The interest in sports radio programming continues to soar across the globe. But is that appetite for sports audio content strong enough to expect local audiences to pay for it?
Executives at ESPN Cleveland 850 WKNR believe it is.
On May 1st, the radio station announced they would start charging $8.50 per month or $85.00 annually to listen to full length podcasts of the station’s top shows, minus local commercials and with the talent having the freedom to express themselves in uncensored fashion on their website and app “The Land On Demand“. WKNR offers their over the air radio programming and short-form clips from their shows on their digital platforms for free, but full-length shows had previously not been made available.
Keith Williams, ESPN Cleveland’s vice president and general manager, told Crain’s Cleveland Business that full-length podcasts are the number one thing listeners have asked WKNR to offer. But unlike the majority of brands across the country that provide that form of programming to their audiences on their websites and digital channels for free, WKNR is hoping the demand for consuming the content will be strong enough to justify additional spending.
“We know the way fans are consuming media in an on-demand world,” Williams told Crain. “They don’t have the time or resources they once had. We’re providing them what they asked for.”
In the same article with Crain, Talkers Magazine publisher Michael Harrison was a proponent of the move. He said “The biggest problem facing commercial radio is the commercials. If WKNR was charging people to listen to it on the air, then people should grumble, but what the hell do they have to grumble about? They don’t want radio stations to make a living?”
There’s some truth in Michael’s words. Commercials have become viewed as obstacles standing in the way of the listener enjoying the content. Fred Jacobs wrote about this issue recently after his TechSurvey 13 revealed that ads were the number one reason why people say they listen to less AM/FM radio. That’s a reflection on our growing impatience as a society. We want what we want and we want it now or we’re moving on to something else.
However, to suggest that people shouldn’t grumble over the radio station charging a fee to consume audio that they can hear for free over the air is looking at it strictly from the company’s point of view.
It’s not the audience’s problem if the station generates a profit. They have their own financial difficulties to deal with. Their only role in the situation is to listen to the programming. If they do that consistently, the station can then leverage that passion and commitment with their advertisers. Judging from the early feedback on iTunes and Google Play, people aren’t happy with the direction WKNR has chosen to go.
But let’s take a step back for a second and analyze this from a number of different perspectives.
First, if the listener is able to listen to one of WKNR’s shows over the radio airwaves or on the station’s stream during the time that it airs, they pay nothing for it. If they want to enjoy a small portion of a show in podcast form, that too is free. There are options for them to consume content without having to pay for it. However, if they miss a show, and want to enjoy it later on during their free time, that same content (minus the commercials) which was available over the air for free, now requires a monthly or annual fee.
Now let’s add the advertiser’s perspective.
Imagine for a second if you’re a local or national client. You’re being asked to spend your money promoting your products on WKNR’s airwaves. Those are the same airwaves that are encouraging fans to pay the radio station to hear their programs online, without your commercials in them. If that model gains traction and reduces over the air listening, how would it sit with you if you were investing in the brand’s over the air product? Wouldn’t you want a future place at the table in the digital space if it was becoming a hit with the local audience?
The reason advertisers invest in radio stations is because of their ability to help the client reach specific audiences. If that desired demographic though views the client’s over the air commercials as a detriment to their listening time, and the station wants to prevent the advertiser from being included in digital spaces, then why exactly would a client continue spending the same amount or even more of their ad budget on the radio station?
That’s a slippery slope for stations. The executive team is absolutely right to shift their programming online and eliminate roadblocks that hinder the audience’s listening experience. However, they’re also reliant on advertising dollars to continue running a business. If they piss off their key clients during a period when they’re trying to develop a potential new revenue stream, it could harm their business, especially during the short-term.
Another area that I want to examine is the value.
The Land on Demand’s key selling point is that it’s weekday shows (which you can hear for free on the radio station) are now available in full-length form without interruption. That’s not anything groundbreaking. In fact, most local sports stations already provide that. To expect that offering full-length shows without commercials, with the benefit of using adult language is going to be enough to generate significant spending seems rather peculiar.
