Reaching the top doesn’t guarantee you’ll stay there, especially when others are after your spot. Melbourne’s radio wars left the door open for strategy, and Wade Kingsley, The Creative Coach, and guided the audience through it, offering valuable lessons along the way.
“Change course immediately if you are wrong”
When a top hit breakfast show goes from one station to another, chances are loyal listeners will follow. But what about the audience on the new station? In the case of Kyle and Jackie O show, Melbourne radio lovers weren’t as welcoming as the Sydney ones. Markets are different and they paid the price of failure at adaptation. By sharing lots of explicit content for 4 months, they lost the throne to Jase & Lauren. Unfortunately, Marketing can’t solve every problem and the KIIS radio stars got humbled.
“People don’t know what they will miss until it’s gone”
Another fatal mistake Kyle and Jackie O made was to take a break, creating a gap that allowed their competitors to take over. Producers need to be really careful when they are removing personalities and strategically putting them back into the battle. Not everyone can eat from the same pie, Wade suggested to consider another angle or niche. Nonetheless, Kyle and Jackie are still going strong, but this is a special case.
“The key is to know which battles you are prepared to fight for”
There isn’t just one recipe to success.According the circumstances, you have to be strategic: Respect your audience and be agile.
