Tag Archives: Issue 28

Resler: Twelve Ways to Promote the Hashtag for Your Radio Station’s Next Event

Seth Resler
Seth Resler

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.

By: Seth Resler
Jacobs Media Strategies

Hashtags are a great way for people to organize their social media posts. A hashtag, which is a keyword or acronym preceded by a number or pound sign, lets everybody know what your post refers to. Hashtags are particularly useful at events, where people are often tweeting or sharing photos of the activities.

For example, last week I spoke at Morning Show Boot Camp in Atlanta and I could easily follow everything that the other attendees were saying on social media by searching Twitter for the hashtag #MSBC28.

When your radio station hosts a big event, such as a concert or festival, you’ll want to designate a hashtag for it. It’s always a good idea to do a quick search on social media first to make sure that the hashtag isn’t already in use. For example, this year’s Podcast Movement conference used the hashtag #PM16, but some Brits were also using that hashtag to tweet about the election for Prime Minister.

Once you’ve settled on a hashtag, you’ll want to let all of the attendees know that it exists. For example, let’s say your station has its Fall Ball concert coming up, and you’ve decided to use the hashtag #FallBall16. Here’s a list of opportunities to promote this hashtag:

  1. On-Air Production Elements: Use sweepers to promote your hashtag. For example, you can create sweepers to play before songs by the artists performing at the concert with a read that says, “Guess who’s going to be at hashtag-fall-ball-16…”
  2. Promotional Spots: When you run recorded promos for your event, include a mention of the hashtag.
  3. Live Reads: When you write live read copy for your DJs to promote the event, including giveaways, always add a bullet point mentioning the hashtag.
  4. Station Website: On all the pages and blogposts on your station’s site about the event, include the hashtag. One way to do this is to create a special sidebar that appears on all of the event-related pages with key information, such as the date, time, hashtag, and a link to purchase tickets or get more information.
  5. Social Media Posts: As you post status updates, tweets, photos, and other social media posts leading up to and during the event, be sure to include the hashtag. Your listeners will follow your example.
  6. Posters: If your station creates posters or other promotional materials for the event, include the hashtag on them.
  7. Press Releases: When you send out press releases about the event, include a mention of the hashtag. For example, you could say, “Fans can follow the event on social media using the hashtag #FallBall16.”
  8. Tickets, Wristbands and Hand Stamps: Include the hashtag on whatever piece of collateral people use to gain entry to the event.
  9. Signs: Post signs or banners around the event that include the hashtag. Venue entrances, merchandise tables and bathrooms are great places to display these.
  10. On-Stage Announcements: If your air talent introduces bands onstage or makes other announcements during the event, make sure they mention the hashtag.
  11. Stage Backdrops: If you create a custom backdrop for your event with the station logo, be sure to include the hashtag. If you don’t want to create a new backdrop each year, you can use a gobo projector to display the hashtag on the backdrop.
  12. Live Broadcasts: If your station broadcasts live from the event, make sure the air talent mentions the hashtag every break. For example, “We’re broadcasting live from the Acme Pavilion for the Fall Ball. You can follow all the action on social media by using the hashtag ‘FallBall16.’”
  • Extra Credit: Airplanes: Hire a skywriter or a plane with an aerial banner for your next outdoor event to put your hashtag in the air.

The more your radio station promotes the event’s hashtag to attendees, the easier it will be for the station to find people talking about it on social media. Don’t miss any of these opportunities.

This week, I will be hosting a free webinar on digital strategies for radio station events. If you’d like more tips like the ones above, please join me for it.  Register here.

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.

WKAR Puts the Fun in Fundraising

Michigan State University’s WKAR-TV (East Lansing) is having a little fun with their fundraising effort this summer, with the help of Emmy award-winning actor Timothy Busfield,  who joined the University’s College of Communication Arts and Sciences this past June.

Along with Susi Elkins, Interim Director of Broadcasting and General Manager of WKAR, station staff, plus a cameo appearance by Busfield’s wife, Melissa Gilbert, this video is now appearing on the station’s Facebook feed:

Robinson: The Score

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 

“Writing a tune is like sculpting. You get four or five notes, you take one out and move one around and you do a little bit more and eventually the sculptor says, ‘In that rock there is a statue, we have to go find it” – John Williams

Parallels between creating a radio brand and developing a movie are striking. Even the roles that behind-the-scenes players occupy are similar.