However, WKNR did add a section titled WKNR Classics which allows the audience to hear archived shows, guests, and memorable moments. That part is cool and gives the paying consumer something they can’t get over the air. There are also plans to introduce more original content which will only be available to paying customers. That’s a wise move.
But here’s where the problem lies.
Place yourself in the shoes of the consumer for a minute, and consider what you’re up against.
For $11-$20 per month, a listener can purchase a subscription to SiriusXM and gain access to hundreds of programming options. That includes hearing music, comedy, live sporting events, and high profile talent such as Howard Stern, Chris “Mad Dog Russo, and many more.
If you want to save even more money, you can spend $8 per month to become a premium subscriber to TuneIn which gives you access to every MLB and NFL game, commercial-free music, audio books, thousands of radio stations, and millions of podcasts.
I haven’t even touched on the services available to paying consumers on television, video and online platforms. Between Netflix, Hulu, Amazon Prime, MLB, the NFL, the WWE Network and others, there are tons of options to consider when paying for entertainment. In each case, these companies are offering a ton of value in exchange for a minimal monthly or annual fee.
You may suggest that it’s an apples to oranges comparison because one product is focused on local sports radio and the others aren’t, but they’re all delivering entertainment while reducing an individual’s bank account. I assure you, when push comes to shove, most people will spend money on the things they need first, and then consider the available choices when deciding on whether or not to add luxuries.
But spending aside, another potential concern for WKNR is bad publicity. A decline in ratings is often a natural fear for radio companies but Good Karma Broadcasting (WKNR’s parent company) doesn’t live and die by the ratings, so that shouldn’t be an issue. However, no station or business wants to lose listeners.
That said, one item which can easily be lost in this conversation is the fact that the long-form digital offerings were previously unavailable on WKNR. It’s not as if Good Karma is forcing this on its audience. Instead, they’re supplying an additional option to the audience, which they can hear in exchange for a fee. If they don’t want to pay for it, then they’re in no different shape than they were last month.
If it ruffles the feathers of a Cleveland sports radio fan, they do have other options to consider. They can listen solely to WKNR over the radio or if they’re bothered to the point of considering a switch, they can pledge their allegiance to 92.3 The Fan. If for some reason that doesn’t suit their style, they can also turn to brands like 97.1 The Fan or 105.7 The Zone in Columbus who are also talking about Ohio sports. In fact, Bruce Hooley who hosts mornings on The Zone, used to host shows on WKNR.
If neither of those options satisfy, there are always networks and hundreds of sports stations across the country offering quality content for free, both on-air and online. The one big difference though, they’re not largely focused on Cleveland sports the way that WKNR or those other Ohio sports radio brands are.
From the local fan’s point of view, they’re going to wonder why they’re being asked to pay for something that other stations and cities don’t. For example, a Boston sports radio fan can log on to WEEI.com and gain access to all of the station’s programming, plus a number of original podcasts, including Kirk Minihane’s “Enough About Me” which ranks among the best in the format. The station also offers uncensored programs, commercial-free content, and generates over 2 million web visitors per month. The cost for that experience? Zero.
That same strategy of offering free long-form programming in the podcast space is employed by numerous radio companies who own and operate sports stations. Among them include ESPN, iHeart, Bonneville, Hubbard, Emmis, and Beasley. Cumulus doesn’t employ that strategy, and as I mentioned previously, CBS doesn’t either. Their approach is more focused on offering short-form content clips.
But this begs the question, should digital content require a fee?
Stations are dedicating a lot of hours, creativity and bandwidth to provide valuable listening experiences for their audiences, with the idea being that advertisers will offset it. But most of those dollars are coming from the over the air product, not the digital side of the business. As advertisers continue to shift their ad spending into the digital space, and listeners expect ads to be eliminated from their listening experience, it’s worth examining whether or not a subscription based on-demand strategy makes long-term sense.
The subject of digital and podcasting came up in a recent interview with Mike Francesa of WFAN. Talking to Bryan Curtis of The Ringer, the New York sports talk show host said most brands bastardize their own content by giving it away for free. While radio preaches the importance of being on Facebook, Twitter and Instagram, it hasn’t figured out how to make a dime off of those platforms. As a result, Francesa says radio is destroying its own business.
