Seven Steps for Classic Hits

We’ve created 7-Steps-To-Success by borrowing from the book by The 22 Immutable Laws of Marketing. The book was authored by marketing wizards Jack Trout & Al Ries. These Laws seem especially clear in their application to Classic Hits - Oldies.

1.The Law of Leadership.
Most Classic Hits - Oldies stations were the first in the market and have the opportunity to become synonymous with Classic Hits - Oldies. Become the brand name. I many markets, there is only ONE to a market, so why not have the format name as a part of your station name?

2.The Law of Category.
If you're not first, then create a new category. Oldies radio stations have created a category called Classic Hits. As the first station of that type, the strategy is to promote the category. Before competition, Hertz promoted car rental . . . not the specific values of Hertz car rental. They could do that because there wasn't an alternative when someone wanted to rent a car. Classic Hits stations in many markets face no competition and as such can use this tactic. A second application of this law would be to program so that the station remains true to the category. Don't dilute with music or features that don't fit the category. Be more “Classic Hits” than “Classic Rock.”

3.The Law of the Mind.
Has your station advertised enough to be first in the mind of the listeners? The book lists a number of products that were first in the marketplace, only to be overcome by a competitor who has heavy marketing. Will you allow your competition to out-market you and take your position?

4.The Law of Perception.
Reality is what listeners believe to be true . . . not necessarily what is on the air. If there is a perception that your morning show is too talky, simply cutting back on the talk won't change that . . . it must be promoted. And, considering how slowly perceptions change, that promotion must be aggressive and sustained. A dangerous perception that Classic Hits - Oldies stations can suffer is that of being "out of touch" with today . . . simply a nostalgia trip. This is partly due to guilt by association in that Classic Hits - Oldies stations play only old music. Even if a station doesn't do a lot of nostalgic elements, the perception may still grow. It's necessary to be topical and contemporary to avoid this perception, and brand the station accordingly, such as “Super Hits, Classic Hits, Etc”.

5.The Law of Focus.
The simpler the message, the easier it is to put it into the mind of the listeners. The clarity of the message conveyed in the word Classic Hits – Oldies is a real strength of the format. Stations can use this law to focus even further by also owning the key attribute of Classic Hits - Oldies. . . FUN!

6.Law of Exclusivity.
Two stations can't own the same word. Classic Hits - Oldies stations should promote that theirs is the only station to use when listeners want Classic Hits - Oldies. Find the word that best describes the music you play and POUND IT on the air.

7.The Law of the Ladder.
Most Classic Hits - Oldies stations are on top of the Classic Hits - Oldies category ladder. If not, they must develop a new ladder. The book comments, "A mind accepts only new data that is consistent with its product ladder in that category. Everything else is rejected." Only the first Classic Hits - Oldies station in a market can state, "We're (city's) Classic Hits - Oldies station." Only the second station in a Classic Hits - Oldies battle can say, "We're Classic Hits Frequency/WXXX.", with that said, if you are the second Classic Hits - Oldies station, we have strategies to overcome the “Mind Set”, and re-brand the second Classic Hits - Oldies station as YOUR Classic Hits - Oldies station. You need to move the target.

The Conclusion:
We’ve seen listeners revert to “better times” when things turn bad. Music on an Oldies (or Classic Hits) radio station reminds the listener of the “better” days or “the good ol’ days” and that in its self can be a promotion that attracts listeners. If you can make me forget the trouble of the present, but remembering the past, without sounding like you are living in the past you’ll find that your ratings will grow.

The troubles we face (as a society) are real and true. Provide fun! Make me forget! Give me an escape! Continue to live in the TODAY!

That is the secret to being successful with the Classic Hits – Oldies format.