The Loyalty Trap


Seems like most radio stations that tried loyalty programs moved away from them over the past few years. They tended to be expensive in terms of added units and the results did not match the expectations.

Encouraging listeners to earn and use perks can lead to stronger relationships with Super P1’s and also increase word-of-mouth endorsements — but there is a danger.

Once you ask for a deeper emotional bond, you risk disappointment when you let these more-committed listeners down, which seems inevitable without a fully funded, separate department tasked only with making the program as compelling as possible.

If you haven’t already seen it, The Fatal Flaw in Loyalty Programs (And How To Minimize Damage) is worth reading.

I definitely believe your station should do everything it can to make those listeners most invested in your success feel special. They already love you, and giving them extra reasons to talk about why they love you so much is a good thing.

Just be sure your company, your local management and staff, have the resources needed to exceed expectations.

Because when we’re let down by those we’ve loved

well, that’s not something you want to see or hear.