Dec 09 2008
BFM – Turning Non-Customers Into Customers
One day when I was driving, I saw an advertisement at the back of a taxi that reads “Business, Finance and More”. It’s BFM, a new radio station on business news and programmes!
I turned on the radio and tuned to FM 89.9 immediately. I was so delighted to have found such a channel that I have long yearned for 
I’ve been the type of person who don’t listen to music while driving. No, I was not like this when I was younger. I spoilt my car audio speaker before for playing rock music too loudly in early years of driving. It is also not that I don’t like music. If you go karaoke singing with me, most likely I’ll sing more than you. But as I grew older, I just became the kind of person who would not turn on car radio for music any more.
But apart from its normal programmes, BFM is music most of the time! In order not to miss any good business programmes, now I keep the radio on while driving and listen to music after so many years!
The moral of this story is that, BFM turned me from a non-customer into a customer. Just as Nintendo successfully turned non-customers such as adults to its Nintendo Wii video game console, BFM just successfully turned me into listening to music!
Instead of taking away existing customers from competitors in the market, this is defining a new market boundary by appealing to non-customers and turning them into customers. A blue ocean strategy!
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