A little more than a year ago, I made a prediction.
Turns out I was wrong. Very wrong
Last June, I commented on a new change at one of our radio stations in the Twin Cities (Minneapolis – St. Paul). The station is part of a national group that switched from having live on-air talent to pre-recorded clips of one guy.
My observation was that they did it to save money but that it would not last because listeners want people on the air, not automated clips of recorded people. I gave the “experiment” six months before they’d pull the plug and have real people back on the air.
Wow, was I wrong!
Here we are 14 months later and JACK FM is going strong with no signs of leaving (as far as I can tell).
Even more, they have developed a strong radio brand across the USA with this strategy.
This summer I have traveled a lot throughout the eastern and western USA. In almost every city I have found a JACK FM station. And I tend to listen to those stations when I’m driving.
At home, JACK is one of about five stations I’ll tune into on a regular basis. But on the road, I’m more likely to listen to JACK (if available) because I know what I’ll get.
Brands are a traveler’s best friend. Because, with brands, we know what to expect.
From hotels to restaurants to rental cars to retail stores, travelers can rely on big national brands to meet our needs even when we’re far from home.
When we travel, life’s uncertainties multiply. Every little routine we’re used to can be turned upside down or disappear completely. And this can make traveling stressful.
So, brands help provide consistency for us when we travel. They enable us to exert some control over our lives in situations where we have little control.
Brands can bring us the comfort of familiarity.
So, JACK FM survives and gets a little more of my ear when I travel.
And I’ve learned a valuable lesson about making predictions!