The Owner (Executive Producer) funds the operation, General Manager (Producer) hires the Program Director (Director) as the Program Director populates his brand (the movie) with talent (actors).

In a perfect world, the vision for the product comes directly from the mind and leadership of The Team.

Every element, from the business matrix to compelling messaging to marketing to product delivery, supports that vision.

What comes through the target market is – The Score.

The minutia inside the sonic design, the atmospherics of the product spring from the mind of Program Director.

The ART of ‘scoring’ the product is a lost – uh – art!

Great brands are built on an intuitive music scheme (beyond research), focused, unique, compelling talent and larger-than-life reflective packaging.

All programmers should take a day away from the office every quarter and listen intently to their ‘movie.’

Best done sequestered and away from distraction, this isolation will allow you to SEE your song-to-song decisions, HEAR the score in your packaging and truly DIRECT the air talent.

It won’t ever be perfect – but (like movies) with a touch of risk, it will be different,

YOUR – ‘different’.

Today – now.

Do you hear a statue inside your radio?

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 lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].

Mathis: What Are Your Hang Ups? Dealing with the Stress of Making Sales Calls

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

Jim MathisBy: Jim Mathis, IPCS, CSP, MDiv
J&L Mathis Group, Inc.

“In sales you can make A LOT of money!”
-Jim Mathis

When I am not on the road (and many times when I am), I make outbound calls for my business. On the average day in my office, I will make over 30 calls to people… both cold and “warm.” Most of the people I call are appreciative and courteous. I can talk to most people I have spoken with previously on a friendly, first name basis.

Your fears of rejection and anger are not based on experience.

When I hired my first assistant years ago, she wanted to hear me make some calls to get an idea of my approach and how to sell my business. I said, “Let’s call Mike.” “Mike who?” she asked. I gave her
his last name and she said, “You act like you know him!” “Yeah, I guess I do,” I answered her. Mike and I had spoken on the phone several times over the period of a year. We knew each other.

After doing this for over 13 years, I don’t hear anything new when I make a call. I reached out to Dave last month. He had caller ID and laughed when he picked up the phone. “You are not the first
sales call I’ve had today,” he said jokingly. “Really?” I said. “Which one am I?”

Dave said, “I’ve already spoken with three today.”

“Well, then number four will be the one you remember.” I started laughing. He did and hired me later that month. Don’t take yourself too seriously and it will put people at ease.

Number One Fear:  Most people who don’t make sales are afraid of calling. They fear being seen as pushy to others and their greatest fear is being hung up on. They can’t take the rejection or feeling of
conflict. It is a bad feeling you get in your chest when this happens. I completely understand.

How do I know?

The first week I started making cold calls on the phone I was hung up on by an angry lady. It really, really bothered me. I had never been hung up on in my life. I was hurt and angry all at the same time. I wanted to “get even,” or show her the error of her ways. I didn’t like being misunderstood or rejected. At that moment I realized that I was giving her power over me. I was putting her in control of my emotions and feelings.

I also realized that nothing I did in return was going to convince her to listen to me, or even buy from me, if I called her back. Maybe she was having a bad day. Maybe I was not the first person to call and
try to talk to her about buying from me that day. Maybe the last person who called had been rude to her. An argument wasn’t the best strategy and neither was getting even. I had to own my feelings. I had to make a choice. I chose to get over it and move on.

What do you do when someone angrily hangs up on you?

Hang up reaction:  Fight or flight! Make another call or run away! Sometimes I get so mad, I get back on the phone. Sometimes I take a break. My wife is a good support and helps me by sharing a different perspective.

Make better calls. Learn from your mistakes and come back stronger. Remember, if you believe in yourself and your product or service, the person who doesn’t buy is missing out on something great.

