We’ve been deeply saddened to see the rising death toll and massive destruction accompanying the wildfires in California. It hit closer to home as our friends at All Access were forced from their offices and the terrible loss of Joel Denver’s home. The event serves as a high-profile reminder of emergency preparedness at radio stations.
Many areas of the country are seeing more routine weather extremes. These events are among the most potent TSL shifters we know – to the point that we used to quip about it being the ultimate promotional tool for spoken word formats, if only we could figure out how to schedule the events across important books. These data from our Ratings Prospects Study show the gravity of severe weather to change listening – especially among spoken word listeners. And, while not shown here, when you view the data through the filter of those most likely to participate in the ratings, the possibilities get more enticing still.
For routine severe weather coverage, NuVoodoo EVP/Marketing, Mike O’Connor has developed a new capability for the NuVoodoo ad tech stack: First-Alert Weather Branding. Of course, spending money on severe weather-center branding makes little sense during a string of beautiful, sunny days. With NuVoodoo First-Alert Weather Branding, we can limit client campaign exposure to Nielsen hot Zips, and deploy budget only when those Zips have a threat of severe weather in the forecast. Mike’s posted a short webinar on these new campaigns at nuvoodoo.com/webinars.
Most importantly, these opportunities only pay off when the station is prepared to be at its best when the situation outside is at its worst. It’s a strong reminder to make plans now for the possible calamities and weather extremes in the future. How would programming change? Who would be responsible? What resources are needed?
While you probably won’t need to consider marketing your coverage on a music station, it’s still important to have a plan in place. In the worst occurrences, you wouldn’t want your station to be plowing on through another 10 songs in a row while people are in danger. You won’t be able to anticipate everything that may happen. There will be unexpected aspects in any emergency. But, planning today will absolutely increase your readiness tomorrow.