I can see Mike’s point. From the product end of the business, brands are doing an incredible job of building audiences and generating interest. Turning that passion and dedication though into profitability in the digital and social media world remains a daunting task.
As it applies to WKNR’s situation, one positive working in their favor is that their local competitor (92.3 The Fan) doesn’t currently offer long-form versions of their shows online. That’s a CBS strategy that exists on most of their sports radio brands websites. You can download and listen to interviews, highlights, and occasional monologues, but not full-length programs. But with WKNR announcing their new digital initiative, might that lead The Fan to make a future adjustment? It probably wouldn’t be a consideration under CBS, but with Entercom on the verge of taking over the company that’s certainly possible. Especially since they offer free full length programs in podcast form on the majority of their sports radio brands.
Throughout the years, WKNR has built a familiar brand in Cleveland. Many of their personalities have appeared on the station for a lengthy period of time, and it’s clear they’re counting on local fans having a strong enough interest in their personalities and content to help them enhance their digital business. It’d be foolish to suggest the radio station won’t attract a market for what it’s offering, but whether or not it’ll be sustainable is way too early to tell.
What should be appreciated, regardless of how things play out, is that WKNR is taking a risk. We often talk about our industry being stuck in mud and unwilling to take chances, yet the second someone does, we’re quick to pounce on them and sign their death certificate. Maybe there are some holes in the existing strategy, and the public’s reaction to the news certainly leaves little to be desired, but immediate feedback to any change is often negative, and people have demonstrated numerous times that they’ll pay for things we never expected them to. What one person believes is worth $1, someone else values at $1000.
All of that taken into account, not every risk is a wise one. To simply present shows without commercials in exchange for a fee, and turn it into a thriving revenue stream is expecting a lot. I believe that WKNR will need to add more original content to its digital channels, plus offer additional unique benefits associated with a premium experience to satisfy and grow its subscriber base. I’m sure they’re already working on that. The beauty of a project like this is that it’s in its infancy, so there’s still plenty of time for making improvements.
In life, if you want to grab the brass ring you have to have brass balls. ESPN Cleveland certainly has those. But if you push the audience further than they’re willing to go, those same brass balls can be kicked in by steel toed boots. Hopefully WKNR has invested in a sturdy athletic supporter and cup. I just hope for their sake they don’t end up needing to wear it.
Barrett Sports Media To Launch Podcast Network
“We will start with a few new titles later this month, and add a few more in July.”
To run a successful digital content and consulting company in 2022 it’s vital to explore new ways to grow business. There are certain paths that produce a higher return on investment than others, but by being active in multiple spaces, a brand has a stronger chance of staying strong and overcoming challenges when the unexpected occurs. Case in point, the pandemic in 2020.
As much as I love programming and consulting stations to assist with growing their over the air and digital impact, I consider myself first a business owner and strategist. Some have even called me an entrepreneur, and that works too. Just don’t call me a consultant because that’s only half of what I do. I’ve spent a lot of my time building relationships, listening to content, and studying brands and markets to help folks grow their business. Included in my education has been studying website content selection, Google and social media analytics, newsletter data, the event business, and the needs of partners and how to best serve them. As the world of media continues to evolve, I consider it my responsibility to stay informed and ready to pivot whenever it’s deemed necessary. That’s how brands and individuals survive and thrive.
If you look at the world of media today compared to just a decade ago, a lot has changed. It’s no secret during that period that podcasting has enjoyed a surge. Whether you review Edison Research, Jacobs Media, Amplifi Media, Spotify or another group’s results, the story is always the same – digital audio is growing and it’s expected to continue doing so. And that isn’t just related to content. It applies to advertising too. Gordon Borrell, IAB and eMarketer all have done the research to show you where future dollars are expected to move. I still believe it’s smart, valuable and effective for advertisers to market their products on a radio station’s airwaves, but digital is a key piece of the brand buy these days, and it’s not slowing down anytime soon.
Which brings me to today’s announcement.
