All posts by Kevin Robinson

The Robinson Report – Different

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson
Robinson Media

“The person who follows the crowd will usually go no further than the crowd. The person who walks alone is likely to find himself in places no one has ever seen before.” – Albert Einstein

Coffee – Starbucks vs. Dunkin Donuts.

Smartphone – iPhone vs. Android.

Religion – Protestant vs. Catholicism

None of the above is “better” than the other, only different.

The “better” is determined by the end user, not the designer.

The human brain has seven slots of short-term memory (give or take two slots) at any given time. As brand marketers, our job is to grab just ONE slot and then print it to long-term memory.

Often times, “professional copywriting” is tremendously “same” and not different. The result washes over the end user and never “prints” in the “seven slots.”

While re-watching the historic and elaborate Naptown Rock Radio Wars, it’s clear that WIBC against WIFE was about who was  different. When WNAP came to morally disrupt Indy radio history it was clearly different and messy – far from “better.”

So do something about it.

Listen, read or see the brand you shepherd.

Of course you think it’s better – you designed it.

But is it ‘different’ – from your competition.

Are there aural activators, unique talent and surprises that create “differentiators”?

Different  is the new “better.”

A word of caution: being “different” carries a heavy tax.

You’ll initially be on an island, alone.

And sometimes that’s what makes it “better.”

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and he has coached CMA, ACM and Marconi winning talent.  He lives in Indiana with his wife of 32 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

The Robinson Report – The Black Mirror

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson
Robinson Media

“I am not the only person who uses his computer mainly for the purpose of diddling with his computer.” –Dave Berry

The Black Mirror is a dark series – found on Netflix – which explores the danger of techno-paranoia and all things “computer.”

Spring 1989.

As a large market content creator in Phoenix, hours of the day where dedicated to generating research, program management, event scheduling and media staffing.

Utilizing an IBM 236 with 10 meg hard drive (!!), all critical issues – solved.

Research reports – employee memos – program management.

All behind the CRT.

Late one day, the boss stuck his head in my office and said…

“…You can’t create greatness staring at a computer screen…”

It was as right 29 years ago – as it is today.

Before Windows – before Internet – before iPhone.

We can all learn from those words – today.

Daily, we bunker down – waiting for the next big thing.

When – we need to be creating – the next big thing.

The tools we use remain simply another tool, not a content creator.

Intoxication our technology generates allow us to miss early great opportunities.

Why not – just one day a month, migrate away from our Black Mirror(s).

Free your mind from the noise of our business.

Justin Bieber (talent – discovered on You Tube) launched Carly Rae Jepson’s career – with a Tweet.

Model Kate Upton – discovered on You Tube – doing The Dougie at a Clippers game.

Comedian Bo Burnhan – practiced in his bedroom before posting his funny at age 16 – on social media.

The Olympians we’re watching – thousands of hours creating GREAT – before they make it to our screen.

So – go.

Now.

Leave.

Create your next – big thing.

Kevin Robinson will be speaking again this year at the Great Lakes Media Show (GLMS) March 6-7 here in Lansing.  For details, click here.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and he has coached CMA, ACM and Marconi winning talent.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

The Robinson Report – Prep

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson
Robinson Media

“By failing to prepare, you are preparing to fail” -Benjamin Franklin

Everyone, everywhere needs to prep.

Executive ChefHockey PlayerFlorist.

If you’re a speaker,  you need an “Elevator Speech.”

Check out what coach and educator Fred Miller says about that here.

Sellers (and we all are):  Sandler Institute’s Jody Williamson has pre-call tips for you  here.

We’re often asked, “Does Robinson Media do a prep sheet for their clients?”

The answer:  No.

We recommend that when prep services are up for renewal, drop them.

Most of which are typically soaked with The Daily Horoscope, Today In History and The Impossible Question.

With our ‘Three in Three’ prep exercise we teach, you quickly learn you don’t need them.

Plus, when talent develops their own prep,  there’s emotional equity.

