I listen to the radio in the shower every day – I can’t help it, I’m a shower singer. And I always to 105.7 in the morning. Last Monday, I kept hearing what I thought was a “Beeeeep” on the radio, as if someone had said an expletive. Which to me, didn’t make much sense – as more of a family-friendly program (with interviews with figures such as the director of the Cleveland Zoo) the Lanigan and Malone Show hardly ever have swearing. Was it a part of their “Monday Moaning” feature? Negative. So I ignored it, thinking I was hearing things.
Then, driving into work, I noticed that each time the station was playing their recording of their jingle “Majic 105.7,” they beeped out the word magic. When they stated station related things, they said “Cavs 105.7” – and that’s when it hit me – they were rebranding themselves during the playoff games!
I mentioned this to my boyfriend, and he looked at me like I was crazy. “Re-branding? You see things differently – not everything is a PR opportunity,” he said. “It’s just a cool thing they’re doing to support the Cavs.”
While I’m pretty sure that the marketing people at WMJI weren’t sitting around one day during lunch and saying, “How can we do a mini-rebranding experiment during the Cavs playoffs?” Radio, like all forms of traditional media, can always use a little livening up and I still think this is a great opportunity for them to rebrand themselves. Why?
- First, “Cavs 105.7” is memorable and amusing. Using the “bleep” noise traditionally reserved for expletives is both noticeable and funny.
- Second, they’re creating an identity for themselves that their audience can relate to. They’re endorsing the Cavs, the team that the majority of their audience supports. I ‘m not saying that Cavs fans by association are now going to become WMJI fans, but having your audience identify with you is always a plus.
- Third, this mini-rebranding is relevant and timely. The Orlando Magic are playing the Cavs RIGHT now (literally, I’m writing this post during halftime of the Cavs game), and this name change is occurring right now as well. Once the tournament is over, their name will probably go back to as usual.
And check out their website (screenshot below) you can see it says “This Is A Majic Free Zone.”