If you were in New York City in March for our 2022 BSM Summit, you received a program at the show. Inside of one of the pages was a small ad (same image used atop this article) which said “Coming This Summer…The BSM Podcast Network…Stay Tuned For Details.” I had a few people ask ‘when is that happening, and what shows are you planning to create?’ and I kept the answers vague because I didn’t want to box ourselves in. I’ve spent a few months talking to people about joining us to help continue producing quality written content and improve our social media. Included in that process has been talking to members of our team and others on the outside about future opportunities creating podcasts for the Barrett Sports Media brand.
After examining the pluses and minuses, and listening and talking to a number of people, I’m excited to share that we are launching the BSM Podcast Network. We will start with a few new titles later this month, and add a few more in July. Demetri Ravanos will provide oversight of content execution, and assist with production and guest booking needs for selected pods. This is why we’ve been frequently promoting Editor and Social Media jobs with the brand. It’s hard to pursue new opportunities if you don’t have the right support.
The titles that will make up our initial offerings are each different in terms of content, host and presentation. First, we have Media Noise with Demetri Ravanos, which has produced over 75 episodes over the past year and a half. That show will continue in its current form, being released each Friday. Next will be the arrival of The Sports Talkers Podcast with Stephen Strom which will debut on Thursday June 23rd, the day of the NBA Draft. After that, The Producer’s Podcast with Brady Farkas will premiere on Wednesday June 29th. Then as we move into July, two more titles will be added, starting with a new sales focused podcast Seller to Seller with Jeff Caves. The final title to be added to the rotation will be The Jason Barrett Podcast which yours truly will host. The goal is to have five weekly programs distributed through our website and across all podcasting platforms by mid to late July.
I am excited about the creation of each of these podcasts but this won’t be the last of what we do. We’re already working on additional titles for late summer or early fall to ramp up our production to ten weekly shows. Once a few ideas and discussions get flushed out, I’ll have more news to share with you. I may consider adding even more to the mix too at some point. If you have an idea that you think would resonate with media professionals and aspiring broadcasters, email me by clicking here.
One thing I want to point out, this network will focuses exclusively on various areas of the sports media industry. We’ll leave mainstream sports conversations to the rest of the media universe. That’s not a space I’m interested in pursuing. We’ve focused on a niche since arriving on the scene in 2015 and have no plans to waver from it now.
Additionally, you may have noticed that we now refer to our company as ‘Barrett Media’. That’s because we are now involved in both sports and news media. That said, we are branding this as the BSM Podcast Network because the titles and content are sports media related. Maybe there will be a day when we introduce a BNM version of this, but right now, we’ve got to make sure the first one works right before exploring new territory.
Our commitment to delivering original industry news, features and opinions in print form remains unchanged. This is simply an opportunity to grow in an area where we’ve been less active. I know education for industry folks and those interested in entering the business is important. It’s why young people all across the country absorb mountains of debt to receive a college education. As valuable as those campus experiences might be, it’s a different world once you enter the broadcasting business.
What I’d like to remind folks is that we continue to make investments in the way we cover, consult, and discuss the media industry because others invest in us. It’d be easy to stockpile funds and enjoy a few more vacations but I’m not worried about personal wealth. I’m focused on building a brand that does meaningful work by benefitting those who earn a living in the media industry or are interested in one day doing so. As part of that process I’m trying to connect our audience to partners who provide products, services or programs that can benefit them.
Since starting this brand, we’ve written more than 18,000 articles. We now cover two formats and produce more than twenty five pieces of content per day. The opportunity to play a small role in keeping media members and future broadcasters informed is rewarding but we could not pay people to edit, write, and host podcasts here if others didn’t support us. For that I’m extremely grateful to those who do business with us either as a consulting client, website advertiser, Summit partner or through a monthly or annual membership. The only way to get better is to learn from others, and if our access to information, knowledge, relationships and professional opinions helps others and their brands, then that makes what we do worthwhile.
Thanks as always for the continued support. We appreciate that you read our content each day, and hope to be able to earn some of your listenership in the future too.