But, most of the time, prospects are missing out on the VALUE of what you are selling. If your sales are uncharacteristically down, perhaps your value (as seen by the customer) is down. How can you
add value or increase it? Can you bundle with something else? Can you change your approach? Most importantly, can you ask better questions to find out what the prospect values most?

What can you do to increase your product’s value to someone who gets frequent calls from others? Answer: Be different!

Handling sarcastic responses:  “I got your many messages and emails!” Either empower the rejector, or take control of your sales. You want to say, “Hey, if you had responded three months ago in some way, I wouldn’t have had to contact you so many times!” Remember, the average sales closing requires over 20 calls. The more money that is on the line, the more calls required!

You are fooling yourself if you think a client will sign or buy from you after just one or two contacts.  It has only happened to me twice in over 20 years.

I actually asked a meeting planner in the audience why he hired me. He laughed and said, “So you would stop calling me!” Everyone (and he) laughed. I loved it! I think that influences people to hire
me. In fact, I know it does.

I get hired more often because I keep calling a person over a long period of time, than if I simply assume they know who I am and how to get in touch with me. Most of the time I hear, “Thank you for getting back with me and being so diligent.” People seem to like that characteristic.

Handling objections: Don’t…EVER! If they don’t see the value, why argue your point? Have you ever bought ANYTHING because you lost an argument with the sales person? Did you say, “Darn, you’re right. I’m stupid! Here, take all of my money!”

Back during my ministry days we taught witness training which included a full chapter on “Handling  Objections.” One day I noticed that nobody had ever joined our church or converted to the faith
because they lost an argument to their objection. I asked the congregation one Sunday morning how many had joined because they were proven wrong. No one raised a hand. I don’t handle objections. When people want an argument, I move on.

On that note, don’t be surprised by people’s rudeness or lack of professionalism. A well-known pastor once said, “People can be jerks and if you start with that knowledge you won’t be shocked when you encounter this.”

Occasionally, I get hung up on. It keeps my perspective in doing something most people wouldn’t dare do. The last time I was hung up on, I laughed. I couldn’t believe a person who called herself a
“professional” was acting so unprofessional, and I cracked up laughing! By the way, that was the last thing she heard as she hung up the receiver. Don’t feel bad, she wasn’t going to buy from me anyway.

People are busy. You don’t know what they are going through when you call, or what pressure they are under personally and professionally. In a prospect’s busy life and workday, it helps to remind them that I am still wanting to work with them. If I call at a bad time, I apologize and call at a better time. Get on with it. A person appreciates that more than if you keep talking at that moment.

My first assistant got better at the calling. She told me a few years after she started working for me, “The clients are our top priority, but we are like number 23 on their priority list of things to do that
day.” It doesn’t hurt to work yourself up the chart with them.

Bottom line… Remember this fact: In sales, you can make A LOT of money!

You are in control of how much you make, not your manager, not your fellow sales executives, not even the prospects. Your attitude and your actions are YOUR choice. You control the attitude you choose and the actions you take more than anyone you will encounter today.

Your perspective on the environment you are in right now will change when you change. No sooner!

Don’t get “hung up” on your last failure…or your last success. Keep calling!

Permission is granted to reprint this article provided the following paragraph is included in full:

Jim Mathis, IPCS, CSP, MDiv. is The Reinvention PRO™, an International Platform Certified Speaker, Certified Speaking Professional and best-selling author of Reinvention Made Easy: Change Your Strategy, Change Your Results. To subscribe to his free professional development newsletter, please send an email to: [email protected] with the word SUBSCRIBE in the subject. An electronic copy will be sent out to you every month. For more information on how Jim and his programs can benefit your organization or group, please call 888-688-0220, or visit his web site: www.jimmathis.com. © 2016 J&L Mathis Group, Inc.

Traffic Director Spotlight: Dorothy Maxwell

Nominate a Traffic Director you know!  Email Dan Kelley at d[email protected].

dorothy_maxwell_275Dorothy Maxwell is Regional Traffic Director at iHeartMedia in Detroit, including stations WMXD-FM and WJLB-FM.  In addition, Dorothy oversees traffic operations for three other markets. 

Dorothy has been in traffic for 20 years and with her present company for 13 years.

