CHALLENGES

• Radio Mergers and Acquisitions• Consolidation of Radio Properties• Smaller Staffs• Smaller Budgets• Increased bottom line• More accountability on

Programming and Promotions behalf to help Sales meet budget

The days of BIG programming and

promotion budgets are over.

THE BURNING QUESTION IS…

• How do you ignite ratings and revenue with today’s constraints?

THERE ARE 3 P’s

• rogramming

• ersonalities

• romotions

WHERE DO YOU WIN WHEN YOU ARE UP AGAINST SEVERAL SIMILAR FORMATS?

• Between the Records!!!

HOW???

• Imaging=Bigger than life= VISION

• It’s about stealing the Big Screen in your market

• Whether you’re in market 2 or 200- you as programming and promotion directors can have an impact on the Big Picture

UNDERSTANDING AND APPRECIATING THE GAME BEFORE

YOU PLAY

DO YOUR HOMEWORK!!!Clearly understand your competitor’s strengths

and weaknesses

• What is their work ethic- are they passionate about what they do?

• Are they lazy?• Are they driven by EGO?• Do they bully promoters and labels to get what they

want?• Do they win by default?• What kind of staff do they have on the street?• What are their best promotions?• What are their flops?• What do clients say about them? Likes? Dislikes?

Learn from your competitors strengths and take advantage of their weaknesses

STREET DOMINATION

CREATE A LISTENER ADVISORY BOARD

• Do an off-air poll of some of your listeners from your contest lines

• Set up a special session• Play music for them• Pick their brains about what they do and

don’t like about you and your competitor• Order pizza• Give them a tour of the station• Send them or e-mail them / tie in some

type of special card

BUILD A FOUNDATION

MARKET POSITIONING• Meet with promoters- let them know you are willing

to step up to the plate

• Key Club Owners- if they are working with your competition, go to their competition

• Weekly and Daily Newspapers- Get the music critic to be an on-air correspondent for the station

• Form a relationship with local web sites, like City Search.com- scoop your competition by going on-sale online first before the big on-sale concert or event!

• Create a relationship with your local government and police department

MARKET POSITIONING• Find out who is not happy with your competition-

take advantage of it!

• Cross-promote with TV stations- offer your on-air personalities in as Entertainment Reporters for concerts and other events

• Cross-promote TV shows that make sense for the format

• Establish relationships with movie companies and special event promoters/ WCW & WWF

INDUSTRY POSITIONING• Set up a trip to New York and L.A. to meet with the

national record companies

• Put together a nice piece to show off your station- video, CD Rom, etc.

• Let them know what you are doing in the market

• Find out what projects they are working on for the year

• Listen to new music

• Follow up after visit

• When you do an event, send out photos and press releases to trades!

THE MASTER PLAN

YOUR 2001 CALENDAR

Sit down with your Programming, Promotions and Sales Management to outline your events of the

year early!!

• Annual station events• Book promotions• Major client promotions

(beers)• Job Fairs/ Sales Driven

Events• Major Malls and Buildings• Weekly club nights (52

week accounts)• Cool yearly city/county

events- fireworks displays

• Racing/ Wrestling events• Special Programming

Features (Rocktober)• Cool charity events

• Annual Holiday Happenings– St. Patrick’s Day– Halloween– Thanksgiving Eve Club Night

• Sports-related activities– Annual schedules– Training Camps– Get IDS!

• Your competitors’ annual events

• Brainstorm new ideas with your staff!

• Create some type of station on tour- visit your key zip code areas!

• Tie in with local movie theatres to do ongoing special screening nights

THINK GLOBAL!!!• Run with the Bulls• Rollerblade by the Great Wall of

China• Cross-promote with movie

companies and television networks to get a listener to be an extra

• Tie-in with Rock & Roll Hall of Fame• Send a Listener to Racing School• Host a big band in a small club-

give away all the tickets

WHERE’S THE $ ?• Great opportunity for Non Traditional

Revenue • Annual deals

• Beer Companies

• Other

• Budget

Bottom Line: PLAN AHEAD!!!

SYSTEMS!SYSTEMS!SYSTEMS!

SALES & PROGRAMMING EVENT WORKSHOPS

• Who

• What

• When

• Where

• Why

EVENT RECAPSTell everyone about the great things your station is doing!!

• Create a template on your sales or programming drive that you can change

• Great for sales to help tell the story

• Great for programming & Promotions to grab more territory on the street

• Get photos of everything- you’re painting a story!

WEEKLY ONE PAGE NEWSLETTERS

• E-mail to listeners and clients

• Incorporate into pitches

WEB SITE FORMS

• Designate someone on your staff to maintain and update your site on a daily basis!

– Sales Information

– Programming Information

THE BOTTOM LINE IS…

You Snooze, You Lose!

TRICKS OF THE TRADE

• Banners• Neon and glow in the

dark stickers• Lawn signs• Sandwich boards• Window stickers• Stir sticks and cocktail

napkins for nightclub• Beach balls• Balloons• Banner Planes

TRICKS OF THE TRADE• Tethered hot air balloons

• Roaming billboards• Rain ponchos• T-shirts• Swag

– Keychains– Magnets

• Distribute fans at concerts

• Tattoos• Make sure you are as

visible as possible in your daily and weekly papers!

COOL GADGETS/ VEHICLES

• PT Cruiser• Cool Trucks- Expedition• Inflatable• Mascot• Roaming Billboards• Bat light• Magnetic Signs• Work with sales to do a trade or

showcase a vehicle for a key automotive account

THE RIGHT STUFFHire people who:

– Take pride in what they do– Are street smart– Possess common sense– Have good people skills– Reflect the station’s personality– Are passionate about what they do– Listen

WHO ARE THEY?STATION PERSONNEL• Jocks• Programming• Sales Staff• Engineering• Promotions• Internal Support Staff

INTERNS• Do a real cool recruitment campaign

on campus• Treat them as though they are on

the payroll• Full interview process• Remember! They are there to

learn. Don’t make them responsible for more than they can handle!

OUTSIDE SOURCES• Local sports cheerleaders• Hooter Girls• Hawaiian Tropic Girls• Bud Girls• Miller Cold Patrol• Mascots

THE VIBE• Hold a FUN session with your paid staff and

interns

• Talk about the way they should look and act as representatives of the station

• It’s about “Feeling the Love” with your internal and external audience

• Make it an important part of the hiring process

• Give them station merchandise to wear at events

• Find someone that works with other “celebs” to come in and speak to them

THE VIBE• Stress the “we” not “me” concept• Have each of your jocks pick a charity to

support in your community• Create a special dress and conduct code that

everyone signs off on!• Develop a standard checklist on what

everyone is responsible for at appearances and station events

• Talent fees vs. required station appearances• It’s about that Magic Kingdom philosophy!

It’s about thinking 3 steps ahead….

Most people only think one!

FINAL THOUGHTS• Read• Listen• Breakdown the walls of thinking in your organization!• Look for opportunities around you• No Idea is a Bad Idea• Be prepared- make sure everyone has a promotions

box in their car with banners/ stickers/ prizes/ register to win

• You are what you steal- what’s already been done in another market could be a first in another

• Take advantage of what you have around you- station clusters

• Develop an ongoing relationship with your legal and insurance departments

• Put it in perspective• “Feel the Love”

AND…….

SAY THANK YOU!!!

MISSIONACCOMPLISHED

!!!

Special thanks to…Greater MediaJacobs Media

Joey Scoleri at Hollywood Records*

Check out M:I 2 at a theatre near you*Soundtrack available on Hollywood Records