5 Mistakes To Avoid When Pursuing Media Jobs
“Demetri Ravanos and I have easily done 50-60 calls, and it’s been eye opening to see how many mistakes get made during the hiring process.”
I recently appeared on a podcast, Monetize Media, to discuss the growth of Barrett Media. The conversation covered a lot of ground on business topics including finding your niche, knowing your audience and serving them the right content in the right locations, the evolution of the BSM Summit, and why consulting is a big part of our mix but can’t be the only thing we do.
Having spent nearly seven years growing this brand, I don’t claim to have all the answers. I just know what’s worked for us, and it starts with vision, hard work, consistency, and a willingness to adapt quickly. There are many areas we can be better in whether it’s social media, editing, SEO, sales, finding news, producing creative original content or adding more staff. Though there’s always work to be done and challenges to overcome, when you’re doing something you love and you’re motivated to wake up each day doing it, that to me is success.
But lately there’s one part of the job that I haven’t enjoyed – the hiring process. Fortunately in going through it, I was able to get to know Arky Shea. He’s a good guy, talented writer, and fan of the industry, and I’m thrilled to share that he’s joining us as BSM’s new night time editor. I’ll have a few other announcements to make later this month, but in the meantime, if you’re qualified to be an editor or social media manager, I’m still going through the process to add those two positions to our brand. You can learn more about both jobs by clicking here.
Working for an independent digital brand like ours is different from working for a corporation. You communicate directly with yours truly, and you work remotely on a personal computer, relying on your eyes, ears and the radio, television, and internet to find content. Because our work appears online, you have to enjoy writing, and understand and have a passion for the media industry, the brands who produce daily content, and the people who bring those brands to life. We receive a lot of interest from folks who see the words ‘sports’ and ‘news’ in our brand names and assume they’re going to cover games or political beats. They quickly discover that that’s not what we do nor are we interested in doing it.
If you follow us on social media, have visited our website or receive our newsletters, you’ve likely seen us promoting openings with the brand. I’ve even bought ads on Indeed, and been lucky enough to have a few industry folks share the posts on social. We’re in a good place and trying to make our product better, so to do that, we need more help. But over the past two months, Demetri Ravanos and I have easily done 50-60 calls, and it’s been eye opening to see how many mistakes get made during the hiring process.
Receiving applications from folks who don’t have a firm grasp of what we do is fine. That happens everywhere. Most of the time we weed those out. It’s no different than when a PD gets an application for a top 5 market hosting gig from a retail employee who’s never spoken on a microphone. The likelihood of that person being the right fit for a role without any experience of how to do the job is very slim. What’s been puzzling though is seeing how many folks reach out to express interest in opportunities, only to discover they’re not prepared, not informed or not even interested in the role they’ve applied for.
For instance, one applicant told me on a call ‘I’m not interested in your job but I knew getting you on the phone would be hard, and I figured this would help me introduce myself because I know I’m a great host, and I’d like you to put me on the radar with programmers for future jobs.’ I had another send a cover letter that was addressed to a different company and person, and a few more applied for FT work only to share that they can’t work FT, weren’t interested in the work that was described in the position, didn’t know anything about our brand but needed a gig, were looking for a confidence boost after losing a job or they didn’t have a computer and place to operate.
At first I thought this might be an exclusive issue only we were dealing with. After all, our brand and the work we do is different from what happens inside of a radio or TV station. In some cases, folks may have meant well and intended something differently than what came out. But after talking to a few programmers about some of these things during the past few weeks, I’ve been stunned to hear how many similar horror stories exist. One top programmer told me hiring now is much harder than it was just five years ago.
I was told stories of folks applying for a producer role at a station and declining an offer unless the PD added air time to the position. One person told a hiring manager they couldn’t afford not to hire them because their ratings were tanking. One PD was threatened for not hiring an interested candidate, and another received a resume intended for the competing radio station and boss. I even saw one social example last week of a guy telling a PD to call him because his brand was thin on supporting talent.
Those examples I just shared are bad ideas if you’re looking to work for someone who manages a respected brand. I realize everyone is different, and what clicks with one hiring manager may not with another, but if you have the skills to do a job, I think you’ll put yourself in a better position by avoiding these 5 mistakes below. If you’re looking for other ways to enhance your chances of landing an opportunity, I recommend you click here.
