Playing to the market

MARKETING: As content competition on air gets tough, radio channels like BIG 92.7 are looking at their promotional strategies to outscore competitors.

Differentiation is a big factor in the crowded FM radio space. While content is something where differentiation for these channels has become a tad difficult, with almost every channel airing similar kind of music at all hours, it is down to unique marketing initiatives which these radio channels are venturing into to stand out of the crowd.

BIG 92.7 is one such station that has upped the ante on the promotional front. It recently tied up with Big Bazaar nationally where each Big Bazaar outlet will play BIG 92.7 music exclusively. Apart from this, street marketing is another area where this channel is venturing in a big way.

The channel has launched BIG booths in outdoor locations from where it will host shows. It also plans to conduct live shows from listeners' homes. Single frequency radio sets are being set up in cabs and rickshaws across the country to promote the channel.

The channel recently distributed about 10,000 free single frequency sets especially designed for cabs and got these installed in Reliance Web Worlds and a few other small and medium retail outlets.

"It helps in getting listeners to sample our music and makes them want to come back again and again, says Anand Chakravarthy, national marketing head,

BIG 92.7. "We are hopeful that these marketing initiatives will give us an edge over the others as we are trying to get more listeners through it."

Chakravarthy admits that it is extremely difficult to differentiate in a cluttered market but if one chooses one's points of differentiation strategically then it is possible.

"The main area for differentiation for radio channels has to be music and content, and it is one area where we've been different from the competition."

While 80 per cent of the music for other channels is post 2004 and contemporary music, BIG plays music from the eighties and nineties as well. As Chakravarthy puts it, "Listeners don't want new music only but they want good music from each era."

Interactivity is another area where the channel is undertaking a lot of activities. Hosting live shows in people's homes and hosting RJ parties in its studios where people can come and interact with them, are other things which the channel has been doing frequently.

The company will spend about Rs 35-40 crore on marketing and promotional activities in 2007. "We will continue to come up with initiatives which will help our brand grow bigger and attract more listeners," he adds.