Q1: What is your favorite comfort food?
Dorothy: Mashed potatoes.

Q2: Which Superhero would you be, and why?
Dorothy:  My own self – to show people that being yourself is a good thing. You don’t have to pretend to be a hero to feel important.

Q3: When I’m not working, I’d rather be …
Dorothy:  Reading.

Q4: If I had the chance, I’d really like to have lunch with…
Dorothy:  My Mom in heaven one more time.

Q5: What’s the best advice you have ever received?
Do not spend all you have or sleep all you want.

Q6: Tell us something about yourself that very few people know.
I’m a science geek.

iHeartMedia Detroit and Grand Rapids Debut New Show

Gregg, Big Drew and Jim
Gregg, Big Drew and Jim

Two iHeartMedia sports/talk stations in Michigan, WDFN-AM (Detroit) and WMAX-FM (Grand Rapids) have debuted a new afternoon show with veteran Detroit broadcaster Gregg Henson joining WMAX afternoon hosts “Big Drew” McCarthy and Jim Costa.

The new show, “Gregg, Big Drew and Jim” is heard on both stations weekdays from 3 to 6 p.m.

Two Michigan TV Stations Rank High on Social Media

WILX-WJBK_300Two Michigan television stations made the top 20 list in social media rankings released last week by Share Rocket.  WILX-TV (Lansing) and WJBK-TV (Detroit) were respectively ranked #5 and #13 in the company’s SHARE metric.

The company told TV Spy the SHARE metric “represents the total share of audience, voice (posts) and engagement that a particular station is controlling for that period of time in their market. We measure all of the media assets in a local DMA and calculate the SHARE metrics every 15 minutes. The SHARE mentioned in the power rankings post was measured over a 7 day period.”

Read more here.

Free Webinar on Digital Strategies For Radio Station Events

jacobsAnd this may be of benefit to television stations too!

Jacobs Media Strategies will host a free webinar offering digital strategies for radio station events this Thursday, August 25th, at 2:00pm ET. The webinar, hosted by Jacobs Media’s Digital Dot Connector, Seth Resler, is designed for radio station managers in programming, promotions and marketing, and digital. It will offer actionable tactics for using social media, text messaging, email and other tools as part of radio station concerts, festivals and other promotions.

Register here.

“This webinar will show broadcasters how to use different digital tools to capture data from listeners and create online content from station events,” says Resler. “It will focus on nuts-and-bolts techniques that radio teams can implement immediately.”

Jacobs Media Strategies President Fred Jacobs adds, “Radio is knee-deep in station events, but designing them, selling them and marketing them are often the factors that contribute to success or failure. On this webinar, Seth will come loaded with an arsenal of great ideas.”

FCC Detroit Enforcement Office to Close in January

fcc-logo_dark-blueThe MAB has learned that the Federal Communications Commission (FCC) Detroit Enforcement Office, located in Farmington Hills, will close on January 7, 2017.

On August 12, 2016, the Federal Communications Commission (FCC) and the National Treasury Employees Union (NTEU) came to a mutual agreement on the procedures and mitigation steps the parties will take regarding the Reduction in Force (RIF) as applied to the Enforcement Bureau Field Offices (EB Field).

Gary Westby, Electronics Engineer and Field Agent for the Detroit office tells the MAB “For many years, the Detroit Enforcement Bureau has had the pleasure of enjoying a wonderful relationship with the Michigan Association of Broadcasters and its members. On behalf of the entire staff of the Detroit Enforcement Bureau, past and present, I would like to say ‘thank you’ for your support and professionalism that the MAB has provided us.”

Jackie Green Joins WHTS-FM (Grand Rapids)

WHTS_JackieGreen_275Cumulus Media has announced that Jackie Green will be joining its on-air staff as host of “Afternoons with Jackie Green” on WHTS-FM (Hot 105.3).  Green previously worked as a reporter for WXMI-TV in Grand Rapids and spent four years as midday host on WGRD-FM, also in Grand Rapids.

Green is 2011 graduate of Ferris State University.  During her time at Ferris, she interned for eight months with the Free Beer and Hot Wings Morning Show.  Green began her new position on August 22.