The 21st century hasn’t been an easy one for traditional radio. Those traveling by car used to have no choice but to listen to the radio while driving, but today’s 30-somethings have never known a car without a tape deck or compact disc player and drivers of all ages can now plug their iPod into a jack and drive as far as they want without ever listening to the radio. Those who want to listen to the radio, meanwhile, often do so via satellite radio, which carries with it a fairly ample subscription fee but offers hundreds of channels and a minimal amount of commercials in exchange. And how about the pre-teen crowd? When they’re watching movies in the back seat, how can they ever develop a fondness for listening to the radio—and experience the surge of adrenaline when a favorite song randomly pops up?
Somewhat ironically, the best way for radio to remain relevant today is by connecting personally with listeners during in-person appearances by DJs at festive occasions such as grand openings and baseball games. It’s possible to further cement the relationship with listeners by embarking upon an email marketing campaign for local radio stations during these events.
The idea of pairing local radio stations and email marketing campaigns is a particularly savvy one because the people most likely to listen to the radio are the ones who still use email regularly. Younger people communicate via text messaging and social media, but those who remember listening to AM/FM radio and are still fond of the medium will be the perfect target of an email campaign for local radio stations.