You literally can prep content in the time it takes to read this article.

Audiences are engaged by the stories, topics that emotionally resonate and the theater of your show.

Look to  the Internet, a local paper or simply by obsere the world around you.

Still think you need prep sheet? There’s plenty of free stuff out there.

If you can’t find it here, you probably don’t need it.

Just so you know: It took over 60 minutes to prep this article.

Uncomfortable about cutting the prep sheet lifeline?

I know a guy.

Kevin Robinson will be speaking again this year at the Great Lakes Media Show (GLMS) March 6-7 here in Lansing.  For details, click here.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and he has coached CMA, ACM and Marconi winning talent.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

The Robinson Report – Perception

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson
Robinson Media

“Your perception will determine your reception” ― Bernard Kelvin Clive

Elwood, Indiana.

A small town filled with solid Americana Values tucked in the belly of The Hoosier State.

Also, home to the headquarters of The Red Gold brand.

Their executive facilities are housed in a former elementary school – with few waypoint markers to their gates.

When entering the building, there’s no buzzer – or passcode – for entry.

Inside this family-owned generational business, you’ll find a welcoming reception.

Offering warm coffee.

And a stroll through their museum.

Yes – museum.

After your tour and out of Elwood you’ll find another national – family owned brand.

Just make the short 22 minute trip west on IN 28 then south on IN 213.

You’ll run right into Beck’s Hybrids.

Enter Beck’s reception and you’re suddenly in a faith based bookstore.

With several choices in your flavor of coffee.

A short stroll across their Atlanta, Indiana campus – take their self-guided museum tour.

But not before you graze their swag-filled  Country Store.

In stark contrast, 8 minutes north of Atlanta is another national Ag brand.

Publicity traded and corporately owned with non-descript, almost barracks like, buildings.

Outfitted with cold, gray wired phones.

You’ll need to ID your party in a laminated book before being – ‘buzzed – in’.

Red Gold and Beck’s Hybrids offer this sort of hospitality because – it’s in their DNA.

This week, when you’re entering your reception arena, take stock of what is offered.

You’ve walked through it a hundred or perhaps a thousand times.

Does your reception resemble a Hard Rock Café or a bank lobby?

It’s the first portal to your clients.

Is YOUR DNA on display in your reception?

That determines – your perception.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and he has coached CMA, ACM and Marconi winning talent. Kevin was a featured speaker at the 2017 Great Lakes Broadcasting Conference (GLBC) in Lansing.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

The Robinson Report – 2018

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

KevinRobBy: Kevin Robinson
Robinson Media

Start small – start now. This is much better than, “start big, start later.” One advantage is that you don’t have to start perfect. You can merely start – Seth Godin

Great things comes from small change.

We often mark the New Year as a harbinger for change.

Developing a habit often comes from slowly inching  past a fear.

And that could change everything.

As 2018 is here, start small.

Over seventy Robinson Reports have been published – one at a time.

Work toward fitness.

Toward writing that screenplay.

Toward launching that side business.

One step – one day at a time.

Need motivation?

Download THIS Nike poster from 25 years ago:


Do something for a day – see what happens.

Put a bunch of those days together – watch the journey becoming real.

Then – the light at the end of the tunnel becomes brighter.

And doing so will change how the rest of the year plays out for you.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and he has coached CMA, ACM and Marconi winning talent. Kevin was a featured speaker at the 2017 Great Lakes Broadcasting Conference (GLBC) in Lansing.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

The Robinson Report – The Interview

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

KevinRobBy: Kevin Robinson
Robinson Media

“Don’t ever do an interview … make it a conversation.” That’s the advice Jack Paar gave to Dick Cavett.

It almost seems without effort. His execution is flawless.

And again this weekend.

To watch CBS Sunday Morning’s Steve Hartman interview REAL people, you’d think they were long lost friends.

Which is exactly his gift.

You might not know Jack Paar or Dick Cavett from a bucket of chicken.

