Radio City 91.1 FM will launch a new loyalty reward programme as it readies itself for the next level of FM expansion post Phase III. This new initiative is expected to go live next week across all cities where Radio City has operations.
Apurva Purohit, CEO of Radio City, called it a “very big” initiative. Explaining the concept of the loyalty programme, Purohit said, “What we want to tell the listener is that, for interacting with us more and more closely, we are looking at gratification for you. The listener, once he calls in, will get a return message with a unique ID and code number. He can then keep racking up points, which can be traded for rewards.” In the first stage, the rewards will be provided by Radio City and a few local retailers (per city) that the station has tied up with. This would include invites to Radio City events, opportunities to meet celebrities, etc. However, Purohit said the plan is to get advertisers and brands involved in the process in the near future.
“The other aspect of this initiative is the fact that we will get more data to analyse and fine tune our product to better suit the consumer. If you have a loyalty card, we can also create a special hour, based on requests coming in from loyalty listeners,” she said.
Though the loyalty programme is a major initiative for Radio City, it is just the second step in an ongoing, month-long brand campaign that the station kicked off earlier this month. With the tagline “City First Toh Aap First”, the campaign is currently live across India. “The big story for us is that after a fairly long time we are going for a brand campaign. We thought we needed to do this because over the last few years the consumption pattern for media has changed,” said Purohit.
Citing research carried out by the station, Purohit said that two key findings were made; consumers are looking for value additions in their life and they want to interact far more closely with the brand they are consuming.
“Viewers have the flexibility to pick and choose. With a media brand the interaction can go up to an unimaginable level. We decided that rather than just get listeners to call us, they can decide what they wish to consume, how and when to do it and the distribution vehicle. For example, does he want to hear our radio station on terrestrial or digital? Even in terrestrial, does he want to hear it on the phone or at home? Can we give him more options when it comes to digital? Can we interact and ask the listener to give us points so that we can build a close relation for which he gets rewarded? This is where the idea of the new campaign came from,” she explained.
To reflect this shift, Radio City will also emphasise on content around tips and local city-based information. When asked whether the station would be changing its programming strategy, Purohit said, “The fact that we are putting the consumer at the centre and listening to him, indicates a marked change. The music we play has always been well researched. We analyse the songs every 15 days and create a performance index. However, the content to some extent was a push strategy. It will not be like that any more.”
Purohit admitted that one reason for this new brand campaign and the launch of the loyalty programme was the impending Phase III auction. “The industry has been waiting for three years for Phase III. Clearly we have an expansion plan. We wish to be relevant and large enough. We thought it was a great time to refresh the brand and increase its relevance. The aspirational need of people, especially in smaller towns and cities is great. With Phase III we will be going to even smaller towns and we wanted to be relevant to those listeners who will be our audience,” she said.