|Home > Contents > Previous Next | Sitemap | Search|
A lot of organizations think that marketing is something only their marketing department does. They see marketing as a machine: you feed the finished products into one end, and money comes out the other.
If you've read much of this book, you probably realize by now that marketing is much more pervasive than that. It's not a machine. It's a way of thinking about how everything the organization does can be used by others. Therefore all the people in the organization are involved in marketing - to a greater or lesser extent. It's useful to have a department (or person) to work full-time at marketing, but if nobody else on the staff participates in the marketing, that department will be ineffective.
Let's consider the main marketing roles, and how they might be divided among the staff. For example, the marketing manager would spend 100% of his or her working time with marketing, while the average listener might spend only 1% (by talking to other people about the station).
|General manager||Coordinate all activities; deal with major funders; hire staff||30%|
|Management board||Set policies and strategies; engage consultants||40%|
|Marketing subcommittee||Organize special activities||10%|
|Marketing manager||Run marketing department||100%|
|Publicist||Organize station's publicity and promos||100%|
|Sales rep||Help advertisers buy spots||100%|
|Scheduler||Schedule spots and promos||100%|
|On-air staff||Make listening a pleasant experience||50%|
|Receptionist||Welcome and help stakeholders||70%|
|Volunteers||Tell their friends about the station||5%|
|Subscribers||Support the station financially||5%|
|Listeners||Tell each other about the programs||1%|
I'll stop there, though the list hasn't yet included all stakeholders. And don't forget the marketing role of things, such as the website and (very important) the tea room or canteen, which provides a space where people can communicate easily.
Having listed all the people (and things) involved in your marketing, the next step could be to list all the marketing activities you'd like to do, and allocate somebody to be in charge of each activity. This is a marketing plan.
If you like this article why not subscribe to our free Participative Marketing for Local Radio mailing list to receive periodic articles and updates on relevant topics by email, refer the signup form below. Simply enter your email address then click subscribe. Your email address will only be used by Audience Dialogue to communicate related topics, will not be provided to any other party and you can unsubscribe easily at any time. A sample newsletter is available to view here.