Educate Yourself Before Applying – take some time to read the job description, and make sure it aligns with your skillset and what you’re looking to do professionally before you apply. Review the company’s body of work and the people who work there. Do you think this is a place you’d enjoy being at? Does it look like a job that you’d gain personal and professional fulfillment from? Are you capable of satisfying the job requirements? Could it potentially put you on the path to greater opportunities? If most of those produce a yes, it’s likely a situation to consider.
Proofread Your Email or Cover Letter and Resume – If the first impression you give a hiring manager is that you can’t spell properly, and you address them and their brand by the wrong names, you’re telling them to expect more mistakes if they hire you. Being detail oriented is important in the media business. If this is your introduction to someone and they have a job you’re interested in, you owe it to yourself to go through your materials thoroughly before you press send. If you can have someone else put an extra set of eyes on your introduction to protect you from committing a major blunder even better.
Don’t Waste People’s Time – You’d be annoyed if a company put you through a 3-4 week process only to tell you they didn’t see you as a viable candidate right? Well, it works the other way too. If you’re not seriously interested in the job or you’re going into the process hoping to change the job description later, don’t apply. If the fit isn’t right or the financials don’t work, that’s OK. Express that. People appreciate transparency. Sometimes they may even call you back in the future when other openings become available. But if you think someone is going to help you after you wasted their time or lied to them, trust me, they won’t.
Don’t Talk Like An Expert About Things You Don’t Know – Do you know why a station’s ratings or revenue is down? Are you aware of the company’s goals and if folks on the inside are satisfied or upset? Is the hiring manager someone you know well enough to have a candid professional conversation with? If the answers are no, you’re not helping your case by talking about things you don’t have full knowledge of. You have no idea how the manager you’re talking to has been dealing with the challenges he or she is faced with so don’t pretend you do. Just because someone wrote an article about it and you read it doesn’t mean you’re informed.
Use Social Wisely – Being frustrated that you didn’t get a job is fine. Everyone goes through it. Asking your friends and followers for advice on social of how you could’ve made a better case for yourself is good. That shows you’re trying to learn from the process to be better at it next time. But taking to social to write a book report blasting the hiring manager, their brand, and/or their company over a move that didn’t benefit you just tells them they made the right move by not bringing you in. Chances are, they won’t be calling you in the future either.
Would Local Radio Benefit From Hosting An Annual Upfront?
How many times have you heard this sentence uttered at conferences or in one of the trades; radio has to do a better job of telling its story. Sounds reasonable enough right? After all, your brands and companies stand a better chance of being more consumed and invested in the more that others know about them.
But what specifically about your brand’s story matters to those listening or spending money on it? Which outlets are you supposed to share that news with to grow your listenership and advertising? And who is telling the story? Is it someone who works for your company and has a motive to advance a professional agenda, or someone who’s independent and may point out a few holes in your strategy, execution, and results?
As professionals working in the media business, we’re supposed to be experts in the field of communications. But are we? We’re good at relaying news when it makes us look good or highlights a competitor coming up short. How do we respond though when the story isn’t told the we want it to? Better yet, how many times do sports/news talk brands relay information that isn’t tied to quarterly ratings, revenue or a new contract being signed? We like to celebrate the numbers that matter to us and our teams, but we don’t spend much time thinking about if those numbers matter to the right groups – the audience and the advertisers.
Having covered the sports and news media business for the past seven years, and published nearly eighteen thousand pieces of content, you’d be stunned if you saw how many nuggets of information get sent to us from industry folks looking for publicity vs. having to chase people down for details or read things on social media or listen to or watch shows to promote relevant material. Spoiler alert, most of what we produce comes from digging. There are a handful of outlets and PR folks who are great, and five or six PD’s who do an excellent job consistently promoting news or cool things associated with their brands and people. Some talent are good too at sharing content or tips that our website may have an interest in.
