that will make all the difference.
According to a 2015 report from the Entertainment Software Association, 61 percent of gamers identify as conservative.
The report also said that 61 percent of gamers aged 18-34 are in favor of budget cuts. 42 percent are in favor of school choice and 40 percent support the use of military force in foreign policy.
Therefore, the logical step would be to rewrite our target demographic as college-educated Seattle-area 18-34 year-old gamers with a Christian background who lean libertarian who are most concerned about social issues such as poverty, homelessness, and abortion.
Everybody needs a hobby.
In the post on The Campaign, I mentioned that it might be tricky recruiting “influencers” who have a hold on our target demographic to be on the show because of its political nature.
My solution was to invite potentially hostile guests to be on the show and then have “Mark Dogero” use it as an opportunity to show off his policy smarts.
While this could be done occasionally, I have since rethought this strategy.
Since our target demographic leans libertarian and conservative anyway, especially when we factor in “the gamer vote,” I believe it would be more prudent to simply invite a wide variety of libertarian or conservative guests.
We don’t want to identify them as “Republican.” Rather, we would simply bill these guests as ideologues who stand for conservative or libertarian principles, totally separate from any particular political institution.
The idea here is to appeal to the sense among this demographic that Republicans are bad, conservatives are suspect, and libertarians are trustworthy.
If we use the correct labels as bait, we can hook them on the substantive philosophy and discourse that lies behind the curtain. Remember, Millennials want to be on the side of the good guys.
A warning: We must also be careful not to alienate the hardcore conservatives in our target demographic’s ranks, who may be more numerous than we suspect.
Thankfully, we can use targeted ads to turn this wrinkle into an advantage. Gotta love those things.
Thus ends the series on how talk radio can attract Millennials. I dearly hope that some wise programming executive happens to read all this and say, “What a great idea! I should hire Levi Sweeney as a marketing consultant!”
Hope springs eternal.