For decades, retailers have used in-store music to draw customers into their stores to look around and spend more. Music tailored to that particular retail brand pours out into the space to welcome the customer and encourage them to take their time shopping, interspersed with in-store messaging about a sale or the benefits of applying for a store credit card for example.
Science has shown that music can have a powerful effect on customers that affects their mood, behaviour, and how they spend money. Your background music system should give you every advantage to do that. Whether it is a retail store, restaurant, or leisure centre, custom radio is the retail music system that provides you the ability to create and broadcast your own radio station.
Much Better than Local Radio
Custom radio is much better than local radio in that it allows you to control the content and quality of the radio station. You can choose the music genres, styles, and artists that match your brand and the preferences of your customers. You can avoid music that is inappropriate, offensive, or repetitive. In contrast, local radio has limited options in the music played, programming is out of your control and tends to play mostly advertisements with fewer songs being played. This can certainly break whatever mood you are trying to create.
You can also use custom radio to reach your visitors and members with advertisements targeted to their specific interests, along with announcements and promotions that are relevant and timely.
Local radio, on the other hand, does not offer the ability to connect with or engage your specific customer.
Play Different Music at Different Times of Day According to the Changing Demographics
Different demographics more than likely have different preferences when it comes to visiting leisure centres. Younger adults, 15 to 34 years old, tend to visit leisure centres more often on weekends and evenings. They tend to enjoy sports and recreation such as swimming or tennis and might prefer more energetic music with a beat, even rap or hip-hop. Middle-aged adults, 35 to 65 years old, tend to visit leisure centres on weekdays and mornings and spend their time on fitness and wellness activities such as spas and yoga. Their music preference will likely differ from the younger visitors, as well as older adults, age 65 and over, who tend to favor weekdays and afternoons. The latter group tends to spend their time on more social activities. They might also tend to prefer activities such as walking, bowling, golf, or playing cards. Your leisure centre music can be customised to change seamlessly throughout the day.
Automate Closing Soon and other Announcements
Unless your leisure center stays open 24 hours, you or one of your employees will start announcing the facility is closing 15 to 30 minutes ahead of closing. In this instance, you have to rely on your employee to know the right wording and timing to make the announcement. Why not make it easier for yourself and consider automating this process with a relatable, professional voice.
Run Promotions and Marketing Ads to Drive Membership
By using personalised radio advertising, you can customise advertisements to your customers’ specific interests and behaviors. These days people are inundated by a sea of advertisements on TV, social media, or anywhere else, they tend to tune it all out, making it harder to catch their attention. By creating more personal radio ads based on your target customer’s age, gender, interests, and behavior, you can better connect with them and win their trust.
Provide pool safety information
One of the benefits of a custom radio solution at a leisure centre is that it can be used to provide pool safety information. Pool safety is important to prevent drowning and injuries that can occur in and around swimming pools. Using custom radio in a creative way to make pool safety information more appealing to listen to by using catchy jingles, fun quizzes, and friendly reminders to get the visitors’ attention and cooperation. You could even include customer feedback to highlight the importance of pool safety. As a result, you create a safer and more enjoyable experience for the customers, ensuring their well-being and satisfaction.
Make it a lot more fun and help raise return/longer visits
Custom radio can enhance the fun at your leisure centre by providing a more personalised and engaging experience for the guests. By using data and feedback from the customer, custom radio can tailor music to their specific likes and preferences. For example, custom radio can play upbeat and energetic music for the gym, relaxing music for the spa or yoga sessions, or catchy pop music for the games room. It can also adjust the music according to the time of day, the season, or that special occasion. By playing music that more customers enjoy listening to, custom radio can make them feel more comfortable, happy, and motivated, encouraging them to stay longer and come back more frequently.
By encouraging customer interaction with live calls, contests, inviting song requests, or involving them in trivia and games, you will make them feel more involved and valued. Voiceovers and sound effects that match the leisure centre’s brand and personality can create a friendly and familiar tone. This interaction with customers will build relationships and make them feel more loyal, connected, and satisfied, increasing their tendency to stay longer and suggest your leisure centre to others.
In store music, background music, overhead voice messages and interaction with customers are just a few examples of the value custom radio can bring to your leisure centre. Being able to inform customers about new equipment or facilities can entice them to try it out or take out a membership. Advertising and offering benefits such as coupons, vouchers, prizes or discounts can also generate additional revenue. Custom radio is a powerful tool that can help your leisure centre by boosting brand awareness, as well as improving customer experience and loyalty.