How Can Satellite Radio Be More Relevant (Part 1)?
Is Satellite Radio Missing A Huge Marketing Opportunity?Today, I was traveling. I rented a car. The car did not have Satellite Radio. I am spoiled. As a subscriber, I am used to listening to whatever I'm in the mood for. I had several hours of highway driving ahead of me. I turned on the terrestrial radio. I wanted up-to-the-minute news on violence in the Middle East, Mumbai Bombings, the action in the stock market, and gang attacks in Sao Paulo. There is so much going on, and I need to be in the loop.
So here I am, embarking on a day of driving, I'm a totally captive audience. I start to scan the radio dial, and find a schizophrenic mish-mosh of musical styles, punctuated by brash commercials. And no news. What a waste.
What a great marketing opportunity for Satellite Radio.
Is Satellite Radio missing the "marketing" boat? Marketing could cover much more ground, attracting a much broader spectrum of users.
Currently, Satellite Radio is positioned as:
1. An iPod-Napster-FM replacement, competing on the music front.
2. A "fix" for sports addicts.
For both of these uses, music and sports, Satellite Radio is considered a "discretionary" purchase.
Now what do we know about the U.S. economy? Retail sales, housing, and discretionary purchasers are in a down trend, so from a marketing perspective, this is not a good space to occupy.
An opportunity emerges for Satellite Radio to distinguish itself: Emphasize NEWS, TRAFFIC and WEATHER. The focus should be on service as a necessity, a non-discretionary purchase. Satellite Radio enhances productivity. Those with long commutes to work may not have the opportunity to read the paper in the morning but could catch up by listening to news in car en route. What a time saver.
Emphasizing news, traffic and weather content truly distinguishes Satellite from Terrestrial. I figured this out. When will their marketing teams?
7/14/2006 10:27:00 AM
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