(By Randy Lane) Today, successful brands represent something bigger than their product, service, or show. For example, Patagonia is active in supporting our planet and climate change.

Being known for customer value creates brand equity that helps increase market share and long-term loyalty.

Many shows get involved with various charities and causes to give back to their communities. While it is admirable to help many organizations, RLC recommend to choose a relevant cause focus on and own.

In Iowa, 340,000 people are struggling with food insecurity. Laser 103.3 Heather and Wickett believe kids shouldn’t have to worry about when they’ll eat again. So they deeply involved with the Iowa Food Bank. The show and station recently helped create 40,000 meals and raised over $10,000 for the food bank.

Heather and Wickett staged a series of stunts to publicize the food bank. Wickett said: “I took the hot fries challenge (everyone knows I HATE hot food). I cried. Heather did the hot (hotter) gummy bear challenge at the same time.

Heather adds, “It was a fusion of hyper-local social media integration, listener-created content, charity, FUN and TSL-building intensity with an idea in the moment (the Jackass movie coming out in theaters).”

Nationally unionized from K104 Dallas, FromFrom in the morning engages in voter registration campaigns serving the values ​​and cultural needs of their African American and Hispanic audiences. Given voting restrictions in various states, providing vital voting information for in-person locations, mail drop boxes, and transportation has become even more essential for DeDe listeners.

Being actively involved in your community not only gives your show brand distinction, but it’s also a great way to create highly engaging local content today.

In the words of Heather Lee of Lazer 103.3, “If we continue to connect every dot and deliver real, listener-integrated cross-platform experiences launched from the mothership (your radio station and show), radio local can continue to thrive in a world where people might go elsewhere for the music.

VSContact Randy Lane by email at [email protected].