Watch them work. And learn.

Even facing cantankerous John Lennon, Dick Cavett’s conversation with the famous ex-Beatle and his Yoko – made history.

It certainly was far from an interview but a clear, intimate look into their lives.

The art of the interview eludes most radio talent because we make it an interview, not a conversation.

We’re faced with diverse sets of “interviews” – local city officials, charity leaders along with regional and national stars.

First – do your homework.

Nothing tells the Listener you don’t know what you’re doing if you’re not in control of the answer – or can regain control if a fastball flies by you.

Second – put the interviewee at ease.

Perhaps a nugget of personal information not previously in the spotlight that lifts them up.

Finally – always record the conversation.

Or at least delay.

Imagine if  Diane Sawyer were ‘live’ with her conversations.

Messy, messy, messy.

Yet, we do it in broadcast – every day.

Cancel the interview. Book the conversation.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and he has coached CMA, ACM and Marconi winning talent. Kevin was a featured speaker at the 2017 Great Lakes Broadcasting Conference (GLBC) in Lansing.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

The Robinson Report – Time

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

KevinRobBy: Kevin Robinson
Robinson Media

“So Much Wasted Time.” – David Cassidy’s last words (according to his daughter, Katie)

Riding through the belly of America this past weekend, the billboard in Central Illinois blazed Black Friday sales.

But it was Sunday, rendering it useless.

When the horrific, unthinkable shooting developed last month – just off The Strip in Las Vegas – the next mornings’ newspapers were already being delivered.

The deadline for print – long passed.

As hurricanes swallowed America’s southern border this fall, radio saw a dramatic spike in listening.

Radio remains the ONLY medium, still portable, that can harness the power of time – with NOW.

Yet, radio continues to backpedal from the power of NOW.

With thousands of unmanned studios and companies embracing nationwide voice-tracking, radio is only diluting our greatest advantage.

Now.

Radio is the only medium that can launch a campaign, change copy or freshen a topical message.

Within minutes.

While we can’t physically ‘make time’ – we CAN choose how we invest time.

This week, take three minutes to evaluate your brand.

The strength of your music library – sonics between the records – so-called ‘evergreen’ promos.

Listen carefully but move quickly.

Don’t waste it.

You have the TIME.

You can improve it – NOW.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and he has coached CMA, ACM and Marconi winning talent. Kevin was a featured speaker at the 2017 Great Lakes Broadcasting Conference (GLBC) in Lansing.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

The Robinson Report – Legend

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

KevinRobBy: Kevin Robinson
Robinson Media

“I won’t be a rock star – I will be a legend.” – Freddie Mercury

Tom Petty – Dead.

The news swept the music industry and shocked the world.

Not a Bucket List concert for me – but I still have a bright red disc of “Change of Heart.

Legend is fleeting – and mortal.

You can learn much by associating with legend, if you identify them.

Like Bill Drake.

Bill Drake was a large figure – in stature and legacy.

Click HERE if the name stumps you.

Bill was considered one of the fathers of music radio as we know it. His talent stable was legend – Boss Jocks on Boss Radio.

Bill held school on music nuisances with names like Diddy Bop, Chin Boogie and his detest of “story songs.” From his “corner office” in a San Fernando Valley strip mall, the tall Texan, who paid cash for everything while living in a motel, passed somewhat quietly nearly nine years ago.

I’m a better programmer because of those 3 p.m. “sessions” in The Valley.

Also, I’m reminded of a few legends I’ve had the honor to call – colleagues.

Dick Biondi, John Records Landecker, Clark Weber, Bob Hale, George Johns, Glenn Beck, Bob Dearborn, Guy Phillips among many others.

I am the broadcaster I am today in large part because of these associations.

Which leads me to this.

There are living legends – today – from which YOU can learn.

These top-of-gamers are insightful, engaging and accessible.

Fred Jacobs – who invented many things, among them Classic Rock – shares ideas weekly (if not MORE often).

