In order to engender brand loyalty and generate a continuous flow of referrals you must find ways to listen to and interact with your target market. If you listen with “big ears” you will come to know your target market very well and you will be able to serve them better than your competition does. Here is an example of how a LA radio station has built a loyal audience over 27 years by listening with big ears.
What is the first radio station that comes to your mind in your marketplace? For us, it is 94.7 THE WAVE. Their brand category is smooth, adult, contemporary music. Broadcast from, Los Angeles, it reaches us here in Santa Barbara. Some of the artists you hear on The WAVE are George Benson, Adele, Sade, John Legend, Beyonce, Kenny G, Simply Red, Vanessa Williams, Dave Koz, Santana, Anita Baker, Boney James, Luther Vandross, Chaka Khan, Sting, David Sanborn, Seal, Norman Brown, Mariah Carey and many others.
This station really has its branding act together! They call the station the “smoothest place on the dial”. And, they know their target market very well indeed. Each Sunday, the station broadcasts live from two restaurants in the area. Fans can meet the crew and each other while enjoying Sunday brunch during the broadcast. They also produce major concerts featuring the artists that they play on the air.
These live events allow the station to listen to and interact with their target market and that encourages brand loyalty. We have been listing to THE WAVE since they first launched in 1986 and missed them when we lived in Napa.
Organizing events that are not entirely focused on marketing luxury real estate and then inviting your sphere of influence can give you the opportunity to interact with and really listen to your target market. For example, host a wine tasting at your office and feature a local winery or purveyor of wines.
How can you listen and interact more with your own target market?
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