Promoting Phantom to More People

Declan A Walsh

A thought struck me from talking to someone yesterday. There are quite a few people in Dublin, who have either (a) never heard of Phantom or (b) have never bothered to listen, despite the fact that their music tastes would be satisfied to a significant degree by the music of Phantom.

There are of course numerous reasons why this might happen. In the case of the individual I was talking to, he is in his early 40s and has been very active in outdoor pursuits. But I think it is the people that are 35+ that Phantom seems to pass by, even though it plays potentially at least their kind of music, i.e. those of a certain music taste.

So I was wondering do more measures need to be deployed to promote the station and bring in those people, who, for example, never listen to radio but listen to a lot of music (recorded and/or live)? Obviously, these techniques might be relevant to the age groups under 35 as well, that are somehow being missed as listeners.

I think there is an opportunity here for Phantom, especially as the type of people I'm talking about are not listening to much radio in the first place - so Phantom has the field to itself here, in effect.

Now that it is in safe legal grounds, it has more opportunity to advertise itself to a wider public.

Possible methods of promoting or marketing itself (these are all subject to viability studies of course):
1. associating itself with outdoor-related organisations such as hillwalking clubs, caneoing clubs and orienteering clubs.
2. tv advertisements around televised music events.
3. flyers in shops where permitted, especially within shopping centres.
4. Erecting stands to promote the station at music events and shopping centres, and giving away various freebies and of course flyers about the station

What do other people think? I just believe there are many people out there that have yet to be pleasently surprised by what they hear on the radio, and increase the listenership of Phantom.