Whether I give the green light to publish the material or not, I appreciate that folks look for ways to keep their brands and shows on everyone’s radar. Brand leaders and marketing directors should be battling daily in my opinion for recognition anywhere and everywhere it’s available. If nobody is talking about your brand then you have to give them a reason to.
I’m writing this column today because I just spent a day in New York City at the Disney Upfront, which was attended by a few thousand advertising professionals. Though I’d have preferred a greater focus on ESPN than what was offered, I understand that a company the size of Disney with so many rich content offerings is going to have to condense things or they’d literally need a full week of Upfronts to cover it all. They’re also trying to reach buyers and advertising professionals who have interests in more than just sports.
What stood out to me while I was in attendance was how much detail went into putting on a show to inform, entertain, and engage advertising professionals. Disney understands the value of telling its story to the right crowd, and they rolled out the heavy hitters for it. There was a strong mix of stars, executives, promotion of upcoming shows, breaking news about network deals, access to the people responsible for bringing advertising to life, and of course, free drinks. It was easy for everyone in the room to gain an understanding of the company’s culture, vision, success, and plans to capture more market share.
As I sat in my seat, I wondered ‘why doesn’t radio do this on a local level‘? I’m not talking about entertaining clients in a suite, having a business dinner for a small group of clients or inviting business owners and agency reps to the office for a rollout of forthcoming plans. I’m talking about creating an annual event that showcases the power of a cluster, the stars who are connected to the company’s various brands, unveiling new shows, promotions and deals, and using the event as a driver to attract more business.
Too often I see our industry rely on things that have worked in the past. We assume that if it worked before there’s no need to reinvent the wheel for the client. Sometimes that’s even true. Maybe the advertiser likes to keep things simple and communicate by phone, email or in-person lunch meetings. Maybe a creative powerpoint presentation is all you need to get them to say yes. If it’s working and you feel that’s the best way forward to close business, continue with that approach. There’s more than one way to reach the finish line.
But I believe that most people like being exposed to fresh ideas, and given a peak behind the curtain. The word ‘new’ excites people. Why do you think Apple introduces a new iPhone each year or two. We lose sight sometimes of how important our brands and people are to those not inside the walls of our offices. We forget that whether a client spends ten thousand or ten million dollars per year with our company, they still like to be entertained. When you allow business people to feel the excitement associated with your brand’s upcoming events, see the presentations on a screen, and hear from and interact with the stars involved in it, you make them feel more special. I think you stand a better chance of closing deals and building stronger relationships that way.
Given that many local clusters have relationships with hotels, theaters, teams, restaurants, etc. there’s no reason you can’t find a central location, and put together an advertiser appreciation day that makes partners feel valued. You don’t have to rent out Pier 36 like Disney or secure the field at a baseball stadium to make a strong impression. We show listeners they’re valued regularly by giving away tickets, cash, fan appreciation parties, etc. and guess what, it works! Yes there are expenses involved putting on events, and no manager wants to hear about spending money without feeling confident they’ll generate a return on investment. That said, taking calculated risks is essential to growing a business. Every day that goes by where you operate with a ‘relying on the past’ mindset, and refuse to invest in growth opportunities, is one that leaves open the door for others to make sure your future is less promising.
There are likely a few examples of groups doing a smaller scaled version of what I’m suggesting. If you’re doing this already, I’d love to hear about it. Hit me up through email at JBarrett@sportsradiopd.com. By and large though, I don’t see a lot of must-see, must-discuss events like this created that lead to a surplus of press, increased relationships, and most importantly, increased sales. Yet it can be done. Judging from some of the feedback I received yesterday talking to people in the room, it makes an impression, and it matters.
I don’t claim to know how many ad agency executives and buyers returned to the office from the Disney Upfront and reached out to sign new advertising deals with the company. What I am confident in is that Disney wouldn’t invest resources in creating this event nor would other national groups like NBC, FOX, CBS, WarnerMedia, etc. if they didn’t feel it was beneficial to their business. Rather than relying on ratings and revenue stories that serve our own interests, maybe we’d help ourselves more by allowing our partners and potential clients to experience what makes our brands special. It works with our listeners, and can work with advertisers too.