Thoughts about Communicating with 18-24
Whether in college or not, people of this age are a real challenge for radio programmers.
They are at a point in their lives where they are still creating their own identity.
I was reading some marketing research about this age group. It wasn’t designed for radio specifically, but maybe we can use it. What they found could be useful to you if you target this age group.
Don't:
Talk or refer to them directly in terms of their age or school.
Do:
Refer to your listeners through desirable lifestyle labels. Think about how they would like to see themselves and what they like to see themselves doing: attending movies and concerts, snowboarding, traveling, partying, changing the world.
What you're doing is thinking about what they aspire to. Put another way, you're putting them into their dreams.
It is a good thing to keep in mind, I think. And everything you can do as a radio station to be a part of helping them achieve or even understand those aspirations is great.
Small example: How many people go to the beach for a real Spring Break blowout? It probably isn't a large part of your audience. But do they aspire to go (if only in their most secret moments)?
If so, what are you doing to make them feel like a part of that lifestyle, if only vicariously?
They are at a point in their lives where they are still creating their own identity.
I was reading some marketing research about this age group. It wasn’t designed for radio specifically, but maybe we can use it. What they found could be useful to you if you target this age group.
Don't:
Talk or refer to them directly in terms of their age or school.
Do:
Refer to your listeners through desirable lifestyle labels. Think about how they would like to see themselves and what they like to see themselves doing: attending movies and concerts, snowboarding, traveling, partying, changing the world.
What you're doing is thinking about what they aspire to. Put another way, you're putting them into their dreams.
It is a good thing to keep in mind, I think. And everything you can do as a radio station to be a part of helping them achieve or even understand those aspirations is great.
Small example: How many people go to the beach for a real Spring Break blowout? It probably isn't a large part of your audience. But do they aspire to go (if only in their most secret moments)?
If so, what are you doing to make them feel like a part of that lifestyle, if only vicariously?
posted by Steve Casey Research at 1:25 PM
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