Tracy Johnson – offers webinars on talent development – FREE!

Lori Lewis – radio’s digital Gold-Standard – shares what she’s learned – and applicable in all businesses.

Dick Taylor – now spreading his genius in academia – writes a transparent and brutally honest blog – which you can read – FOR FREE!

Roy Williams – “The Wizard of Ads” – will add YOU to his Monday Morning Memo – FREE!

Seth Godin – has been blogging before it was a thing as his stuff transfers not only to media but all creative (and business) – also FREE!

Connect then learn from the talent above and who you consider genius while they are still  accessible.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and he has coached CMA, ACM and Marconi winning talent. Kevin was a featured speaker at the 2017 Great Lakes Broadcasting Conference (GLBC) in Lansing.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

The Robinson Report: The 2.5 Million Dollar Day

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

KevinRobBy: Kevin Robinson
Robinson Media

“The will to win is nothing without the will to prepare to win” -General George Patton

July 5, 2008.

The Williams sisters had three short hours for both their emotions and muscles to recover.

Previously that morning, Venus dispatched Serena in short order for her fifth Wimbledon Singles Title.

Later that same day, the sisters would also take the Women’s Doubles Title.

During their win, NBC’s John McEnroe remarked that with a Williams’ triumph, collectively the girls would walk away with a 2.5 million dollar day.

The money was right.

Wrong to assume their paycheck involved – just this one day.

That day – THAT day had years behind it.

Invisible is the sprout of their journey – the thousands of balls pounded on the Compton public tennis courts or the years of adjustments to refine their game.

Just as Brooks Koepka stunned the golfing world this Father’s Day, tying a US Open record while raking in a record $2.1 million day.

THAT day – arrived only after hundreds of range and weight room hours while pounding the field on The European Challenge Tour.

Rush Limbaugh, Howard Stern, Ryan Seacrest – all have landed record contracts.

From the will to prepare for their big paycheck.

Preparation.

It’s a discipline that still evades media – on all sides of the building.

Run an off-air ‘scrimmage’ with a new player before exposing them to air.

Practice.

Seller in front of a BIG pitch – practice that presentation before the client meeting.

Practice.

The often-used quote from General George Patton – eludes media.

Practice.  Practice. Practice.

Those Williams Sisters?

They grabbed their sixth Wimbledon title last year.

YOUR ‘million-dollar-day’ awaits – after in putting the preparation to arrive there.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and he has coached CMA, ACM and Marconi winning talent. Kevin was a featured speaker at the 2017 Great Lakes Broadcasting Conference (GLBC) in Lansing.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

The Robinson Report – The True Threat

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

KevinRobBy: Kevin Robinson
Robinson Media

In February, you may have read THIS article on “The True Threat.”

No longer is it simply morning TV – or any other screen.

Nor is “The True Threat” far from The Connected Dashboard, Podcasting or Second Screening.

Nope.

“The True Threat” is: Us.

Marketing blogger Seth Godin refers to this as Optimize vs. Maximize.

Although it goes against the current, Social Media is a focus grinder.

All of THAT – Facebook, Twitter, Instagram, Snap Chat (shiny new toys) – has taken focus off The Mother Ship.

If it weren’t for The Mother Ship, none of THAT would matter.

Optimizing – or Maximizing.

Optimizing time – for The Mother Ship.

Hyper-targeted content – time discipline – effective appointment scheduling.

When a brand stumbles, it’s usuallya  lack of focus.

Log your time this week – if you are focusing MORE on non-Mother Ship issues – you will lose.

THIS – points out parallels of other brands’ self-inflicted wounds:

Traditional media has rendered The Mother Ship – rudderless.

“Technology – is NOT the REAL disruptor.”

Focusing on the icing (digital) and not the cake (brand) for your customer.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink, and has coached CMA, ACM and Marconi winning talent. Kevin was a featured speaker at the 2017 Great Lakes Broadcasting Conference (GLBC) in Lansing.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.