Solution
The Ticket was signing up an average of 75 new listeners per month to its text club database, a figure that was insufficient to them. To increase activity, the programming team updated all of its recorded promos with an invitation to join their text club, and pushed it heavily on air and on its website.
Results
In the first two months, the station opted in 2,615 new members. Also, the Ticket sent a text push to its entire database encouraging listeners to tune in for a major announcement. PPM data showed that the station’s cume doubled in each of the three quarter hours that Cowboys programming push messages were sent to the station’s text club.
“In a PPM world, getting as many listeners as possible to all tune in at the same time is critical. Enter push text messaging for breaking news. On October 14th in Dallas Fort Worth there were 3 breaking sports stories in one day and we sent text message alerts to our database for each one. In every case, our cume spiked in the quarter hour immediately after the text message was sent. Tune ins equal cume, time spent listening and higher AQH shares.”
– Jeff Catlin, Program Director, 1310 The Ticket